The document discusses strategies for lawyers to use content marketing effectively, including beginning with a clear strategy and end goal in mind, creating compelling content that focuses on the audience rather than just the message, using data-driven decisions to optimize content, and standing out from other noise with a content "toolkit" of curating, publishing, and optimizing content. The document also emphasizes the importance of listening to the audience.

1. content marketing
for lawyers
Kevin O'Keefe, CEO & Founder, LexBlog, Inc.
Derek Bolen, Social Media & Communications Manager, Clio
@kevinokeefe @hurrrdurrr

2. strategy...
begin with the end in mind
@kevinokeefe

3. make it compelling
@hurrrdurrr

4. think who...
not what
@kevinokeefe

5. fundamentals of good content
@hurrrdurrr

6. listening...
more important than content
@kevinokeefe

7. optimize...
value of data driven decisions
@hurrrdurrr

8. content as currency
@kevinokeefe

9. stand out...
signal against the noise
@hurrrdurrr

10. talk radio...
@kevinokeefe

11. toolkit...
curate, publish, optimize
@hurrrdurrr

12. thank you
@kevinokeefe
kevin@lexblog.com
@hurrrdurrr
derek.bolen@goclio.com