LMAtech2014 - THOUGHT LEADERSHIP & CONTENT MARKETING How to follow a leader—How to build...
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follow the leader how to build relationships & revenue through microsite thought leadership marketing
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Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas. Thought leadership positions you and your firm as an industry authority, resource and trusted advisor by establishing your reputation as a generous contributor to your industry. This program will include panelists who have launched thought leadership micro sites to expand their brands. We will discuss internal challenges to get this initiative off the ground and how to build a strategic, marketing plan with actionable items. We will show several examples of thought leadership micro sites and relate their success stories. Attendees will learn: The value of thought leadership micro sites and why they are on the rise The difference between thought leadership micro sites and blogs How to sell a thought leadership micro site internally How to plan and build thought leadership micro sites. Moderator Per Casey, President & CEO, Tenrec, Inc. Panelists John Byrne, President, Glencoe Media Group Inc. Jacqueline Madarang, Digital Marketing Technology Manager, Bradley Arant Boult Cummings LLP Molly Porter, Digital Communications Manager, DLA Piper
Transcript of LMAtech2014 - THOUGHT LEADERSHIP & CONTENT MARKETING How to follow a leader—How to build...
follow the leaderhow to build relationships & revenue through microsite thought leadership marketing
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A site that is associated with an organization, but is on a separate domain and has its own navigation, design and content.
A microsite is a website, distinct and separate from an organization’s main site, that delivers focused, relevant content about a specific topic or to a targeted audience.
Specialized group of information either editorial or commercial
The destination for a variety of highly targeted inbound links, whether driven by social media, emails, SEO links, ads or marketing campaigns.
What is a microsite?
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types
types of microsites
• Internal vs. External• Product or service focused• Thought leadership focused• Brand development• Event microsites• Product or service launch• Blurriness between blogs and microsites• Referential/info repository vs. Cutting edge content
types of microsites
types of microsites
types of microsites
types of microsites
types of microsites
• Internal vs. External• Product or service focused• Thought leadership focused• Brand development• Event microsites• Product or service launch• Blurriness between blogs and microsites• Referential/info repository vs. Cutting edge content
types of microsites
types of microsites
• Internal vs. External• Product or service focused• Thought leadership focused• Brand development• Event microsites• Product or service launch• Blurriness between blogs and microsites• Referential/info repository vs. Cutting edge content
types of microsites
benefits
benefits• Business development• Strategic, undiluted focus on a practice or subject
matter• Cross-selling / educational opportunities for lawyers /
clients• Thought-leadership and content marketing
opportunities • Help attorneys stay engaged on “hot”/trending
topics• Ability to be limited in lifespan, specific to timely
topics
example
example
example
process
process• Lawyer-driven vs. firm-driven vs. market/client-
driven(?)• Getting internal buy-in from PGLs/Board/EC• Selecting a platform
content
content• Tactics for encouraging content creation. Getting
attorneys/professionals to write• Creating and using editorial calendars• Curating / reusing content from other sources• Social media engagement / community building • Finding internal champions to encourage contribution• Ghostwriting?
example
upkeep
upkeep• Static vs. Dynamic content• Reference site vs. Community building• Centralized (mktg dept.) Vs. Delegated (practice
area)
metrics
metrics• Engagement• Visitors/impressions• Social media engagement• What not to measure
$#!!&&!
pitfalls
pitfalls• Moving sites along with firm brand and design
(mirror vs. impression/complementary)• Dated microsites, sites that become liabilities
(content or design-wise)• Single, small group attorney microsite?
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$#!!&&!
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questions?
more examples
more examples
more examples
more examples
more examples
more examples
more examples
more examples
more examples
more examples
more examples
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sites referencedBest Best and Krieger Knowledge Center www.bbknowledge.com Bike Law www.bikelaw.comBrownstein Hyatt Energy www.brownsteinenergylaw.com/Cozen O’Connor Public Strategies www.copublicstrategies.comCozen O’Connor Subrogation www.cozen.com/subrogationDistrict Policy Group www.districtpolicygroup.comDLA Piper Laws of the World www.dlapiperlawsoftheworld.com/ DLS Piper Data Protection www.dlapiperdataprotection.com/Drinker Biddle Healthcare www.drinkerbiddlehealthcare.comFred Reish.com www.fredreish.comGirard Gibbs Securities Litigation www.girdard-sec.comKPMG Institutes www.kpmginstitutes.comSutherland Workers Classification www.workerclassification.com/
Technology/Startup MicrositesCooleyGo www.cooleygo.comFoley Hoag Technology and Entrepreneurship
www.foleyhoag.com/our-firm/technology-and-entrepreneurship
Perkins Coie Startup Percolator www.startuppercolator.comPrinceton Lawyer princetonstartuplawyer.wordpress.com
