legal marketing association new york, march 2013

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

March 21, 2013 Legal Marketing Association New York: Create Content That Matters

John McCrory Director, Content Strategy, Huge @johnmccrory

jmccrory@hugeinc.com

linkedin.com/in/johnmccrory

As a content strategist, I help organizations figure out how they can consistently create content that is meaningful to customers and builds the brand.

“

”

Agenda:

1. A changed landscape

2. Marketers as publishers

3. Four principles of

making great content

A changed

landscape.

How we get news has shifted.

Advertisers quickly noticed.

Our pitch calls ring at empty desks.

Journalism is an early warning

system of how digital is

upending all media businesses.

We’re at the Millennial Cliff.

0

10

20

30

40

50

60

70

80

90

100

Baby Boomers Gen X Millennials Gen Z

The Generations in 2015 In millions

Change leaps ahead

when technological change

works hand-in-hand with

generational social change.

Lawyers are going to get Yelped.

Are you ready for that?

Lawyers are going to get Yelped.

Are you ready for that?

How are you going to take

advantage of that?

Go direct:

Be a publisher.

Marketers as

publishers.

Four principles

of making great

content.

1.

Find a topic you can own.

A.

Know your strengths.

What topics do you know best?

B.

Know your audience.

What do they need to know?

What are they looking for before

they are looking for you?

Personas and scenarios.

C.

Pick what you’ll win on.

What’s the competition doing

and what audience needs are

not being met?

Opportunity

2.

Meet your audience on their

terms.

A.

Go where your customers are.

The audience chooses the

channel.

B.

“4 times in 4 different ways.”

Re-package and redistribute your

content in multiple formats.

Taste

Search listing

Tweet

Create content in different sizes.

Snack

Infographic

Video clip

Entrée

Blog post

Video

Full meal

Long-form

Article

eBook

C.

Plan for portability.

Design your content for search

and syndication.

Truncation happens.

•  For page titles and headings 50 characters

•  Summaries and descriptions 160 characters

•  Tweets are limited to 140 characters

•  Allow space: don’t write up to the limit

How brief is brief?

3.

Start small and do it really well.

A.

Be the person I want to know.

Craft a consistent voice and

don’t try to be everything for

everyone.

45 Main Street, 2nd Floor, Brooklyn, NY 11201

718 625 4843—www.hugeinc.com

Friday, December 17, 2010Fourseasons.com Redesign

Editorial Style Guide.

Guide content creators.

Friday, December 17, 2010 Page 7

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* Digital writing is like a good conversation... with a very busy person.

B.

Help your lawyers become better

writers and speakers.

•  Hire a writing or speaking coach.

•  Lawyers can earn CLE credits in webinars designed to improve their writing skills.

•  Provide media training.

•  Interview subjects instead of asking them to write, or pair them with a ghostwriter.

Improve communication skills.

C.

Create a content calendar.

Align your efforts to your

channels.

•  Make a spreadsheet with a column for each week for the next three months.

•  List each week’s events at the top of its column.

•  Make rows for each channel you use, and decide what you’ll create in each channel for each week.

•  Bonus points: color code your events by type or audience.

•  Near the end of the second month of a quarter, create the next quarter’s calendar.

Planning ahead cuts anxiety.

4.

Have a point of view.

“When you write, you are finding

the never-before thought about.”

If you want your audience to give

you time in their day, to pay

attention and listen to you,

you gotta have something to say.

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

Huge.

About Huge.

We help transform brands

and grow businesses.

Our approach.

Great user experiences are what drive

business performance and marketing.

AdAge A-List for 2012 Top ten agencies as ranked by AdAge, across all marketing disciplines.

Social media agency of the year 2011 and 2012 by OMMA / MediaPost.

Most innovative agency for 2012 by Digiday and One of Five for 2011 by Mashable.

Clients.