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
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Website, Blog and Content?• Who has a website?
• Who has a blog?
• Who regularly blogs or writes?
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Why Market via Content?
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1.Traffic2.Clients3.Industry Experts
How Long Does it Take?
•It takes awhile.
•Don’t expect instant results.
•Regularly produce educational materials.
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Three Parts to a Content
• Content Strategy
• Publishing Plan
• Technology
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Before you Start• Audience
• Topics to Cover
• Communicate
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Organize your Content• Find all Existing
Content.
• Create a Publishing Plan.
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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
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Your Team
• Content Champion• Writers• Technology
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How to Create Content• Your Team
• Everyone Participates
• Make it a Game
• Notes / Files / Pin Board
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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
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Publishing Plan• Setup a plan to publish.
• Quality over Quantity
• Mostly In-House, but accept Guest Authors too.
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The Law Hub
• A New Content Strategy, Plan and Platform for Law Firms
-– Educate & Inform– Industry Leader– The Portal
about your Practice
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Areas of Concerns• High Bounce Rate
• Short Lifespan
• Low Engagement
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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.
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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
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Current ContentWhat your content is
now.• Home Page• About Pages• Attorney List• Practice Area List• Blog posts• Contact Page
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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.
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The Problem with “Me” Content
Does Not Solvethe Users Issue.
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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.
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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.
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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
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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).
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Blog• Curated Content. • Name a Publisher. • Organize the Content. • Find Evergreen Content.
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Design a New Layout• Categories • Outline• Recent• Noteworthy• Education Timeline (Beginner,
Intermediate, Advanced). • Related Posts• Blog to Book• Images
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Publishing Plan• Yearly • Quarterly• Monthly• Weekly/Daily
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Write. Write. Write
8 Time Winner 3 Time Winner Gold Winners 1st Place Winner
11 Time Winner
8 Time Winner
Thank You
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