Presentation for the Legal Marketing Association in Birmingham, AL.

1. Content Marketing
for Law Firms
@lauracreekmore
Wednesday, June 12, 13

2. “Content marketing’s purpose is to
attract and retain customers by
consistently creating and curating
relevant and valuable content
with the intention of changing
or enhancing consumer behavior.
It is a ongoing process that is best
integrated into your overall marketing
strategy, and it focuses on owning
media, not renting it.”
Wednesday, June 12, 13

3. Know what
you want to say
http://www.flickr.com/photos/garryknight/
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4. NO
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5. Wednesday, June 12, 13

6. It’s not
about you.
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7. Know what they
want to hear
http://www.flickr.com/photos/pamelav/
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8. http://www.flickr.com/photos/deizans/
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9. Wednesday, June 12, 13

10. The
User
Is
Always
Right
by
Steve
Mulder
A
Project
Guide
to
UX
Design
by
Russ
Unger
and
Carolyn
Chandler
Persona Books
Wednesday, June 12, 13

11. Photo by http://www.flickr.com/photos/rhysasplundh/
-Know your audience
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12. Know your content
http://www.flickr.com/photos/joeshlabotnik/
Wednesday, June 12, 13

13. ✓Blogs
✘Bad blog habits
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14. ✘ Writing for
yourself
✘ Untimely
✘ Obscure language
http://www.stemlegal.com/strategyblog/2012/the-4-frequent-flaws-of-law-firm-content/
Wednesday, June 12, 13

15. Where to begin
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16. Name your systems
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17. Where’s the mismatch?
http://www.flickr.com/photos/33671002@N00/
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18. Your content lives here
http://www.flickr.com/photos/rabsteen/
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19. •Comprehensive view
•Analysis
•Review cycle
•Access control
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20. http://www.flickr.com/photos/macchianera/
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21. http://www.flickr.com/photos/skistz/
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22. Content inventory
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23. Wednesday, June 12, 13

24. Wednesday, June 12, 13

25. Wednesday, June 12, 13

26. Wednesday, June 12, 13

27. http://www.flickr.com/photos/remysharp/
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28. Wednesday, June 12, 13

29. •Comprehensive view
•Analysis
•Review cycle
•Access control
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30. Wednesday, June 12, 13

31. creekcontent.com/matrix.pdf
• Index number [You create]
• Where available [Website, social
media, print, etc.]
• Dates [Due date, live date,
review date, expiration date,
etc.]
• Staff [Owner, writer, reviewer,
approver, etc.]
• URL [if applicable]
• Headline
• Content summary [or content if
short]
• If page-based: Navigation
information
• Template
• Supplements [Image, audio,
video, PDF, etc.]
• Sharing/other tools available
• Analytics
• If audio or video: File type,
length, file size, format
• If image: File type, dimensions,
file size
• If PDF: File size
• Restricted to certain audience?
• If public: SEO information:
Browser title, keywords
• And more!
Wednesday, June 12, 13

32. Style guide?
Talking points?
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33. Traffic?
Leads?
Sales?
Sentiment?
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34. http://www.flickr.com/photos/kojotomoto/
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35. Wednesday, June 12, 13

36. Wednesday, June 12, 13

37. Wednesday, June 12, 13

38. Content marketing metrics
A
Field
Guide
to
the
4
Types
of
Content
MarkeKng
Metrics
hLp://www.slideshare.net/jaybaer/a-­‐field-­‐
guide-­‐to-­‐the-­‐4-­‐types-­‐of-­‐content-­‐markeKng-­‐
metrics
Wednesday, June 12, 13

39. Content marketing research
2012
In-­‐House
Counsel
New
Media
Engagement
Survey
hLp://www.greentarget.com/
wp-­‐content/uploads/2012/01/
2012GTZGICSurveyReportFinal-­‐
WebsiteVersion.pdf
Wednesday, June 12, 13

40. Content Marketing Institute
hLp://contentmarkeKnginsKtute.com
Wednesday, June 12, 13

41. Laura Creekmore
hLp://creekcontent.com
hLp://slideshare.net/lauracreekmore
laura@creekcontent.com
@lauracreekmore
Wednesday, June 12, 13