Content Marketing in Practice: Strategy and Tactics for the Legal Industry

1. Content Marketing in Practice
Strategy & Tactics for the Legal Industry

2. Table of Contents
STRATEGY
● Inbound Marketing
● Buyer Personas
● Competitor Analysis
● Keyword Research
● Content Strategy
TACTICS
● Search Engine Optimization (SEO)
● Search Engine Marketing (SEM)
● Email Marketing
● Social Media Marketing
● Key Performance Indicators

3. Strategy

4. Inbound Marketing
STRATEGY

7. CLICK IMAGE TO DOWNLOAD

8. Key Takeaways
● 3 out of 4 marketers prioritize an inbound
approach to marketing.
● Both inbound and outbound marketers rank
paid advertising as the #1 most overrated
marketing tactic.
● Proven marketing ROI unlocks budget. But you
have to be tracking it with closed-loop
marketing
● Leading marketers recognize that inbound is a
long game. Both past success and past failure
with inbound correlates with an inbound
marketing budget increase.
● Inbound is the preferred marketing strategy
regardless of company type. B2B, B2C, nonprofit
-- everyone’s implementing inbound tactics.
● Inbound campaigns achieve higher ROI than
outbound. This holds true across different
company sizes and budgets.
● Establishing a Marketing-Sales service level
agreement (SLA) leads to higher ROI. The
presence of an SLA also correlates with budget
and staff increases.

9. Buyer Personas
STRATEGY

10. CLICK IMAGE TO GO TO THE BUYER PERSONA INSTITUTE

12. 5 Rings of Buying Insights
What business
conditions
trigger this
buyer’s decision
to look for our
product or
service?
Priority
Initiative
Success
Factors
Perceived
Barriers
Decision
Criteria
Buyer’s
Journey
What results or
outcomes does
this persona
expect from our
product or
service?
What attitudes
or concerns
prevent this
buyer from
purchasing our
product or
service?
What features of
our product or
service does
this persona
evaluate when
comparing
alternatives?
What steps does
this persona go
through to make
a decision and
is anyone else
involved?

13. Insights Give You Confidence
● Where to prioritize marketing investments
● When sales people and campaigns can engage qualified buyers
● How to focus creative and marketing efforts to impact buyers’ choices
● Why the recommended strategy has the highest potential to achieve goals
● What to include in messaging strategy and marketing content
● Who sales people and lead generation campaigns should target

14. Three Rules for Buyer Personas
● Focus only on characteristics that tell you how to persuade the buyer
● Consider demographics during the final stage of persona development
● Build an additional persona only when the differences impact the buyer’s
decisions

15. The Process
1. Focus on the Five Rings of Insight
2. Locate and recruit buyers to interview
3. Conduct revealing buyer interviews
4. Create personas from interview findings
5. Leverage buyer personas for marketing and sales enablement

16. Competitor Analysis
STRATEGY

18. Company Marketing Grade Traffic Rank Indexed Pages
Linking
Domains
mozRank Facebook Fans Twitter Followers Klout Score
Outbrain 85 84 2,750 3,534 6.4 89,181 15,732 63
Relevance 85 138,038 2,350 983 6.2 993 16,806 55
Contently 80 24,742 99,100 3,468 5.7 45,297 59,694 68
Brand Networks 79 293,860 6,010 162 5.6 31,772 2,195 49
Taboola 74 188 4,100 1,347 6.3 11,284 5,730 51
Triplelift 72 93,617 420 553 6.1 414 1,392 n/a
OneSpot 72 635,294 705 316 5.3 287 2,798 n/a
Sharethrough 70 48,680 87 825 6 3,714 5,595 n/a
Distroscale 67 519,968 40 20 4.3 40 98 n/a
Disqus 60 621 10,100,000 111,545 8.1 134,682 16,031 61
Zemanta 54 83,783 115 21,162 7 2,805 7,737 48
Nativo 44 120,971 n/a 127 5.7 126 597 n/a
Click here to start a free Hubspot trial to receive a complete Competitor Analysis

19. Keyword Research
STRATEGY

23. Content Strategy
STRATEGY

25. PERSONA LIFECYCLE STAGE
Charles
The Client
AWARENESS
Have realized and expressed
symptoms of a problem or opportunity.
CONSIDERATION
Have clearly defined and given a
name to their problem or opportunity.
DECISION
Have defined their solution
strategy or approach.
Problem or opportunity the
above persona needs help with:
Charles is looking to improve his
advertising and lead
generation efforts. Traditional
advertising is expensive and
continues to be less and less
effective. He’s looking for a
better solution to drive website
traffic and convert leads on his
website.
Content Ideas:
Pay Per Click Advertising for
Beginners
Why Facebook Ads Don’t Suck:
How to Make Them Work for You
5 Vital Social Media Rules Small
Businesses Should Follow
8 Tips for Marketing Your
Business on Facebook - and
Getting Real Results
Content Ideas:
TIPSHEETS:
10 Ways Social Media Positively
Affects Small Business
Performance
8 Steps a Small Business Can
Take to Counter Social Media
Risks
GUIDES:
Understanding the Many
Acronyms of Online Advertising
and Internet Marketing
Content Ideas:
CASE STUDIES
TESTIMONIALS
BOFU OFFER:
Get Started
Build a Customized
Targeting Set That
Matches Your Audience
Persona

27. Tactics

28. Search Engine Optimization
TACTICS

31. Search Engine Marketing
TACTICS

35. Lauren Libet
Llibet@thestate.com
Recommended Outsourcing Resources

36. Email Marketing
TACTICS

39. Social Media Marketing
TACTICS

41. Social Media Advertising
Custom & Tailored
Audience Targeting
Make your content magically appear in the
newsfeeds of people in your contact
database as well as those who have recently
visited your website.
● Facebook Custom Audiences
● Twitter Tailored Audiences

42. Key Performance
Indicators
TACTICS

43. Key Performance Indicators
Free KPI Tracking Spreadsheet
Set goals for your team and measure success. Use
Excel to track company goals and progress. Hold
your departments accountable.