lma content marketing for law firms

www.verticalmeasures.com

LEGAL MARKETING CONFERENCE

HOW TO WIN AT SEARCH, SOCIAL &

CONTENT MARKETING

Arnie Kuenn, President, Vertical Measures - @ArnieK

ABOUT YOUR PRESENTER…

• President of Vertical Measures –

A Search, Social & Content Marketing Agency

• Instructor for the Content Marketing Institute &

Online Marketing Institute

• Been an Internet marketer longer than Google

has existed.

“CONTENT MARKETING”

CONTENT MARKETING - THE TOP PRIORITY

WHAT IS CONTENT MARKETING?

• Content marketing is the art of providing relevant,

valuable content to your clients and prospects

without selling or interrupting them.

• Instead of pitching your services, you are delivering

information that makes your prospective client more

intelligent before they commit to you.

• If you deliver consistent, ongoing valuable

information to clients, they ultimately reward you

with their business and loyalty.

BUT WHY CONTENT

MARKETING?

HOW IMPORTANT IS SEARCH?

of all consumers use search

prior to making a purchase

Source: GroupM

of searchers conduct non-

branded queries

of buyers click on organic

links vs the sponsored ads

THINK LIKE A PUBLISHER!

DEVELOP YOUR STRATEGY - SUMMARY

• Strategy will evolve through the whole

process

• Why are you creating the content you are

creating?

• Who is your audience?

• What types of content will you create?

• Who will create your content?

• When will you develop your content?

• What does success look like?

WHAT ARE WE SEARCHING FOR?

START YOUR RESEARCH HERE!

http://www.verticalmeasures.com/content/content-brainstorming-tools-for-2013/

LONG TAIL IS THE KEY!

KNOW YOUR KEYWORDS

MORE KEYWORD RESEARCH TOOLS

Google Keyword Suggest

Relate Searches

MORE KEYWORD RESEARCH TOOLS

Google Insights

YouTube Related Searches

More than 2204

questions about

“patent attorney”

(exact match).

More than 3,600

using broad match!

Long tail searches

are the key to

success!

LIST ALL CONTENT IDEAS IN A SPREADSHEET

PUT TOGETHER AN EDITORIAL CALENDAR

BENEFITS OF A BLOG

• Gives you a vehicle to post new content

• Allows for internal linking

• Keeps the search engines coming back – have 434% more indexed pages*

• Have 2X as many backlinks*

• Your site gets 55% more traffic*

• You have 79% more Twitter followers*

Source: *Hubspot

HOW IN-HOUSE COUNSEL USE AND

PERCEIVE BLOGS

• In-house attorneys exhibit widespread trust (84%) in blogs.

• They read attorney-authored or firm-branded blogs more often than they read blogs written by actual journalists.

• More than half of respondents said they think a prominent blog will influence clients to hire one firm over another.

• While daily blog readership dropped 10% from 2010, weekly and monthly readership more than made up for it, shedding new light on the quality versus quantity debate.

Source: Greentarget

ACHIEVING SUCCESS IS A CONTINUOUS,

PLANNED OUT PROCESS

Tweet:

Content Marketing Book – @AccelerateBook is FREE on

Amazon Kindle – Today only! #LMA13

Kindle Version

April 9, 2013 Only

Contact: 888-476-1881 www.VerticalMeasures.com

More Traffic. More Leads. More Business.

THANK YOU VERY MUCH!