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Chief Content Conductor:
The new role for marketers
Adam L. Stock, Allen Matkins
This is who we
think we are
Chief Content
Conductors
This is who we
really are
We act like we want this
When we really
want this
Orchestrating music
Orchestrating content
Associations
Blogs/RSS
Social Media
YouTube
Syndicators
PinterestPress
WebsiteEmail
Newsletters
Google+
Employees
Paid Media/Ads
Tweet Text Video Email Photo Blog Post Article Ad White PaperFormats:
Press Web Blog Update Tweet EmailDistribution:
JDSupraLexology
PRNewswire
Nat Law
Review
Company
Pages
Groups
Circles
Social
Channels
UpdatesRetweets
Forwards
Reposts
Newsfeeds
Shares
White Papers
WMDs:
Weapons of Mass Distribution
Our firm’s online footprint is
that of firms many times our size
This is not so good!
This is good!
Our firm’s online footprint is
that of firms many times our size
This is not so good!
This is good!
BIG #s
=
“SO WHAT!”
We’re not
there yet
CONTENT MARKETING
AND
SOCIAL NETWORKS
ARE THE
BEST THINGS
THAT EVER
HAPPENED TO
LEGAL MARKETING
WHY?
Our customers are there!
Personal and firm
brands are
“right sized”
Reputations can
be expanded
What do we need to do
great content marketing?
Important
insights
That are
valuable
Communicated
well
Regularly
What do we need to do
great content marketing?
Important
insights
That are
valuable
Communicated
well
Regularly
We have an entire
organization that
does this!
AND IT WILL KEEP
GETTING BETTER!
Getting information off
the Internet is like
taking a drink from a
fire hydrant– Mitchell Kapoor
But our capacity to
absorb information
has not changed
We need ways to filter
information that we value
Good ideas and
insights win!
Because good
information
gets shared!
SO WHAT’S LEFT?
We need to own content creation,
distribution & consumption!
We need to own content creation,
distribution & consumption!
We need to own content creation,
distribution & consumption!
We need to
provide
insight…
We need to own content creation,
distribution & consumption!
We need to
provide
insight…
And present
it so that…
We need to own content creation,
distribution & consumption!
We need to
provide
insight…
And present
it so that…
Our
audience
wants it!
We need to orchestrate content
Message Audience
Medium Distribution
EXAMPLES
Email alerts
Over 13,000 views! (so what)
Reaching prospective associates
Education & thought leadership
Sharing
educational
content with
associations
Educational video on LIBOR
CMBA National Mortgage News
Others will spread the word
Focus on an important trend
California’s water crisis
Others will spread the word
Others will spread the word
GOOD COMMUNICATION
IS A STRATEGIC ASSET
Community
connections
Transbay groundbreaking video:
great press for our clients and a door
opener for relationships
The video built visibility and
relationships
Visibility: Over 2,200 views (so what!)
New Relationships
ClientGovt.
AuthorityPolitician
Attorneys
The video built visibility and
relationships
Visibility: Over 2,200 views (so what!)
New Relationships
ClientGovt.
AuthorityPolitician
Attorneys Marketers
Content marketing has been an
effective tool for developing business
& deepening relationships
“Sizzle” videos to tell our clients’
and prospects’ stories
