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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
March 21, 2013 Legal Marketing Association New York: Create Content That Matters
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John McCrory Director, Content Strategy, Huge @johnmccrory
linkedin.com/in/johnmccrory
As a content strategist, I help organizations figure out how they can consistently create content that is meaningful to customers and builds the brand.
“
”
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Agenda:
1. A changed landscape
2. Marketers as publishers
3. Four principles of
making great content
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A changed
landscape.
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How we get news has shifted.
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Advertisers quickly noticed.
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Our pitch calls ring at empty desks.
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Journalism is an early warning
system of how digital is
upending all media businesses.
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We’re at the Millennial Cliff.
0
10
20
30
40
50
60
70
80
90
100
Baby Boomers Gen X Millennials Gen Z
The Generations in 2015 In millions
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Change leaps ahead
when technological change
works hand-in-hand with
generational social change.
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Lawyers are going to get Yelped.
Are you ready for that?
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Lawyers are going to get Yelped.
Are you ready for that?
How are you going to take
advantage of that?
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Go direct:
Be a publisher.
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Marketers as
publishers.
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Four principles
of making great
content.
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1.
Find a topic you can own.
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A.
Know your strengths.
What topics do you know best?
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B.
Know your audience.
What do they need to know?
What are they looking for before
they are looking for you?
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Personas and scenarios.
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C.
Pick what you’ll win on.
What’s the competition doing
and what audience needs are
not being met?
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Opportunity
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2.
Meet your audience on their
terms.
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A.
Go where your customers are.
The audience chooses the
channel.
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B.
“4 times in 4 different ways.”
Re-package and redistribute your
content in multiple formats.
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Taste
Search listing
Tweet
Create content in different sizes.
Snack
Infographic
Video clip
Entrée
Blog post
Video
Full meal
Long-form
Article
eBook
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C.
Plan for portability.
Design your content for search
and syndication.
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Truncation happens.
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• For page titles and headings 50 characters
• Summaries and descriptions 160 characters
• Tweets are limited to 140 characters
• Allow space: don’t write up to the limit
How brief is brief?
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3.
Start small and do it really well.
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A.
Be the person I want to know.
Craft a consistent voice and
don’t try to be everything for
everyone.
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45 Main Street, 2nd Floor, Brooklyn, NY 11201
718 625 4843—www.hugeinc.com
Friday, December 17, 2010Fourseasons.com Redesign
Editorial Style Guide.
Guide content creators.
Friday, December 17, 2010 Page 7
