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• Content & Differentiation
• Who should be involved & how to involve them
• Content Iteration
The Hero, Hub, Hygiene Content Pyramid
Hero
Hub
Hygiene
Hero ContentThe big project: the white paper, big research piece…
Hero Content tips
•Must be valuable to the reader
•Must be different
•Must be shareable
• Ask for something in return!
For example:
•Must be valuable to the reader
•Must be different
•Must be shareable
• Ask for something in return!
Hygiene Content: Always there: The brochure website, about us, address and profiles.
Global law firm committed to providing excellent service,
fostering a culture of cooperation and mutual respect, and creating
opportunities for lawyers of all backgrounds. We have over
3000 lawyers worldwide
A global legal practice. We provide the world’s
pre-eminent corporations and financial institutions with a full business law service. We have more than 3800 lawyers based
in over 50 cities.
A committed firm of globally minded lawyers. A strong
culture and strong leadership means that we stay entirely focused on our clients and their business.
Differentiation – Company versus Company
Differentiation - People versus People
Hub Content – the differentiator! Relevant and timely: expert-led, audience focused, regular.
HUBCONTE
NT
HUBCONTE
NT
Hub content tips
•Keep it Fresh •Keep it Relevant & on-message•Keep it Regular•Timely - or - Evergreen•Expert led•Shareable!
What makes content shareable?
• Is it interesting or engaging (to your audience)?• Is it expert-led?• Is it current or new?• Is it useful, helpful or beneficial to the reader?•Will sharing your content benefit the sharer?•Did you ask anyone to share?
•Does the title inspire interest/curiosity
What makes content shareable?
• Is it interesting or engaging (to your audience)?• Is it expert-led?• Is it current or new?• Is it useful, helpful or beneficial to the reader?•Will sharing your content benefit the sharer?•Did you ask anyone to share?
•Does the title inspire interest/curiosity
Boring Content?
Boring Content?
Who should be involved & How to involve them?
Mr Expert Mr Leader Mr Salesperson
Mr Expert Mr Leader Mr Salesperson
Qualified lead
Conversion Rate Analysis
SEO
Cost per Acquisition
Channel-Specific TrafficBounce Rate
Speak Their Language
Mr Expert Mr Leader Mr Salesperson
Speak Their Language
Thought leadership
High Profile Projects
Interview in the Press
Knighthood
More customers!
More money!
How to involve them - A story about accountants
Be seen as the “Go To” Firm
Create more content
Become more visible online
Business as usual
Make it easy
•Remove the shackles – Trust your people• Interviews •Videos – talking heads, Video presentations •Commentary and Insights•Not everyone needs to create the content – but everyone can share
Make it easy – Microblogging platform
•Remove the shackles – Trust your people• Interviews •Videos – talking heads, Video presentations •Commentary and Insights•Not everyone needs to create the content – but everyone can share
Make it easy – the Accountants
Incentivise
• Make it about them• Speak their language• Ask for commitment
Incentivise
• Make it about them• Speak their language• Ask for commitment
Incentivise
• Make it competitive• Make it a team
game • Short term
incentives
Incentivise
• Make it competitive• Make it a team
game • Short term
incentives
Incentivise – the Accountants
Feedback - vital
Feedback - vital
Feedback - vital
Simplicity + Incentive + Feedback
Now you have lots of content, but how can you make the most of it?
Analyse
Adapt
RepurposeRepeat
Engage
Content Iteration
Engage - Short form blogs about B2B content marketingAnalyse – Interest from the Legal Industry Adapt – The Legal Industry Content Marketing Report Repurpose – Downloadable Content Marketing Reports for top 200 UK Law firms
Repurpose – Slideshare presentation/Webinar/Youtube video
Repurpose – Multiple blog posts about the report findings
Repeat - • Accountants• PR Firms • Tech Companies
Quantity can lead to quality: it gives you more data to work with and allows you to learn from your mistakes.
Test, track and collect data
Adapt and repurpose the content that works
Use multiple platforms - share snippets of it to platforms such as Medium or LinkedIn Pulse linking back to your site. If using video, upload it both on video networks and as a native video on other platforms.-
A short blog post can lead to a White paper, research piece, Video, Webinar, Slide share, Meetup group.
Content Iteration Tips
Thank you!
If you have any questions or would like to take a look at
Passle:
@ChrisG_Passle
chrisg@passle.net
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