Building a Content Strategy for Legal Marketers

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  

This  webinar  is  sponsored  by:  

Set  Goals  &  Objectives  #LegalMarke<ngSeries    

Goal   ObjecGve  

General  expected  outcome  

Specific  outcomes;  based  on  

projected  and  actual  

program  outcomes  

This  webinar  is  sponsored  by:  

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  

This  webinar  is  sponsored  by:  

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?    

This  webinar  is  sponsored  by:  

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  

This  webinar  is  sponsored  by:  

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  

This  webinar  is  sponsored  by:  

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