Tone of Voice7KH�)RXU�6HDVRQV�GLJLWDO�EUDQG�DGKHUHV�WR�WKH�FRUH�EUDQG�YDOXHV�RI�)RXU�6HDVRQV�ZKLOH�LQWURGXFLQJ�DGGLWLRQDO�YDOXHV�WKDW�UHÀHFW�WKH�FKDQJLQJ�IDFH�RI�GLJLWDO�PHGLD��%\�LGHQWLI\LQJ�WKHVH�TXDOLWLHV��ZH�FDQ�EHWWHU�SRVLWLRQ�DOO�ZULWWHQ�FRQWHQW�WR�PDNH�VXUH�WKHUH�LV�EUDQG�FRQVLVWHQF\�DQG�WKH�)RXU�6HDVRQV�PHVVDJH�UHPDLQV�RQ�WDUJHW��1RW�RQO\�GRHV�WKLV�VWUDWHJ\�VHW�XS�WKH�H[SUHVVHG�YDOXHV�IRU�WKH�VLWH��EXW�DOVR�KHOSV�FXUUHQW��DQG�IXWXUH��ZULWHUV�DQG�FRQWULEXWRUV�FUDIW�DSSURSULDWH�FRQWHQW��,W�LV�FUXFLDO�IRU�REWDLQLQJ�JXHVW�FRQ¿GHQFH�ZLWKLQ�WKH�VLWHV�
7KH�WRQH�RI�YRLFH�HPERGLHV�ERWK�FRUH�DQG�DGGHG�GLJLWDO�YDOXHV��
Core Brand Values�� Warmth
�� Elegance
�� Quality
Added Digital Values �� Dynamic
�� Modern
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Images and Text Go Hand in Hand 7RR�RIWHQ�ZH�VHSDUDWH�LPDJH�DQG�WH[W�EUDQGLQJ��EXW�LQ�DFWXDOLW\��WKH\�VKDUH�WKH�VDPH�YDOXHV�DQG�VKRXOG�VXSSRUW�HDFK�RWKHU�FRQJUXHQWO\�LQVWHDG�RI�HDFK�H[LVWLQJ�LQ�D�YDFXXP��$V�VXFK��ZRUGV�DQG�WH[W�FDQ�MXVW�DV�HDVLO\�H[SUHVV�HPRWLRQ��WHOO�D�VWRU\��DQG�EH�SOHDVLQJ�WR�RXU�H\HV�DQG�HDUV�DV�LPDJHV�DQG�YLGHR���� '\QDPLF��)RFXV�RQ�WKH�H[SHULHQFH��DQG�GHVFULEH�ZKDW�LW�IHHOV�OLNH�WR�EH�WKHUH�� 0RGHUQ�DQG�6WUDLJKIRUZDUG��%H�FRQYHUVDWLRQDO��\HW�WR�WKH�SRLQW�� 8QLTXH��6KRZ�WKDW�)RXU�6HDVRQV�LV�D�FRPSDQ\�RI�XQLTXH�SHRSOH�VSHDNLQJ�WR�RWKHUV�E\�XVLQJ�¿UVW�DQG�VHFRQG�SHUVRQ
Just Tell the Story :RUGV�DQG�WH[W�DUH�KRZ�ZH�WHOO�VWRULHV��UHPHPEHU�H[SHULHQFHV��DQG�FRPPXQLFDWH�RQ�RQH�RI�WKH�PRVW�EDVLF�KXPDQ�OHYHOV��6WRULHV�DUH�FRPSHOOLQJ��6WRULHV�DUH�HIIHFWLYH��6WRULHV�DUH�KRZ�ZH�PDNH�VHQVH�RI�WKH�ZRUOG�
$QG�LW�LV�RXU�WDVN�WR�WHOO�WKH�VWRU\�RI�)RXU�6HDVRQV��DQG�LQ�GRLQJ�VR��PDNH�WKH�JXHVW�WKH�PDLQ�SURWDJRQLVW��,W¶V�D�VWRU\�WKDW�VWDUWV�OLNH�DQ\�RWKHU��ZLWK�LQWURGXFWLRQV�DQG�SOHDVHQWULHV��DQG�ZKLFK�HYHQWXDOO\�UHODWHV�GHWDLOV��FOLPD[HV��DQG�PHHWV�D�¿QDO�UHVROXWLRQ��)RXU�6HDVRQV�ZULWLQJ�RQOLQH�VKRXOG�IROORZ�WKH�VDPH�VWRU\�SURJUHVVLRQ��DQG�LW�VKRXOG�EH�D�VWRU\�WKDW�WKH�JXHVW�FDQ¶W�KHOS�EXW�need�WR�¿QLVK�
*UDE�WKH�DWWHQWLRQ�RI�JXHVWV�DQG�WHOO�WKHP�D�IRFXVHG�VWRU\���D�VWRU\�ZKLFK�HQGV�LQ�FRQ¿UPHG�ERRNLQJV�
* Digital writing is like a good conversation... with a very busy person.
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B.
Help your lawyers become better
writers and speakers.
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• Hire a writing or speaking coach.
• Lawyers can earn CLE credits in webinars designed to improve their writing skills.
• Provide media training.
• Interview subjects instead of asking them to write, or pair them with a ghostwriter.
Improve communication skills.
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C.
Create a content calendar.
Align your efforts to your
channels.
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• Make a spreadsheet with a column for each week for the next three months.
• List each week’s events at the top of its column.
• Make rows for each channel you use, and decide what you’ll create in each channel for each week.
• Bonus points: color code your events by type or audience.
• Near the end of the second month of a quarter, create the next quarter’s calendar.
Planning ahead cuts anxiety.
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4.
Have a point of view.
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“When you write, you are finding
the never-before thought about.”
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If you want your audience to give
you time in their day, to pay
attention and listen to you,
you gotta have something to say.
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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843
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Huge.
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About Huge.
We help transform brands
and grow businesses.
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Our approach.
Great user experiences are what drive
business performance and marketing.
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AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year 2011 and 2012 by OMMA / MediaPost.
Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.
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Clients.