Rockstar presentation

Become a Content Marketing Rock Star

Tom MatteCEO &

Author of

2

...the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.

Danielle SacksWriter, Fast company

“”

3

• Your website contained most of your content.

• Prince was a megastar.

• Those days are over!

Back in the Old Days

4

In Today’s World• Your content opportunity exposure is virtually

limitless.

• You can participate in multiple channels to drive enormous traffic to your site and convert prospects to clients.

• Prince does not exist for today’s younger generation.

5

Text

• What does it mean?

• Where do you find ideas for content?

• How do you differentiate from others?

• How do you promote your content through social media?

• What role does your website play?

• How do you measure and track results?

Content Marketing Agenda

6

Definition“Content marketing is an online strategy providing valuable content to drive visitors to your website and convert those visitors into qualified leads.”

Content Marketing

7

Definition“Someone who doesn't follow rules, they make their own. The go out of their way to be extraordinary, different from everyone else. They sometimes choose to have exotic piercings or tattoos, some have really, really crazy hair! But those are not the only kind of rock stars...

Rock Star

8

Define Your Content Marketing StrategyPurpose

Audience

Message

Call To Action - Engagement First, Sales Second

9

It’s All Connected!

ContentMarketing

WebsiteBusiness

DevelopmentPlan

10

B2B Study• 51% of companies are using blogs• 78% use social media• 55% use Twitter, 54% use Facebook, 51% use LinkedIn• 61% use email newsletters• 36% of the respondents believe the great challenge is creating

and delivering content that engages customers and prospects2010 Study, MarketingProfs and Junta 42

11

Nine out of Ten

“9 out of 10 B2B marketers surveyed said they are using content marketing to grow their businesses.”

MarketingProfs, 2010

12

13

14

15

Focus on the core problem your business solves and put out lots of content and enthusiasm, and ideas about how to solve that problem.

Laura FittonKeynote SpeakerFounder, OneForty.com

“”

16

Planning Your Strategy• Define your audience and identify what’s important to them

• Gain buy-in on the subject matter from your practice area partner

• Pick the channels to promote your content

• Recycle the content – 9 lives for a white paper!

• Commit to the time investment

• Measure your effectiveness

• Are you going to be Milli Vanilli or The Rolling Stones?

17

Where to find ideas• J.D. Supra

• LexBlog Network

• Above the Law

• ABA Journal

• Practice-specific publications

• Other thought leaders/bloggers in your practice area

18

No matter what, the very first piece of social media real estate I’d start with is a blog.

Chris BroganKeynote SpeakerFounder, New Marketing Labs

“”

19

Your Blog• Start your blog – it is the cornerstone of all content marketing

• Determine your writing style – humorous, academic, legal?

• How is your point of view different from others? Controversial?

• Will the size of your firm be reflective through the writing?

• Make it relevant to your market - regional, national or global?

• Quality is a big differentiator; Make it visually appealing

• Be aware of what others are writing in your field.

• Create an editorial calendar

20

• Content is Elvis

• Updating is Dylan

• Design is Madonna

• Call to action is Mick

• Winning the game is being nominated for the Rock n’ Roll Hall

Rock n’ Roll Blog Analogy

21

You can’t expect to just write and have visitors come to you – that’s too passive.

Anita CampbellFounder & CEO,SmallBizTrends.com

“”

22

Ways to Promote Content• Repurpose the blog for online publications• Make a podcast, create a Slideshare• Upload to J.D. Supra and any other relevant sites• Turn your blog into a newsletter• Be a guest blogger on other sites• Write comments on other blogs• Establish credible links with other thought leaders• Use Social Media for multiple touch points

23

Promoting Content with Social Media• Be Tweeted

• Grow followers in practice area• Engage daily• Curate other relevant information

• Publish in LinkedIn• Connect tweets to LinkedIn• Join LinkedIn Groups• Start a LinkedIn Group

25

• Post on Facebook• Get over it!

• Quora• Question & Answer Site• Show Thought Leadership

• Stumble Upon• Google+• It will help with SEO

Promoting Content with Social Media

26

From Content to New Clients

• Ultimate goal is to make sales

• Your website becomes your place for a CALL-TO-ACTION

• It’s about action and not eyeballs

27

28

29

• Ideally you can create content for every practice area and customer need

• What are your practice areas?

Developing Practice AreasAntitrust

Appellate LitigationBank Regulatory

Class ActionCorporate

EmploymentEnvironmental Law

Intellectual PropertyLabor/Management Relation

Mergers and AcquisitionsReal Estate

SustainabilityTrademark

30

If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.

Anita CampbellFounder & CEO,SmallBizTrends.com

“”

31

• Why? Capture names

• Offers value to prospects

• Enables you to interact with prospects

• Sends them to a dedicated landing page

Creating a Call to Action

32

• Clean design

• No distractions

• No external links

• Gives more information about what they are going to get

• Must have form

Designing a Landing Page

33

34

In a way, the Web is like your Hollywood agent: It speaks for you whenever you’re not

around to comment.

Chris Brogan & Julien SmithAuthors of Trust Agents

“”

35

• Track with Google Analytics & Hubspot

• What needs to be improved?

• What are people responding to?

• What impact has it had on sales?

Measuring Results

36

Blog Post Frequency

37

Proving Impact of Social Media

38

Measuring Acquisition by Source

39

Showing ROI

40

Reviewing Lead Data

41

43