lmatech 2015 - chief content conductor: the new role for marketers - adam stock
TRANSCRIPT
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Chief Content Conductor:
The new role for marketers
Adam L. Stock, Allen Matkins
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This is who we
think we are
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Chief Content
Conductors
This is who we
really are
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We act like we want this
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When we really
want this
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Orchestrating music
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Orchestrating content
Associations
Blogs/RSS
Social Media
YouTube
Syndicators
PinterestPress
WebsiteEmail
Newsletters
Google+
Employees
Paid Media/Ads
Tweet Text Video Email Photo Blog Post Article Ad White PaperFormats:
Press Web Blog Update Tweet EmailDistribution:
JDSupraLexology
PRNewswire
Nat Law
Review
Company
Pages
Groups
Circles
Social
Channels
UpdatesRetweets
Forwards
Reposts
Newsfeeds
Shares
White Papers
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WMDs:
Weapons of Mass Distribution
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Our firm’s online footprint is
that of firms many times our size
This is not so good!
This is good!
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Our firm’s online footprint is
that of firms many times our size
This is not so good!
This is good!
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BIG #s
=
“SO WHAT!”
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We’re not
there yet
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CONTENT MARKETING
AND
SOCIAL NETWORKS
ARE THE
BEST THINGS
THAT EVER
HAPPENED TO
LEGAL MARKETING
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WHY?
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Our customers are there!
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Personal and firm
brands are
“right sized”
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Reputations can
be expanded
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What do we need to do
great content marketing?
Important
insights
That are
valuable
Communicated
well
Regularly
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What do we need to do
great content marketing?
Important
insights
That are
valuable
Communicated
well
Regularly
We have an entire
organization that
does this!
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AND IT WILL KEEP
GETTING BETTER!
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Getting information off
the Internet is like
taking a drink from a
fire hydrant– Mitchell Kapoor
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But our capacity to
absorb information
has not changed
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We need ways to filter
information that we value
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Good ideas and
insights win!
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Because good
information
gets shared!
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SO WHAT’S LEFT?
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We need to own content creation,
distribution & consumption!
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We need to own content creation,
distribution & consumption!
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We need to own content creation,
distribution & consumption!
We need to
provide
insight…
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We need to own content creation,
distribution & consumption!
We need to
provide
insight…
And present
it so that…
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We need to own content creation,
distribution & consumption!
We need to
provide
insight…
And present
it so that…
Our
audience
wants it!
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We need to orchestrate content
Message Audience
Medium Distribution
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EXAMPLES
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Email alerts
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Over 13,000 views! (so what)
Reaching prospective associates
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Education & thought leadership
Sharing
educational
content with
associations
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Educational video on LIBOR
CMBA National Mortgage News
Others will spread the word
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Focus on an important trend
California’s water crisis
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Others will spread the word
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Others will spread the word
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GOOD COMMUNICATION
IS A STRATEGIC ASSET
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Community
connections
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Transbay groundbreaking video:
great press for our clients and a door
opener for relationships
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The video built visibility and
relationships
Visibility: Over 2,200 views (so what!)
New Relationships
ClientGovt.
AuthorityPolitician
Attorneys
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The video built visibility and
relationships
Visibility: Over 2,200 views (so what!)
New Relationships
ClientGovt.
AuthorityPolitician
Attorneys Marketers
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Content marketing has been an
effective tool for developing business
& deepening relationships
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“Sizzle” videos to tell our clients’
and prospects’ stories
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