1. Become a Content Marketing Rock Star
Tom Matte
CEO &
Author of
2

2. “
...the Internet has turned
what used to be a
controlled, one-way
message into a real-time
”
dialogue with millions.
Danielle Sacks
Writer, Fast company
3

3. Back in the Old Days
• Your website contained most of
your content.
• Prince was a megastar.
• Those days are over!
4

4. In Today’s World
• Your content opportunity exposure is virtually
limitless.
• You can participate in multiple channels to
drive enormous traffic to your site and
convert prospects to clients.
• Prince does not exist for today’s
younger generation.
5

5. Content Marketing Agenda
• What does it mean?
• Where do you find ideas for content?
• How do you differentiate from others?
Text
• How do you promote your content through social media?
• What role does your website play?
• How do you measure and track results?
6

6. Content Marketing
Definition
“Content marketing is an online strategy providing
valuable content to drive visitors to your website and
convert those visitors into qualified leads.”
7

7. Rock Star
Definition
“Someone who doesn't follow rules, they make their own.
The go out of their way to be extraordinary, different from
everyone else. They sometimes choose to have exotic
piercings or tattoos, some have really, really crazy hair! But
those are not the only kind of rock stars...
8

8. Define Your Content Marketing Strategy
Purpose
Audience
Message
Call To Action - Engagement First, Sales Second
9

9. Content
Marketing
It’s All
Connected!
Business
Development Website
Plan
10

10. B2B Study
• 51% of companies are using blogs
• 78% use social media
• 55% use Twitter, 54% use Facebook, 51% use LinkedIn
• 61% use email newsletters
• 36% of the respondents believe the great challenge is creating
and delivering content that engages customers and prospects
2010 Study, MarketingProfs and Junta 42
11

11. Nine out of Ten
“9 out of 10 B2B marketers surveyed
said they are using content marketing
to grow their businesses.”
MarketingProfs, 2010
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15. “
Focus on the core
problem your business
solves and put out
lots of content
and enthusiasm, and
”
ideas about how to solve
that problem.
Laura Fitton
Keynote Speaker
Founder, OneForty.com
16

16. Planning Your Strategy
• Define your audience and identify what’s important to them
• Gain buy-in on the subject matter from your practice area partner
• Pick the channels to promote your content
• Recycle the content – 9 lives for a white paper!
• Commit to the time investment
• Measure your effectiveness
• Are you going to be Milli Vanilli
or The Rolling Stones?
17

17. Where to find ideas
• J.D. Supra
• LexBlog Network
• Above the Law
• ABA Journal
• Practice-specific publications
• Other thought leaders/bloggers in your practice area
18

18. “
No matter what, the very
first piece of social
media real estate I’d start
”
with is a blog.
Chris Brogan
Keynote Speaker
Founder, New Marketing Labs
19

19. Your Blog
• Start your blog – it is the cornerstone of all content marketing
• Determine your writing style – humorous, academic, legal?
• How is your point of view different from others? Controversial?
• Will the size of your firm be reflective through the writing?
• Make it relevant to your market - regional, national or global?
• Quality is a big differentiator; Make it visually appealing
• Be aware of what others are writing in your field.
• Create an editorial calendar
20

20. Rock n’ Roll Blog Analogy
• Content is Elvis
• Updating is Dylan
• Design is Madonna
• Call to action is Mick
• Winning the game is being
nominated for the Rock n’ Roll Hall
21

21. “
You can’t expect to just
write and have visitors come
”
to you – that’s too passive.
Anita Campbell
Founder & CEO,
SmallBizTrends.com
22

22. Ways to Promote Content
• Repurpose the blog for online publications
• Make a podcast, create a Slideshare
• Upload to J.D. Supra and any other relevant sites
• Turn your blog into a newsletter
• Be a guest blogger on other sites
• Write comments on other blogs
• Establish credible links with other thought leaders
• Use Social Media for multiple touch points
23

23. Promoting Content with Social Media
• Be Tweeted
• Grow followers in practice area
• Engage daily
• Curate other relevant information
• Publish in LinkedIn
• Connect tweets to LinkedIn
• Join LinkedIn Groups
• Start a LinkedIn Group
25

24. Promoting Content with Social Media
• Post on Facebook
• Get over it!
• Quora
• Question & Answer Site
• Show Thought Leadership
• Stumble Upon
• Google+
• It will help with SEO
26

25. From Content to New Clients
• Ultimate goal is to make sales
• Your website becomes your place for a CALL-TO-ACTION
• It’s about action and not eyeballs
27

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28. Antitrust
Appellate Litigation
Bank Regulatory
Developing Practice Areas
Class Action
Corporate
Employment
• Ideally you can create content for every
practice area and customer need
Environmental Law
Intellectual Property• What are your practice areas?
Labor/Management Relation
Mergers and Acquisitions
Real Estate
Sustainability
Trademark
30

29. “ If you have more money
than brains, you should
focus on outbound
marketing. If you have more
brains than money, you
should focus on inbound
”
marketing.
Anita Campbell
Founder & CEO,
SmallBizTrends.com
31

30. Creating a Call to Action
• Why? Capture names
• Offers value to prospects
• Enables you to interact with prospects
• Sends them to a dedicated landing page
32

31. Designing a Landing Page
• Clean design
• No distractions
• No external links
• Gives more information about what they
are going to get
• Must have form
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33. “
In a way, the Web is like your
Hollywood agent: It speaks
”
for you whenever you’re not
around to comment.
Chris Brogan & Julien Smith
Authors of Trust Agents
35

34. Measuring Results
• Track with Google Analytics & Hubspot
• What needs to be improved?
• What are people responding to?
• What impact has it had on sales?
36

35. Blog Post Frequency
37

36. Proving Impact of Social Media
38

37. Measuring Acquisition by Source
39

38. Showing ROI
40

39. Reviewing Lead Data
41

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