building a content strategy for legal marketers
TRANSCRIPT
This webinar is sponsored by:
Building a Content Strategy for Legal Marketers
Jessica Sharp is Principal of Maven Communica<ons in Philadelphia, a strategic communica<ons agency that specializes in working with companies in the professional services sector. Jessica works closely with her law firm clients to create marke<ng campaigns that help accomplish the business and growth goals of the firm. She is also the Philadelphia Chapter President of the Legal Marke<ng Associa<on.
#LegalMarke<ngSeries
Presenter: Jessica Sharp Principal Maven Communica<ons
This webinar is sponsored by:
Building a Content Strategy for Legal Marketers
Presenter: Jessica Sharp, Maven Communica<ons
This event will be recorded for future on-‐demand viewing.
#LegalMarke<ngSeries
This webinar is sponsored by:
AGENDA
1. Content Marke<ng Landscape 2. Push vs. Pull Marke<ng ShiJ 3. How to Set up a Content Marke<ng Strategy 4. Case Study 5. Tips on How to Generate Content 6. Campaign Measurement 7. 5 Takeaways
This webinar is sponsored by:
Content Marketing Landscape
Customers who start their purchase with a search engine 90%
50% General counsel who frequently use lawyer blog to learn quickly about legal topics before calling outside counsel
This webinar is sponsored by:
PUSH v. PULL #LegalMarke<ngSeries
This webinar is sponsored by:
PUSH v. PULL #LegalMarke<ngSeries
This webinar is sponsored by:
Content Marketing Landscape #LegalMarke<ngSeries
YET, 40% of marketers don’t have a defined content strategy
Biggest reasons content markeGng campaigns fail
• TreaGng content like a part-‐Gme job • Focusing too much on quanGty of
content vs. quality of content • Not markeGng the content • Not measuring the impact • Not having a strategy in place
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Set Goals & Objectives #LegalMarke<ngSeries
Goal ObjecGve
General expected outcome
Specific outcomes; based on
projected and actual
program outcomes
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Objectives Drive Strategy #LegalMarke<ngSeries
ARract Convert Close Delight
Get aRen<on of Poten<al Clients
Capture their informa<on
Become a client of the firm
Become an advocate for the
firm
Strangers Visitors Leads Clients Evangelists
Blog Images/video Social Media
Landing Pages NewsleRers Whitepapers E-‐Books
Email Campaign Social Media
Blog
All previously men<oned
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Determine Material #LegalMarke<ngSeries
What are the significant developments in your client’s business?
How will those affect their need for legal services?
How are we posiGoned to capitalize on those opportuniGes?
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Case Study #LegalMarke<ngSeries
Development Growth & challenge in alcoholic beverage industry
Needs Federal & state regulatory changes
Capitalize Advise & navigate
This webinar is sponsored by:
Case Study #LegalMarke<ngSeries
This webinar is sponsored by:
5 Tips to Generate Content #LegalMarke<ngSeries
Set up alerts on terms/trends
Keep an ongoing list of client FAQs
Use an App: Flipboard, Feedly, ContentGem
Talk with vendors
Review AnalyGcs
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Measurement #LegalMarke<ngSeries
Determine what can be measured
• Website traffic/landing page traffic • Blog comments • Social media engagement • Email open rates • NewsleRer clicks • E-‐book downloads • ARorney invites to present/speak
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5 Takeaways #LegalMarke<ngSeries
Set very specific objecGves
Determine the purpose for each piece of content
Develop content based on client needs/pain points
Put in place a content generaGon plan
Measure and adjust frequently