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

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


PeterFounder & General Guru

Me and my Team.

RobinSales & Account ManagerAlexInternet Marketing Director

JillianCreative Director

SallyContent Director

ScottTechnical Director

GuiProject Manager

AndrewWeb Director


Website, Blog and Content?Who has a website?

Who has a blog?

Who regularly blogs or writes?


Why Market via Content?

paperstreet.comTrafficClientsIndustry Experts

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.


How Long Does it Take?

It takes awhile.

Dont expect instant results.

Regularly produce educational materials.


Three Parts to a ContentContent Strategy

Publishing Plan


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

Before you StartAudience

Topics to Cover


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?


Organize your ContentFind all Existing Content.

Create a Publishing Plan.

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

Tactics for ContentEasier IdeasBlog Posts and Whitepapers Webinars and VideosPractice Area ContentTools, CalculatorsNewsletters

More In-Depth ContentCase StudiesHow-ToData SheetsProduct / Feature Descriptions

Basic InformationTestimonialsReviewsSales Process that is Trustworthy, Transparent and Easy

Long Term InformationSupport and Help DocumentsSame-Hour Response TimeEmail NewslettersOffers and Improvements

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


Your TeamContent ChampionWritersTechnology

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.


How to Create ContentYour Team

Everyone Participates

Make it a Game

Notes / Files / Pin Board

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.


Other Ways to Gain Content


Dont Hit Enter.

Brainstorming sessions.

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.


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

Publishing PlanSetup a plan to publish.

Quality over Quantity

Mostly In-House, but accept Guest Authors too.

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.


The Law HubA New Content Strategy, Plan and Platform for Law Firms -Educate & InformIndustry LeaderThe Portal about your Practice

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.


Areas of ConcernsHigh Bounce Rate

Short Lifespan

Low Engagement

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.


StrategyHow 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.

Technology and ExamplesLaw Hub: Hub: Non Legal: Distance Learning:

Current ContentWhat your content is now.Home PageAbout PagesAttorney ListPractice Area ListBlog postsContact Page

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