lma content marketing for law firms
DESCRIPTION
How Law Firms Can Win at Search, Social & Content MarketingTRANSCRIPT
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www.verticalmeasures.com
LEGAL MARKETING CONFERENCE
HOW TO WIN AT SEARCH, SOCIAL &
CONTENT MARKETING
Arnie Kuenn, President, Vertical Measures - @ArnieK
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ABOUT YOUR PRESENTER…
• President of Vertical Measures –
A Search, Social & Content Marketing Agency
• Instructor for the Content Marketing Institute &
Online Marketing Institute
• Been an Internet marketer longer than Google
has existed.
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“CONTENT MARKETING”
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CONTENT MARKETING - THE TOP PRIORITY
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WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
valuable content to your clients and prospects
without selling or interrupting them.
• Instead of pitching your services, you are delivering
information that makes your prospective client more
intelligent before they commit to you.
• If you deliver consistent, ongoing valuable
information to clients, they ultimately reward you
with their business and loyalty.
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BUT WHY CONTENT
MARKETING?
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HOW IMPORTANT IS SEARCH?
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded queries
of buyers click on organic
links vs the sponsored ads
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THINK LIKE A PUBLISHER!
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DEVELOP YOUR STRATEGY - SUMMARY
• Strategy will evolve through the whole
process
• Why are you creating the content you are
creating?
• Who is your audience?
• What types of content will you create?
• Who will create your content?
• When will you develop your content?
• What does success look like?
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WHAT ARE WE SEARCHING FOR?
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START YOUR RESEARCH HERE!
http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/
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LONG TAIL IS THE KEY!
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KNOW YOUR KEYWORDS
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MORE KEYWORD RESEARCH TOOLS
Google Keyword Suggest
Relate Searches
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MORE KEYWORD RESEARCH TOOLS
Google Insights
YouTube Related Searches
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More than 2204
questions about
“patent attorney”
(exact match).
More than 3,600
using broad match!
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Long tail searches
are the key to
success!
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LIST ALL CONTENT IDEAS IN A SPREADSHEET
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PUT TOGETHER AN EDITORIAL CALENDAR
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BENEFITS OF A BLOG
• Gives you a vehicle to post new content
• Allows for internal linking
• Keeps the search engines coming back – have 434% more indexed pages*
• Have 2X as many backlinks*
• Your site gets 55% more traffic*
• You have 79% more Twitter followers*
Source: *Hubspot
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HOW IN-HOUSE COUNSEL USE AND
PERCEIVE BLOGS
• In-house attorneys exhibit widespread trust (84%) in blogs.
• They read attorney-authored or firm-branded blogs more often than they read blogs written by actual journalists.
• More than half of respondents said they think a prominent blog will influence clients to hire one firm over another.
• While daily blog readership dropped 10% from 2010, weekly and monthly readership more than made up for it, shedding new light on the quality versus quantity debate.
Source: Greentarget
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ACHIEVING SUCCESS IS A CONTINUOUS,
PLANNED OUT PROCESS
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Tweet:
Content Marketing Book – @AccelerateBook is FREE on
Amazon Kindle – Today only! #LMA13
Kindle Version
April 9, 2013 Only
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Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
THANK YOU VERY MUCH!