lmatech2013: the power of content marketing: how to leverage thought leadership
DESCRIPTION
Linda Pepe, Director of Marketing, Mintz Levin Content Marketing is a proven way to gain exposure to clients and potential clients. By effectively re-purposing thought leadership through multiple online channels, attorneys can enhance their professional reputation in the marketplace. Linda will share how Mintz Levin expanded its reach by leveraging the power of social media (blogs, Twitter, Facebook, LinkedIn, Google+) and multiple distribution partners including JD Supra, Lexology, Mondaq, and the National Law Review. She’ll take you through a case study using tracked article views, and show how an actual blog post was distributed and picked up around the web. Additionally she will share stories of how smart distribution of attorney-authored thought leadership has led to interviews with reporters, meetings with potential clients, and client engagements.TRANSCRIPT
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
2013 LMA Technology WestOnline Tools for Marketing & Business Development
The Power of Content Marketing:
How to Leverage Thought LeadershipLinda PepeDirector of Marketing On leave – Mintz Levin
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Content Marketing: What is it?
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distribution of Thought Leadership
Then & Now
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADATODAY515
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Social Media & External Partners
• LinkedIn• Twitter• Facebook• Google+• Blogs• Videos
• Mondaq• National
Law Review• Lexology• JD Supra• Martindale
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distribution of a Typical Advisory
Practice Group Mailing Lists
Posted to Mintz website
Mintz LinkedIn
Mintz Facebook
Mintz Google+
Mintz Blog Postings
LexisNexis Martindale-Hubbell
Lexology
JD Supra
Mintz Twitter
Moreover.com
Bloomberg
Thompson Gale
Bureau Van Dijk
Google News Service
Mondaq Newsletter + Site
Yahoo News Service
Mondaq Twitter Feed
MSN News
BingReuters
Datastar
Westlaw
Lexis-Nexis
BBC
MediaFed
Quicklaw America
Barrons Factivia
Financial Times
Justia
ComplinetOneSource
Australian Corporate Lawyers Association Wall Street Journal
Smartbrief
Newstex
Yellowbrix
E-space.co.uk
25+ Twitter Accounts 200 LinkedIn groups
National Law Review site
RSS Feeds to various State Bar Associations
14 National Law Review newsletters
JD Supra Linkedin Legal
Channel
JD Supra Site
JD Supra Newsletter Subscribers
JD Supra Facebook Page
JD Supra Twitter FeedJD Supra
RSS feed
Justia
Newstex
Alltop
Complinet
NuWire
Lexology Newsletter + Site
The French Corporate Counsel Association (AFJE)
The Association of Corporate Counsel
(ACC)
The Corporate Lawyers Association of South
Africa (CLASA)
The Corporate Lawyers Association of New Zealand
(CLANZ)
The State Bar of Texas
The State Bar of California
The American Intellectual Property
Law Association
The International Technology Law
Association ITechLaw
The Singapore Corporate Counsel Association
(SCCA)
The Society for Computers
and Law
The Association of Media and
Entertainment Counsel AMEC
Attorneys & Senior Professionals
National Law Review
Mondaq
Shared through followers and connections
Shared + liked
Tweeted/Retweeted
Martindale-Hubble site
Law.com
Lawyers.com + Attorneys.com
American Bar Assoc
Inside Counsel
Minority Corporate Counsel Assoc
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distributing Thought Leadership via Social Media
LinkedIn | Twitter | Facebook | Google+ | Blogs
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distributing Thought Leadership via External Partners
Mondaq | Lexology | JD Supra National Law Review | Martindale-Hubbell
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
2012 Distribution Partner Article Views
Mondaq 52,209Lexology100,030JD Supra 843,813National Law Review 61,650Martindale 9,336
Total Tracked Views1,067,038
(88,920 average reads per month)
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Case Study:
Distribution of a Blog Post
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
ML LinkedIn1157
ML Facebook53
ML Google+29
ML Twitter326
Blog Posting 1116
Lexology 373
Mondaq 302
National Law Review
812
JD Supra 2088
Pushed out via social media: 1565 Total Trackable Reads: 4691
Canada SingaporePoland China
Switzerland England New ZealandHong Kong Japan
Countries Reading: Companies Reading:
GreeceLiechtenstein AustraliaNetherlands Brazil
ItalySouth Africa Germany India
Google Yahoo! Xerox Canon Nestle
American Express Verizon Boeing Marriott
Barnes & Noble Merck Red Bull Nationwide Mutual
GlaxoSmithKline The Hartford TD Ameritrade T-Mobile
Law360Thompson Reuters CBS
+ ? Non-Trackable Reads
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Successful Strategy? Yes!
• Social Media & Distribution Partnerships:– 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 client engagements
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
What's next? Hot Topics Videos!
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
14 days = 32,564 video views!
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2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Questions?
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