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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..

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PUBLISHING

AUDIENCEIMPACT

SUPPORT

The Virtuous Circle of Content Marketing

PUBLISHING

AUDIENCEIMPACT

SUPPORT

Technology:

• Web site

• Atty profiles

• Publications & alerts

• Blog(s)

• Emails

• Social

The Virtuous Circle of Content Marketing

PUBLISHING

AUDIENCEIMPACT

SUPPORT

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

PUBLISHING

AUDIENCEIMPACT

SUPPORT

Analytics

• How much visibility did we get?

• Who read us?

The Virtuous Circle of Content Marketing

PUBLISHING

AUDIENCEIMPACT

SUPPORT

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

“

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]_________________