the law hub: a new content strategy, plan and platform for law firms

The Law Hub A New Content Strategy, Plan and Platform for Law Firms.

PeterFounder & General Guru

Me and my Team.

RobinSales & Account Manager

AlexInternet Marketing Director

JillianCreative Director

SallyContent Director

ScottTechnical Director

GuiProject Manager

AndrewWeb Director

paperstreet.com

Website, Blog and Content?• Who has a website?

• Who has a blog?

• Who regularly blogs or writes?

paperstreet.com

Why Market via Content?

paperstreet.com

1.Traffic2.Clients3.Industry Experts

How Long Does it Take?

•It takes awhile.

•Don’t expect instant results.

•Regularly produce educational materials.

paperstreet.com

Three Parts to a Content

• Content Strategy

• Publishing Plan

• Technology

paperstreet.com

Before you Start• Audience

• Topics to Cover

• Communicate

paperstreet.com

Organize your Content• Find all Existing

Content.

• Create a Publishing Plan.

paperstreet.com

Tactics for Content• Easier Ideas– Blog Posts and Whitepapers – Webinars and Videos– Practice Area Content– Tools, Calculators– Newsletters

• More In-Depth Content– Case Studies– How-To– Data Sheets– Product / Feature Descriptions

• Basic Information– Testimonials– Reviews– Sales Process that is Trustworthy,

Transparent and Easy

• Long Term Information– Support and Help Documents– Same-Hour Response Time– Email Newsletters– Offers and Improvements

paperstreet.com

Your Team

• Content Champion• Writers• Technology

paperstreet.com

How to Create Content• Your Team

• Everyone Participates

• Make it a Game

• Notes / Files / Pin Board

paperstreet.com

Other Ways to Gain Content• Competitors.

• Don’t Hit Enter.

• Brainstorming sessions.

• You should write in the inverted pyramid.

• Answer questions up-front and then detail out responses in full.

• Create headlines, subheads, charts, graphics, bullet points to keep things interesting.

Readers Skim

paperstreet.com

Publishing Plan• Setup a plan to publish.

• Quality over Quantity

• Mostly In-House, but accept Guest Authors too.

paperstreet.com

The Law Hub

• A New Content Strategy, Plan and Platform for Law Firms

-– Educate & Inform– Industry Leader– The Portal

about your Practice

paperstreet.com

Areas of Concerns• High Bounce Rate

• Short Lifespan

• Low Engagement

paperstreet.com

Strategy• “How To” Articles that are maintained

Ex: How to file/respond to patent claims.

• Studies on specific areas of law or changes in the law Ex: Timeline of changes to a specific law or case.

• Resource Lists for a particular practice area

Ex: In depth list of all product recalls.

• Tools or Calculators for specific practice areas Ex: Child Support Calculator.

paperstreet.com

Technology and Examples• Law Hub:

https://www.rosen.com/• Law Hub:

http://www.drugwatch.com • Non Legal:

https://www.codecademy.com/learn/web

• Distance Learning: https://www.khanacademy.org/economics-finance-domain/macroeconomics

paperstreet.com

Current ContentWhat your content is

now.• Home Page• About Pages• Attorney List• Practice Area List• Blog posts• Contact Page

paperstreet.com

What is a Good Law Hub? Hint, it is not about You.• Your site should be about your core

practice area.

• Stop writing about me, me and me.

• Focus on an industry or practice.

• Dominate your area with all available information online. Become THE resource topic.

• Stop focusing the website on “Me” content.

paperstreet.com

The Problem with “Me” Content

Does Not Solvethe Users Issue.

paperstreet.com

The Problem with the Traditional Firm Architecture

• Focuses only on “Me”.

• Menu is About, Attorneys and Contact.

It is so BORING

The Problem with Practice Area Content

it makesus cry.

paperstreet.com

The Problem with Blogging• Good content gets buried. • No Curation• Once a post is written, read,

it is gone after a week or two.

• Your best content should always be available.

• Your best content should be easy to find.

paperstreet.com

The Future of Law Firm Content• Fail or Succeed• Not just about you. • It is about resources the firm

provides to the public. • Set yourself apart as an

industry resource. • Firms that invest in

publishing worthwhile information will succeed.

Content Checklist

paperstreet.com

Focus of the Website• Stop the “Me” content. • Focus the website on your blog

content.• Minimize the buttons about the

firm and about attorney bios.• Have contact information readily

available on every single page. Also have a contact button in case people still want to click on that.

• Turn your blog and practice areas into a Hub (see examples below).

paperstreet.com

Blog• Curated Content. • Name a Publisher. • Organize the Content. • Find Evergreen Content.

paperstreet.com

Design a New Layout• Categories • Outline• Recent• Noteworthy• Education Timeline (Beginner,

Intermediate, Advanced). • Related Posts• Blog to Book• Images

paperstreet.com

Publishing Plan• Yearly • Quarterly• Monthly• Weekly/Daily

paperstreet.com

Write. Write. Write

8 Time Winner 3 Time Winner Gold Winners 1st Place Winner

11 Time Winner

8 Time Winner

Thank You

paperstreet.com