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The Power of Content Marketing
1. Marketing Technologies: Digital Marketing Ideas Worth Spreading
The Power of Content Marketing:
How to Leverage Thought Leadership
Linda Pepe | Director of Marketing | Mintz Levin
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2. Content Marketing: What is it?
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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3. Distribution of
Thought Leadership
Then & Now
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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4. 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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5. Social Media & External Partners
• LinkedIn • Mondaq
• Twitter • Lexology
• Facebook • JD Supra
• Google+ • National Law
• Blogs Review
• Martindale
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
6. Distribution of a Typical Advisory
Shared through followers and
Lawyers.com + Attorneys.com
Attorneys & Senior Professionals connections
Mintz LinkedIn
American Bar Assoc Shared + liked
Practice Group
Mailing Lists Mintz Facebook Tweeted/Retweeted
Inside Counsel
Posted to
The French Corporate
Mintz website Mintz Google+ Counsel Association
Martindale-Hubble site
(AFJE)
Minority Corporate
Counsel Assoc LexisNexis Martindale- Mintz Twitter The Corporate Lawyers
Hubbell Association of South
Law.com
Africa (CLASA)
The Singapore Corporate
Mintz Blog Postings Counsel Association
(SCCA)
The Association of
National Law Lexology Corporate Counsel
Review site (ACC)
National Law
14 National Law The State Bar
Review Lexology
of Texas
Review newsletters Mondaq Newsletter + Site
Newsletter +
JD Supra Mondaq Site
RSS Feeds to various JD Supra The Corporate Lawyers The State Bar
State Bar Associations Site MSN News Association of New Zealand of California
Yahoo News (CLANZ)
JD Supra Google News
JD Supra Service Westlaw
Twitter Feed Service
JD Supra The American
Linkedin Legal
RSS feed Mondaq Bing Intellectual Property
Channel Quicklaw
JD Supra Facebook Reuters Twitter Feed Law Association
America
Page Datastar
Justia Lexis-Nexis
Bloomberg The International
JD Supra
BBC Technology Law
Newsletter Justia
Barrons Factivia Association ITechLaw
Google Subscribers Thompson Gale
Complinet
Financial The Society
Newstex Moreover.com for Computers
OneSource Times Complinet Bureau and Law
Van Dijk
NuWire Alltop MediaFed
Australian Corporate The Association
Lawyers Association Wall Street Journal Yellowbrix of Media and
Entertainment
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Newstex Counsel AMEC
E-space.co.uk
Smartbrief
25+ Twitter Accounts
200 LinkedIn groups
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7. Distributing
Thought Leadership
via Social Media
LinkedIn | Twitter | Facebook | Google+ |Blogs
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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8. 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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9. Distributing
Mintz Thought Leadership
via External Partners
Mondaq | Lexology | JD Supra
National Law Review | Martindale-Hubbell
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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10. 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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11. 2012 Distribution Partner Article Views
Mondaq 52,209
Lexology 100,030
JD Supra 843,813
National Law Review 61,650
Martindale 9,336
Total Tracked Views 1,067,038
(88,920 average reads per month)
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
12. Mintz Case Study:
Distribution of a
Blog Post
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
13. Blog Posting 1116
1157 ML LinkedIn
Lexology 373
53 ML Facebook
Mondaq 302
29 ML Google+
National Law
812
Review
326 ML Twitter
JD Supra 2088
Pushed out via social media: 1565 Total Trackable Reads: 4691 + ? Non-Trackable Reads
Countries Reading: Companies Reading:
Canada Poland Singapore China Google Yahoo! Xerox Canon Nestle
American Express Verizon Boeing Marriott
Switzerland Hong Kong England Japan New Zealand
Barnes & Noble Merck Red Bull Nationwide Mutual
Netherlands Liechtenstein Australia Greece Brazil
GlaxoSmithKline The Hartford TD Ameritrade T-Mobile
2013 LMA ANNUAL CONFERENCE
South Africa Germany India Italy | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Thompson Reuters CBS Law360
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15. Successful Strategy? Yes!
– Led to many re-tweets & shares, such as one by an
Associate GC of a major corporation, others by columnists,
(one with 267,234 followers)
– Picked up by major publications like the New York Times
– Led to print & broadcast interview requests from the Wall
Street Journal, Business Week, Adweek, National Law
Journal, Law 360, Corporate Counsel, Reuters, and others
– Led to meetings with potential clients & new clients
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
16. Questions?
(Scan to connect with me.)
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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Editor's Notes
Traditional marketing is becoming less and less effective, with most people so used to print and online ads that they don’t even see them anymore.The Future is Content Marketing.When Done Right it’s a Powerful Tool that will Help Raise the your Firms and your Attorneys Brand Awareness, and Increase Lead Generation!
