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

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

Post on 20-Mar-2017

335 views

Category:

Law

3 download

Embed Size (px)

TRANSCRIPT

<p>PowerPoint Presentation</p> <p>The Law Hub A New Content Strategy, Plan and Platform for Law Firms.</p> <p>1</p> <p>PeterFounder &amp; General Guru</p> <p>Me and my Team.</p> <p>RobinSales &amp; Account ManagerAlexInternet Marketing Director</p> <p>JillianCreative Director</p> <p>SallyContent Director</p> <p>ScottTechnical Director</p> <p>GuiProject Manager</p> <p>AndrewWeb Director</p> <p>2</p> <p>Website, Blog and Content?Who has a website?</p> <p>Who has a blog?</p> <p>Who regularly blogs or writes?</p> <p>paperstreet.com</p> <p>3</p> <p>Why Market via Content?</p> <p>paperstreet.comTrafficClientsIndustry Experts</p> <p>paperstreet.com</p> <p>1.Traffic - Increase site traffic through search rankings and referrals2.Clients - Convert visitors into clients through proving your value and worth.3.Industry Expert - Set yourself apart as an industry expert (leads to other intangibles like speaking engagements, notoriety, and overall staying abreast of the law.</p> <p>4</p> <p>How Long Does it Take?</p> <p>It takes awhile. </p> <p>Dont expect instant results.</p> <p>Regularly produce educational materials.</p> <p>5</p> <p>Three Parts to a ContentContent Strategy</p> <p>Publishing Plan</p> <p>Technology</p> <p>paperstreet.com</p> <p>1.Content Strategy You need evergreen content. Evergreen content is content that can be reused and does not expire. Your strategy should be to focus on your key practice area and become the resource on the topic. Evergreen content examples can be:a.How To Articles that are maintained (Ex: How to file/respond to patent claims)b.Studies on specific areas of law or changes in the law (Ex: Timeline of changes to a specific law or case history).c.Resource Lists for a particular practice area (Ex: In depth list of all product recalls)d.Tools or Calculators for specific practice areas (Ex: Child Support Calculator)e. Graphs and Timelines of Events2.Publishing Plan You need a set plan for a year, quarter, monthly and weekly articles. You need at least one yearly research project, four quarterly pieces to bolster your central topic, monthly articles that are planned out and weekly posts as needed. 3.Technology You need not just a blog. You need a Law Hub. A blog is simply a running list of ideas, whereas a Law Hub guides the user into relevant articles and education materials. The key difference is a blog is often a running list of articles versus a curated and related lists of articles. 6</p> <p>Before you StartAudience</p> <p>Topics to Cover</p> <p>Communicate</p> <p>paperstreet.com</p> <p>1.Audience Who do you want to target?Issues and Topics to Cover What do you want to write about?Distributing your AssetsWillsTrustsIrrevocable TrustsRevocable TrustsSpecial Needs TrustsDurable Power of AttorneyHealth Care SurrogateProbateUnlicensed Practice of LawGuardianshipLiving WillMedicareMedicaidElder Abuse/Exploitation3.Communicate How does your audience want to receive the information? Blog, Forum, LinkedIn, FB, Twitter, Email, Newsletters, Direct Contact . . . Print?</p> <p>7</p> <p>Organize your ContentFind all Existing Content.</p> <p>Create a Publishing Plan. </p> <p>paperstreet.com</p> <p>You need to organize all existing content and set a plan. Create a yearly, quarter and monthly plan for all articles that you will produce, edit and publish.8</p> <p>Tactics for ContentEasier IdeasBlog Posts and Whitepapers Webinars and VideosPractice Area ContentTools, CalculatorsNewsletters</p> <p>More In-Depth ContentCase StudiesHow-ToData SheetsProduct / Feature Descriptions</p> <p>Basic InformationTestimonialsReviewsSales Process that is Trustworthy, Transparent and Easy</p> <p>Long Term InformationSupport and Help DocumentsSame-Hour Response TimeEmail NewslettersOffers and Improvements</p> <p>paperstreet.com</p> <p>1.Early Stagea.Blog Posts b.Webinarsc.Practice Area Contentd.Tools, Calculatorse.White Papersf.Videosg.Newsletters2.Decision Stagea.Case Studiesb.How-Toc.Demo Videosd.Data Sheetse.Product / Feature Descriptions3.Conversion Stagea.Testimonialsb.Reviewsc.Sales Process that is Trustworthy, Transparent and Easy4.Retentiona.Support and Help Documentsb.Same-Hour Response Timec.Email Newslettersd.Offers and Improvements</p> <p>9</p> <p>Your TeamContent ChampionWritersTechnology</p> <p>paperstreet.com</p> <p>1.Content Champion (aka your Publisher) This person will set the tone, topics and schedule for the team. They need to beg, borrow, and plead with the team to produce content. This person can also edit all of the copy too (but you may need an editor too)2.Writers This is your core team. You need everyone involved. Get everyone excited and see the benefits (more clients, better success for the firm, more salary for them, etc.) Try not to make this a requirement of their job, instead make a game of this and offer incentives (carrot vs. the stick).3.Technology You need a good CMS that can easily post content. You also need to be on social to syndicate all your content.