For your reference here is an interesting video currently making the rounds: a smart conversation that deserves a listen if you are a law firm marketer who cares about using content in your marketing strategy.
The ostensible focus: a look at all of the ways Thomson Reuters has leveraged current tools and practices to reach and engage audiences via content – but really, the wide-ranging conversation is of value to anyone who wants to get a handle on content marketing.
My bullet point notes, hastily written, included below:
Derek Gordon of Reimagine Group touches upon many issues in this video. I highlight a few below; stand-out remarks that I think every law firm marketer needs to underscore when they bring a content strategy to their firm.
We use this language here at JD Supra every day:
1. It starts with knowing your audience deeply.
You must deeply understand your audience: who are they? Where do they gather? Where do they like to read the information they care about? What do they care about?
2. Marketing departments need to act like publishers.
Think of yourself as a mini New York Times. Write articles, blog posts, case studies – repurpose content across many channels.
3. Social is a channel.
Social media – that catch-all phrase – is a channel for distribution and engagement. Use your channels to promote your content.
However, regarding this third point: the video opens with a key observation. Content marketing is not about pitching – via brochures etc. – your firm’s products and services, but rather engagng your target constituents by giving them something they care about.
In other words: don’t use social channels to spam your story. Address the needs of the people you want to engage.
I stopped counting the number of times I heard “know your audience” – a key point. (Audience response to your promotional materials: “Enough about you, what about us.”)
Further, consider your content strategy in three segments:
1. Content – the work you are creating to reach people, and the degree to which it is optimized for Search and Social.
2. Cloud – summed up as the characteristic of this age: always being available, whenever people want what they are looking for. (One take-away: don’t put your content behind a screen. Also: deliver to people where they gather.)
3. Technology – leveraging what is available to you today to open channels to reach your audience.
All good stuff. All affirmed by what we see at JD Supra daily. The best firms and lawyers participating on JD Supra today regularly write content that means something to the audience they are trying to reach, and they see the work from the point of view of audience need.
Don’t under-appreciate the notion of figuring out where your audience gathers. This, in my view, is one key point defining the shape of the online landscape today: content is portable. You don’t have to “build it” and wait for “them” to come. Now, more than ever, you can take your work to where people gather. And, while everyone in our space seems to argue about whether lawyers gather on the likes of Facebook and Twitter (we know lawyers gather on LinkedIn!) … here’s a truth: their/your clients gather on those platforms.
Which is why your firm should be participating there.
(Hat tip to Ed Adams for tweeting the vid.)