Crafting Your Online Story…
Demystifying the Process Behind Content Marketing
Lindsay Griffiths + Adrian Lurssen + Laura Toledo
1. BIG PICTURE
WANT TO KNOW v NEED TO KNOW
The Opportunity:
Cloud Computing: Legal Issues on the Horizon
New Parental Leave Law Expands the Massachusetts Maternity Leave Act
Every Employer Faces BYOD Risks, Even Those Who Don't Allow It
Anthem's Breach: How Employers Should Respond
Lessons From Lance Armstrong About the Finality of Arbitration Awards
Affordable Care Act Presents New Risks to Employers Who Misclassify Workers
2015 Proxy Season: What to Expect
Teva and Its Potential Impact on Patent Litigation
“WE NEED A BLOG!”Like, yesterday.
The Virtuous Circle of Content Marketing
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PUBLISHING
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The Virtuous Circle of Content Marketing
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Technology:
• Web site
• Atty profiles
• Publications & alerts
• Blog(s)
• Emails
• Social
The Virtuous Circle of Content Marketing
PUBLISHING
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Who are you trying to reach?
• Why?
• What do they care about?
• What do they need to hear?
• Where are they?
The Virtuous Circle of Content Marketing
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Analytics
• How much visibility did we get?
• Who read us?
The Virtuous Circle of Content Marketing
PUBLISHING
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Actionable Intel…
• Why?
• Who?
• Impact?
• Opportunities?
• Next steps?
• How do we optimize?
WHY? (AND WHO?)
• We want more local media mentions. • We want to introduce a new practice group. • We want to build a business development pipeline nationally.• We want our clients to know we’re good at what we do.• We want to keep our clients informed.• We want mindshare in a niche market/specific industry segment.• We want to show everyone that we are the best at what we do.• We want networking/business development opportunities.• Among many others…
2. TACTICAL
Earn your readers(one title at a time…)
The America Invents Act Important Patent Law Changes Top Ten Reasons To File Your
Patent Applications Before March 16, 2013
Write titles that tell busy people why to read (…not just what they’ll read if they happen to click your link).
TIMELY
What’s the news?
6th Circuit Rules That Showing Up for Work is Not Required
EVERGREEN
Why does the news matter to me?
The One Thing Every Company’s Telecommuting Policy Must Include
TIMELY Wal-Mart and the Death
Knell for Amending the FCPA
The Impact of the New York Times Report on Wal-Mart’s Bribery Scandal
An overview on FCPA Reform? Who wants what changed, and why?
Internal compliance investigations in international business. Team make-up. Reporting structure. Accountability.
Characteristic of a good FCPA compliance program
Why can’t we do business on local terms? FCPA role in international business
Best senior management practices for FCPA compliance
“WE CAN’T TOUCH THIS TOPIC.” This type of editorial framing also allows you to participate,
even on news stories involving sensitive client issues.
EVERGREEN vs.
THE FRONT OF THE BOOKSTORE
MY SOURCES: Frequent customer requests Best sellers from all sections New books by popular authors Book reviews Radio/TV interviews
(“Terry Gross just interviewed…”)
MY TAKEAWAYS: Don’t give people what you want
them to have… Don’t give them what you hope
they want… Give people what you know they
want… Constantly work to understand
what they want…
YOUR BEST SOURCES:
1.Your clients2.Your readers3.The media
“I’M OFTEN ASKED…”
I am often asked…
1. ________________
2. ________________
3. ________________
4. ________________
5. ________________
6. ________________
Editorial CalendarArticle due first and third Weds of month
September1. [Client]_________________2. _______________________
October3. [Client]_________________4. _______________________
November5. [Client]_________________6. _______________________
…/cont
Global employment issues
Data breach notification laws
Sexual harassment by executives
STEM OPT Extensions
Key roles of CEO
Can healthcare electronic hacking be prevented
Google patent wins
Biggest legal issues for businesses
Employment issues for startups
YOUR READERS: Revisit popular topics Look for themes
(turn them into series) Look for searches that don’t
match existing titles/posts See how your readers are being
social
Follow the leads What are your competitors writing about? What new cases have been decided? What news articles are trending? What are the other bloggers saying? Any new legislative actions? I subscribe to numerous RSS feeds and have them all categorized so I can quickly scan to see what's happening in our industry sectors. I can then relay story ideas to our team of bloggers.
- Heather Morse-Geller
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THE MEDIA (TIMELY): Scan mainstream and
industry/sector-specific outlets Don’t break the news… …write about why the news that
has broken matters to your clients
Pay attention to media language
Editorial CalendarArticle due first and third Weds of month
September1. [Client]_________________2. [Reader]________________
October3. [Client]_________________4. [News]_________________
November5. [Client]_________________6. [News]_________________
…/cont
Editorial CalendarArticle due first and third Weds of month
December1. [Client]_________________2. [Reader]________________
January3. [Client]_________________4. [News]_________________
February5. [Client]_________________6. [News]_________________