</p> <p>10</p> <p>How to Create ContentYour Team</p> <p>Everyone Participates</p> <p>Make it a Game</p> <p>Notes / Files / Pin Board</p> <p>paperstreet.com</p> <p>Your team should create content. We personally have a weekly team meeting called our Cool meeting. It is called that because everything we send in to review is wellcool. The key is that everyone should participate. Your team is constantly reading articles, writing and they should simply send a quick email to a set email account that collects all ideas. The team can discuss, assign who will write and come up with a master plan.Other firms and teams have stored local files where they drop in ideas or use online pin boards, notes, Google Docs. Whatever works for your business is fine. Just make sure you have one central location to collect ideas and have regular meetings to evaluate their potential.</p> <p>11</p> <p>Other Ways to Gain Content</p> <p>Competitors. </p> <p>Dont Hit Enter. </p> <p>Brainstorming sessions.</p> <p>paperstreet.com</p> <p>1.Competitors. Review competitors sites and see what is working for them (and ranking high).2.Brainstorming sessions. Once you have a killer idea, conduct a brainstorming sessions whereby every comes up with topics for articles on the subject. 3.Google Trends. You can use Google trends to see what is popular and evaluate ideas.4.Dont Hit Enter. Use Google autosuggest to see topic ideas. Simply type in a few words and Google will simply suggest searches that are really great topics to write on.</p> <p>12</p> <p>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.</p> <p>Readers Skim</p> <p>Publishing PlanSetup a plan to publish.</p> <p>Quality over Quantity</p> <p>Mostly In-House, but accept Guest Authors too.</p> <p>paperstreet.com</p> <p>Setup a plan to publish. This should be a yearly plan, quarterly plan, monthly and even weekly. We typically have a yearly plan of an overall theme. That theme is then broken down into quarterly plans that are sub-themes. Then we can focus on specific content on a monthly basis and support that with weekly posts. Obviously breaking news, new ideas and other topics can mess up the schedule, but the goal is to have an overall plan. You can have your in-house team work on content, but also be open to guest authors. Make sure your content is about quality and not quantity.</p> <p>14</p> <p>The Law HubA New Content Strategy, Plan and Platform for Law Firms -Educate &amp; InformIndustry LeaderThe Portal about your Practice</p> <p>paperstreet.com</p> <p>Your content needs to educate. It needs to inform users, set you apart, and provide information to potential clients. Once you are set out as an industry leader, people will seek you out long-term, either through referrals or search. It needs to be THE portal about your practice. You need a Law Hub of information.The current approach to law firm blogging and content strategy needs to be improved. Historically, law firm blogs have high bounce rates, short lifespan, and low engagement. Lets discuss those three areas of concern and see how we can improve.</p> <p>15</p> <p>Areas of ConcernsHigh Bounce Rate</p> <p>Short Lifespan</p> <p>Low Engagement</p> <p>paperstreet.com</p> <p>1.High Bounce Rate Your bounce rate is the percentage of people who land on your site and leave the site without visiting another page. Blog content usually has a high bounce rate because articles are singular in focus, without related materials, which means users simply move on after reading one post. 2.Short Lifespan - The content is has a very short life expectancy, which also results in posts being consumed and forgotten. 3.Low Engagement - Finally, even if a user likes the original post, they may not find related content. Engagement is limited to one-time posts. Only a select few blogs build a consistent following.</p> <p>16</p> <p>StrategyHow To Articles that are maintained Ex: How to file/respond to patent claims.</p> <p>Studies on specific areas of law or changes in the law Ex: Timeline of changes to a specific law or case.</p> <p>Resource Lists for a particular practice area Ex: In depth list of all product recalls.</p> <p>Tools or Calculators for specific practice areas Ex: Child Support Calculator. </p> <p>paperstreet.com</p> <p>Technology and ExamplesLaw 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 </p> <p>paperstreet.com</p> <p>Current ContentWhat your content is now.Home PageAbout PagesAttorney ListPractice Area ListBlog postsContact Page</p> <p>paperstreet.com</p> <p>What is a Good Law Hub? Hint, it is not about You.Your site should be about your core practice area. </p> <p>Stop writing about me, me and me.</p> <p>Focus on an industry or practice.