This document provides a guide for law firms on creating website and social media content through content repurposing. It discusses why content is important for search engine optimization and visibility. It provides examples of different types of content that can be created, such as articles, blog posts, photos and videos. It also gives suggestions on where to post content, including on websites, social media profiles, newsletters and more. The document includes tips on developing a content schedule and case studies showing how other law firms have successfully developed content strategies.

1. Repurposing with
Rewards: A Guide to
Creating Website and
Social Media Content
InPractice
May 2, 2013

2. Welcome
 LMA New England
 175 members across all six states
 Serving 500+ New England professionals
 http://www.legalmarketing.org/p/cm/ld/fid=62
 Article, seminars, networking events
CT City Group

3. Panelists
 Kirsten Lovett
 President, Lovett Marketing
 Financial Officer, LMA NE (2012)
 Deb Scaringi
 President, Scaringi Marketing
 Program Committee Chair, LMA NE

4. I know I need to update my website
but…
 I don’t know what to write.
 I don’t have the time.
 I don’t like to write.
 I don’t know where to post
my news/articles.
No More
Excuses!

5. Today you will learn…
 Why content is KING
 How to create different types of content
 Where to post your content
 How to find the time
 Case Studies
 Questions

6. Google Search Rankings
Which Search Results Are Clicked On

7. How does Google ranks results?
“webmasters can improve the rank of their sites by
creating high-quality sites that users will want to use
and share.”

8. Content is King
 High-quality sites need high-quality content
 Create content to use on multiple sites:
 Websites, biography, articles, news items
 Blogs
 E-newsletters
 LinkedIn, Facebook, Twitter, Google+
 Seminars and presentations
 Consumers want easy to understand, informative
content that they can use immediately

9. How Content Helps You
CONTENTCONTENT

10. Types of Content
 Internal Initiatives
 Articles
 Blog posts
 Sponsorships
 Pro bono activities
 Firm news and
announcements
 Seminar materials
 Photos & videos
 Seminars & webinars
 External Initiatives
 Community & industry
events
 News stories
 Client achievements
 Photos & videos
 Other blogs
 Conferences

11. What Makes Good Content in
Google’s Eyes
 First 150 characters using key words
 Variety of content
 Unique material
 Images & video
 Brief and concise writing style

12. Where to Post Content
 Website
 Bios
 Blogs
 E-newsletters
 Print copies for
brochures
 LinkedIn
 Facebook
 Twitter
 Google+
 YouTube

13. Create a Content Development Plan
1. Identify target audience(s)
2. Select topics
3. Determine resources for creating &
promoting content (internal/external)
4. Determine where to post content
5. Create schedule for creation and posting

14. How Often Should You Post
Content?
 Website: monthly
 Website Bio: at least twice a year
 LinkedIn and Facebook: 1-3 times per week
 Twitter: 1-3 per week
 Blogs: weekly, bi-weekly, monthly
Promptly share timely information

15. Content Development Schedule Sample
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
WEEK 1 Post news
stories
from last
week
Update
industry
event
calendar
WEEK 2 same Legal
strategies
blog post
Promote
blog post on
social media
WEEK 3 same Firm
news
item
Promote
firm news
item on
social
media
WEEK 4 same Client
success
story
Congrats to
client on
social media

16. A Case Study
Content Creation and Sharing

17. A Case Study:
Creating Visibility for a Practice
 Retail, Restaurant & Consumer Practice
wanted to show their unique qualifications to
clients, prospective clients, reporters and
referral sources.
 Identified strengths as a multi-disciplinary
team.
 Blog allows group to cover all areas related to
the retail industry.

18. A Case Study:
Process for Creating Content
 Editorial board: responsible for topic
generation, content development oversight,
editing posts and following up with bloggers.
 Standards for approving posts/social media
policy guidelines.
 Quarterly brainstorm meetings for topic
generation.
 Twitter as a resource for timely topic
research.

19. A Case Study:
Getting it Done
 Blog post criteria: 300-500 words, single
take-away points, easy to read format, no
legal advice, resources are hyperlinked.
 Blogger researches topic and writes the post.
 One person is responsible for editing the post
to be sure it meets criteria.
 Consider a second person to confirm
accuracy of content.
 Post is put onto the blog.

20. Sharing is the fun part!

21. Original Blog Post

22. Shared on Twitter & LinkedIn

23. Placed on the Firm Website
& Shared on Facebook

24. A Case Study: The Results
 Use Google Analytics to track traffic coming
into/moving out from the blog.
 Blog is always in the top 10 sites referring
traffic to the firm’s website.
 Twitter, Linked In and Facebook are in the
top 10 referring sites to the blog.
 Blog posts are re-tweeted by followers of the
firm’s handle.
 Increased followers of firm’s Linked In
company page.

25. A Case Study
Sharing Content

26. Case Study: Other People’s
Content
 Solo Practitioner
 California Family Law Attorney
 Online Presence
 Website
 Blog
 Twitter
 LinkedIn
 Facebook
 Pinterest

27. Case Study: Other People’s
Content - Twitter (783 Followers)
UCLA article
Someone else’s blog
New Yorker article
Someone else’s website
Mark’s Facebook page

28. Case Study: Other People’s
Content - Facebook
Reusing Content from Twitter
Strong Following
Takes
Time

29. Case Study: Other People’s
Content - Blog
This blog post
gives a very
brief overview
and refers
reader to a
Washington
Post article

30. Case Study: Other People’s
Content - LinkedIn
1. Michael shared
an article from
Inc.
1. Other people
saw his posting
and “Liked” it

31. No More
Excuses!
Let’s Get Started…

32. 1 Conference = 13 Online Postings
 2 news items on your websites
 3 Linked In Status Posts
 3 Facebook Updates
 3 Tweets (multiple tweets if live-tweeting)
 2 Blog posts

33. Before Conference
 Post as a news item on website or blog
 Status update on LinkedIn page
 Update on Facebook page
 Tweet
InPractice, Hartford, Ct
May 3, 2013
InPractice is a practical management conference for law firms.
Members from our firm will be attending to learn new methods to help
us serve our clients more effectively.

34. During Conference
 Post status update in LinkedIn
 Post Update on Facebook
 Tweet
Attending the InPractice Conference today in Hartford, CT.
Hope to see you here. (insert link to website posting)

35. After Conference
 Blog Post
 Write a summary of one of the sessions you attend (250-300 words).
Include a link to the presenters slides if available. Let the presenter
know you have posted a summary.
 Status Update on LinkedIn
 Update Facebook page
 Tweet
InPractice conference was filled with great tips I can implement
today. (insert link to blog posting)

36. Content Sharing Success Factors
Content is KING
Know your audience
Have a clear purpose
Schedule it
Be social
Be consistent
Promote it
Reuse it
Integrate with other activities

37. Questions
 Kirsten Lovett
 www.kirstenlovett.com
 @KirstenLovett
 www.linkedin.com/in/kirstenlovett
 Deb Scaringi
 www.scaringimarketing.com
 @DebScaringi
 www.linkedin.com/in/debscaringi/
 www.facebook.com/ScaringiMarketing