Presentation: Content is still King: A look at best practices for creating and distributing quality Content
Presented by: Scott Mozarsky, President - Cross Platform Businesses , Bloomberg BNA
This session will focus on best practices for creating Content that will enable marketers to achieve strong ROI in their Content Marketing efforts. The session will also focus on the elements of a multi-faceted engagement and distribution strategy that will ensure that if you build it, they will come.
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NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Content is still King: A look at best practices for creating and distributing quality Content - BDI 10/15 Social Media Marketing Summit for Law Firms
1. CONTENT IS STILL KING: BEST
PRACTICES FOR CREATING AND
DISTRIBUTING QUALITY CONTENT
Scott Mozarsky
President – Cross Platform Businesses
2. A LITTLE ABOUT ME
8 years running Media and Information
Services organizations that provide marketing
services and earned media solutions
3. BLOOMBERG BNA
• Bloomberg BNA is a leading source of legal, tax,
regulatory, and business information for professionals.
• Our network of more than 2,500 reporters,
correspondents, and leading practitioners deliver
expert analysis, news, practice tools, and guidance —
the information that matters most to our customers.
• Bloomberg BNA’s authoritative coverage spans the full
range of legal practice areas, including tax &
accounting, labor & employment, intellectual property,
banking & securities, employee benefits, health care,
privacy & data security, human resources, and
environment, health & safety.
8. THE VALUE EXCHANGE
LAW FIRM
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
General Counsel
XYZ Corp.
A firm continuously delivers
valuable content establishing
its worth to the audience
The audience trusts the firm
enough to identify themselves &
grant permission for engagement
9. CONTENT TYPES
White Papers
Content
Videos
Infographics
Blogs
Presentations
Articles
Native
Advertising
E-Books
Newsletters
Custom
Research
Digital
Magazines
11. I am herewith returning
the stipulation to dismiss
in the above entitled
matter; the same being
duly executed by me.
?
12. I am way too busy
to draft an article or
white paper. I need to
get to 3,000 billable
hours a year!!!
?
13. I can’t generate
a blog post about today’s
news. It takes time. I
need to check citations,
proofread and have a
few people internally
review it.
?
14. HOW TO CREATE A CONTENT
CULTURE AT YOUR FIRM
Encourage Content In
Different Formats
Blogs, Videos, Infographics,
White Papers, Slideshows, Data
Play to Their Egos
Lawyers have large egos; producing
content establishes them as a
thought leader
Play to Their Wallets
Share data with attorneys regarding
the ROI associated
with content marketing
Unleash Their Competitive Spirit
Lawyers don’t like to lose
Outsource Content Production
Abundance of available specialists and
content marketing platforms
Make It Easy
Lawyers like to draft using forms from
prior work; the same can be used for
content marketing purposes
15. ADDING THE CLIENT’S VOICE
INTO CONTENT
It starts with LISTENING
Client
FAQs
What questions do
your partners and
associates hear most
often?
Incoming
Search Terms
What are the most
popular keywords &
phrases bringing
searchers to your
site?
Social Media
Channels
• Twitter hashtags #
• LinkedIn groups
• Relevant blogs
• Anywhere your
audience
is talking
16. 8 TIPS FOR CREATING
GREAT WEB VIDEOS
Know your audience
Define who you want to watch
your video
Keep it simple
The most effective messages
are easy to understand
“Evergreen” for longevity
Unless you’re covering breaking news,
avoid dates or other timely references
Choose a format
News style, how-to or corporate
Be creative & engaging
Use familiar language and scenarios;
don’t over-script
Keep it brief
Consider breaking anything over
3 minutes into smaller segments
Provide a clear call to action
Make it clear what you want your
audience to do after watching
Hire a production professional
They can help you with planning,
execution and post-production
17. 2
IF YOU BUILD IT, THEY
WON’T NECESSARILY COME:
MAXIMIZING ENGAGEMENT
18. SOME RELEVANT QUOTES
• “If you build it, [they] will come”
-Shoeless Joe Jackson, Field
of Dreams
• “Eighty Percent of Success is Just Showing Up”
-Woody Allen
• “ News is something somebody doesn’t want
printed; all else is advertising”
-William Randolph Hearst
19. YOUR TARGET AUDIENCE
People
You
Know
People
You Used
to Know
People
You Don’t
Know
21. CONSISTENT MESSAGING ACROSS POE
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
A brand pays to
place ad or content
in a channel to
drive conversation
SOCIAL + SEARCH + MOBILE
forward.
Publicity gained
through influencer
promotion,
including shares,
likes & tweets.
Brand published
content to drive
earned media and
sustain buzz
around brand.
• Advertising
• Events
• Direct
Marketing
• Press pickup
• Blog mention
• Social sharing
• Word of mouth
• Firm blogs
• Firm website
• Firm social
accounts
22. MAP YOUR CONTENT TO THE
CLIENT’S BUYING PROCESS
AWARENESS
Ads
Press releases
Establishing Experts
Social media
CONSIDERATION
Blog posts
White papers
Articles
Webinars
PREFERENCE
Case studies
Testimonials
CHOICE
Consultation
Out reach
22
24. Audiences will spend more time on your site
- and click more often - if it contains multimedia
elements such as videos, photos and charts.
25.
26. Publishing content and fostering its interaction can have a
powerful impact on your site’s organic search rank
GET
SOCIAL
Social interactions with
your content sends potent
signals to search engines
indicating that people are
finding it useful
KEEP IT
FRESH
Offering fresh and current
information gives search
engines incentive to come
back to your site repeatedly
28. There are journalists
& bloggers being
followed by the
specific audiences
you want to reach.
Target these
influencers
to get your
content to their
audiences.
31. NEWSJACKING:
To publish news and other
content that provides insight or
commentary around topical
news conversations
32. Establish your expertise
on timely topics
Be heard by new and existing
audiences following these
conversations
Get noticed by influencers
looking for expert sources
33.
34. Establish expert profiles for your attorneys on platforms that can
get them interviewed and quoted by relevant journalists and bloggers.
EXPERT
Tax Law
EXPERT
Criminal Law
EXPERT
Immigration Law
35. Your clients and potential clients are there,
so engage with them and establish your attorneys
as the authorities on relevant topics.