(Webinar slides) A Winning Social Media and Content Strategy for Your Law Practice
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A Winning Social Media and Content Strategy for Your Law Practice #LawFirmSocial
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Transcript of (Webinar slides) A Winning Social Media and Content Strategy for Your Law Practice
A Winning Social Media and Content Strategy
for Your Law Practice#LawFirmSocial
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About our presenterTim Baran
‣ Law firm library director, 12 golden years
‣ CLE consultant, 3 teeter-totter years
‣ Legal tech content director & blog editor, 5
energizing years
‣ CMO, current education. Yeah, I’m old
‣ Passionate about access to justice
‣ Podcast geek
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Poll Slide #1: Firm Size
• Solo
• 2-5
• 6-10
• 11-25
• 26+
How big is your firm?
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Document a Content Strategy
Develop a Social Media Plan
Build a Thought
Leadership Platform
Grow Your Firm
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Content Strategy
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Poll Slide #2: Content Type
• Blogs
• E-Book & White Papers
• Webinars
• Podcasts
• Other
What content do you
produce?
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Content Overload
In-house counsel are drowning in content.
Yet Law firms plan on producing even more content.
And 75% lack a documented content strategy.
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Source: 2017 State of Digital & Content Marketing Survey
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Source: Greentarget and Zeughauser Group
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Where’s the Disconnect?
Everything should
be made as simple
as possible but not
simpler.
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Content Strategy: Goals
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Brand awareness
Get new clients
Generate revenue
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Content Strategy: Who?
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Demographic
Needs
Objectives
Behavior patterns
Start With the Client and Work Backward
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Document Your Strategy
A goal unwritten is just a wish.
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Content Plan
What topics will you cover?
What content formats will you produce?
How often will you produce content?
Which platforms will you use?
What are your calls to action?
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Content Plan: Topics
Client Centric
Provides Guidance or Value
Non-Promotional
Personable and free of jargon
Sharable
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Content Plan: Formats
Blog Posts
Video
Webinars
Podcasts
E-books
White Papers
Infographic
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Content Plan: Frequency
Whatever your bandwidth permits.
A good rule of thumb is to start weekly and assess.
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Content Plan: Platforms
WordPress
Medium
LinkedIn Publisher
iTunes/Stitcher/SoundCloud
YouTube/Vimeo
GoToWebinar/Zoom
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Content Plan: Calls to Action
Service Page
Consultation Form
Gated Content
Email Newsletter Subscription
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Editorial Calendar
Publish date
Author
Headline
Keyword
Target audience
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Call to Action
Category
Content Type
Status
Repurpose & Curate
Repurpose content: Don’t reinvent the wheel
Curate content (Feedly.com, Twitter Lists) to add
value and build relationships
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Feedly.com:
Let Your Favorite Comes to You
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Social Media Plan
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Poll Slide #3: Social Media
What social media platforms do you use?
• YouTube
• Instagram or Pinterest
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Strategy = Content + Relationships
Provide value
Stay top of mind
Develop relationships
Demonstrate thought leadership
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Building Relationships
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I co-founded Start Here HQ with three
amazing individuals.
What may be even more amazing is
that the four of us met on Twitter.
-Alix Devendra
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https://devendra.design/blog/2017/6/19/start-here
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Add Paid Social
to the Mix
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Thought Leadership
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Minimum Viable Audience
Clients come to you
Practice what you want
Build new services or app
Feedback loop
Industry recognition
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Identify 5-10 keywords or
phrases.
Create an Editorial Calendar
in Google Sheets and map
out weekly content using the
keywords.
Identify 20 people you want
to connect with on LinkedIn
and Twitter and engage.
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Tim Baran
www.good2bsocial.com
Twitter: @tim_baran
MyCase
www.MyCase.com
800-571-8062
Contact Us
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Thank you
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