Lets start with the basics – just what is Content Marketing?Basically, it’s the art of communicating with your clients and potential clients without selling.Instead of pitching your law firm, you are delivering useful information. The concept behind this strategy is that if weconsistently provide timely, useful thought leadership to potential clients, eventually they’ll reward us with their business.What are some of the most effective Content Marketing Tactics?Writing Articles/Alerts/AdvisoriesPosting to Blogs • Distributing via LinkedIn • Google+ • Twitter • Facebook • VideosUsing Distribution Partners to push your content out even further
Lets take a look at the Evolution of Thought Leadership Distribution:
15 years ago: Communications like advisories were printed and mailed. Were seen by firm clients only5 years ago: Big improvement. Emailed and posted to website. More immediate. Reached many more clients - plus now some potential clientsToday: Huge change. Thought Leadership is posted, emailed, sent out via social media, and distribution partners
Here is what that “Today” looks like at Mintz Levin – we’re using a robust mix of Social Media & Syndication Partners to distribute our attorney thought leadership.
Just what does that distribution model look like?When an attorney writes an AdvisoryIt goes to our internal mailing list, Practice mailing lists, posts to the websiteWe send it out through our various social media channelsAnd we send it out to our distribution partnersOnly a small portion of these sources provide analytics, but virtually all of them are Google searchable and help thought leadership be found
Lets talk a bit more about the social media portion of that distribution model.
• Linkedin is the social network used more by In House Counsel than any other! Over 2/3 of In House Lawyers consult LinkedIn profiles. -Make sure you claim your LinkedIn Company Page so you can use it to push out Thought Leadership. • 2/3 of the Fortune 100 companies have at least one Twitter account - At Mintz we have Journalists • Biz executives • In House Counsel following us:• Facebook is the #1 Most popularSocial Media Platform worldwide with more than 1+ billion active Facebook users - It can be a difficult network for law firms to get engagement, but still well worth using.• Google+ is probably the best social network you aren’t using! - It’s now the 2nd most popular social network with 343 million active users - Because of the relationship between Google+ and Google search, using it can help get your content to the top of Google searches• Blogs are important way to help establish your firms attorneys as thought leaders in key practice areas and help raise the firm profile - More than 40% of corporate counsel rely on blogs as a top source of information - 55% said a law firm’s blog can influence hiring decisions–All of these networks provide a great opportunity for law firms to connect with their community and create valuable top-of-mind awareness.
Lets talk about the Distribution Partners we use and some of the reasons why
Mondaq’s site has approximately 528,000 registered readers • Great analytics: Provides specific data about our readers, including name, company name, position, contact info, etcLexology has great distribution, the most important being the Association of Corporate Counsel! • They also register readers & can provide specific data about companies that are reading our thought leadership and about highest read articlesJD Supra doesn’t require registration. This means that we get far more views, but not actual readers names, positions, etc. in the analytics• Widely read and we alsoget a tremendous amount of shares for our thought leadership through themThe National Law Review is another great option, particularly for firms on a budget • Their site is highly SEO’d, which helps it get crawled quickly by search engines We are using Martindale for it’s well known profiles, but also as another distribution partner • Provide an Audience of qualified buyers of legal services
2012: We got over a million article reads through our distribution partners!Pretty impressive, huh? And here are some other very impressive statistics::• Mintz ranks in top 3 contributors to the National Law Review!• In Sept and Dec Mintz had the most North American article reads of any firm on Mondaq!• Mintz total reads are over 2 ½ times higher than the AmLaw 100 competition on Lexology!• And - Mintz Levin had the highest number of article views & profile views of any firm on JD Supra!!!
At the beginning I took you through the distribution process a typical Advisory at Mintz Levin takes.Now lets look at a real life example – a blog post
Lets follow the distribution of ablog post about trademark issues related to Beyoncé and Jay-z’s daughter, Blue Ivy Carter:
The post was read and picked up all over the webAdditionally, it led to three separate media interviews in one day!
Of course the real question is “Is our Content Marketing Strategy paying off?” Yes!!!Led to many shares & retweets • had pick ups by major pubs like the NY Times • Led to interviews with pubs like Wall Street Journal, Business Week, National Law Journal, etcMost importantly – led to new client work!Here is one of my favorite stories:One of our blogging attorneys got a voice mail at 7:30 am one morning from out of nowhere. A panicked-sounding general counsel of a video game producer in California found her post about data breach laws online, read the her blog, and called to engage us for a data breach investigation. it was 4:30 am his time, and as he put it they“were under attack”. She returned his call while on her way to work and he hired us on the spot! And that is just one of many new clients who have found us through our Content Marketing Strategy!
I know time is tight - I will be around after the session if you want to ask me any QuestionsAlso – Feel free scan the QR code to access my mobile business card.