</p> <p>Dominate your area with all available information online. Become THE resource topic. </p> <p>Stop focusing the website on Me content. </p> <p>paperstreet.com</p> <p>Your site should be about your core practice area. Stop writing about me, me and me. Yes, you need to have information about your firm and biographies, but do not make that the feature. Instead focus on how your firm services a particular industry or practice areas.Dominate your area with all available information online. Become THE resource topic. Have multiple, competing groups? Great, you can break your practice groups into various sections and have detailed information on each. But stop focusing the website on Me content. Instead focus on the client issues and how you can solve.20</p> <p>The Problem with Me Content </p> <p>Does Not Solvethe Users Issue.</p> <p>paperstreet.com</p> <p>Me content does not solve the users issue. Sure, they need background information about you, but you can weave that into the content. If they are really interested in you, they are going to Google you anyways and find detailed third-party reviews. Those are more important than content that is on your website21</p> <p>The Problem with the Traditional Firm ArchitectureFocuses only on Me.</p> <p>Menu is About, Attorneys and Contact.</p> <p>paperstreet.com</p> <p>The traditional architecture of a law firm website focuses on me content. The menu is focused on About, Attorneys, and Contact. The only areas that might have useful content are Practices and Blog. However, even the areas that have useful content have problems.22</p> <p>It is so BORING</p> <p>The Problem with Practice Area Contentit makesus cry.</p> <p>It reads like a to do list or history of the practice. </p> <p>It does not inform the potential client of what you can be doing, what they should be doing, and setting you up as an industry leader.</p> <p>23</p> <p>The Problem with BloggingGood content gets buried. No CurationOnce 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.</p> <p>paperstreet.com</p> <p>The problem with traditional blogging is that good content gets buried. Sure, it can be found via search, but the casual browser of your site is not going to find the best pieces that you wrote several years ago. Instead you need to curate your content.Once a post is written, read, it is gone after a week or two. We want to change this dynamic. Your best content should always be available. Your best content should be curated into topics, categories, sections, with a plan for each client to easily digest.</p> <p>24</p> <p>The Future of Law Firm ContentFail or SucceedNot 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. </p> <p>paperstreet.com</p> <p>The firms who simply put up a static website about their firm, practice, bios and a few blog posts will fail online from a content marketing standpoint. Content marketing is not just about you. It is about resources the firm provides, for free, to the public. You need to set yourself apart as an industry resource. Firms that invest in publishing worthwhile information will succeed. Here is checklist to dominate your practice area.25</p> <p>Content Checklist</p> <p>Focus of the WebsiteStop 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).</p> <p>paperstreet.com</p> <p>BlogCurated Content. Name a Publisher. Organize the Content. Find Evergreen Content. </p> <p>paperstreet.com</p> <p>a.Curated Content. Dont just throw crap posts up each day and expect them to be read.b.Name a Publisher. Appoint an internal Publisher or hire a Publisher to review all your current content. This is the first step to simply organize all your content. Do you have 10 posts, 100, or 1,000 to review? c.Organize the Content. What are the most important articles you have written? Also can organize by most popular, most recent, related content, editors choice, and topic area.Find Evergreen Content. Are there articles from 2, 3 or 10 years ago that are still helpful and accurate? If so, great, you have evergreen content that can and should be promoted.</p> <p>28</p> <p>Design a New LayoutCategories OutlineRecentNoteworthyEducation Timeline (Beginner, Intermediate, Advanced). Related PostsBlog to BookImages</p> <p>paperstreet.com</p> <p>i.Categories - Showcase your knowledge by categories. Dont just list categories, but give examples of each article contained within.ii.Outline Showcase a course outline of available topics and guide the user into the order they should be read. Again, this requires a curator, which takes more time, but can pay dividends as clients read more and more. iii.Recent Yes, definitely have recent events, news, articles posted. You want to keep this fresh. iv.Noteworthyv.Education Timeline (Beginner, Intermediate, Advanced). vi.Related Posts: Another idea is to list (or have the blog auto-list) related posts and content at the bottom of each article to encourage the use to read more. A robust hub can also relate each piece to a...</p>