lmatech 2015 - chief content conductor: the new role for marketers - adam stock

Chief Content Conductor:

The new role for marketers

Adam L. Stock, Allen Matkins

This is who we

think we are

Chief Content

Conductors

This is who we

really are

We act like we want this

When we really

want this

Orchestrating music

Orchestrating content

Associations

Blogs/RSS

Social Media

YouTube

Facebook

Syndicators

LinkedIn

Twitter

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

WMDs:

Weapons of Mass Distribution

Our firm’s online footprint is

that of firms many times our size

This is not so good!

This is good!

Our firm’s online footprint is

that of firms many times our size

This is not so good!

This is good!

BIG #s

=

“SO WHAT!”

We’re not

there yet

CONTENT MARKETING

AND

SOCIAL NETWORKS

ARE THE

BEST THINGS

THAT EVER

HAPPENED TO

LEGAL MARKETING

WHY?

Our customers are there!

Personal and firm

brands are

“right sized”

Reputations can

be expanded

What do we need to do

great content marketing?

Important

insights

That are

valuable

Communicated

well

Regularly

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!

AND IT WILL KEEP

GETTING BETTER!

Getting information off

the Internet is like

taking a drink from a

fire hydrant– Mitchell Kapoor

But our capacity to

absorb information

has not changed

We need ways to filter

information that we value

Good ideas and

insights win!

Because good

information

gets shared!

SO WHAT’S LEFT?

We need to own content creation,

distribution & consumption!

We need to own content creation,

distribution & consumption!

We need to own content creation,

distribution & consumption!

We need to

provide

insight…

We need to own content creation,

distribution & consumption!

We need to

provide

insight…

And present

it so that…

We need to own content creation,

distribution & consumption!

We need to

provide

insight…

And present

it so that…

Our

audience

wants it!

We need to orchestrate content

Message Audience

Medium Distribution

EXAMPLES

Email alerts

Over 13,000 views! (so what)

Reaching prospective associates

Education & thought leadership

Sharing

educational

content with

associations

Educational video on LIBOR

CMBA National Mortgage News

Others will spread the word

Focus on an important trend

California’s water crisis

Others will spread the word

Others will spread the word

GOOD COMMUNICATION

IS A STRATEGIC ASSET

Community

connections

Transbay groundbreaking video:

great press for our clients and a door

opener for relationships

The video built visibility and

relationships

Visibility: Over 2,200 views (so what!)

New Relationships

ClientGovt.

AuthorityPolitician

Attorneys

The video built visibility and

relationships

Visibility: Over 2,200 views (so what!)

New Relationships

ClientGovt.

AuthorityPolitician

Attorneys Marketers

Content marketing has been an

effective tool for developing business

& deepening relationships

“Sizzle” videos to tell our clients’

and prospects’ stories