The media landscape has changed. Marketers must become publishers and create great content. This presentation helps legal marketers to approach the new demands of marketing in the digital age.

1. March 21, 2013
Legal Marketing Association New York: Create Content That Matters
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

2. “ As a content strategist, I help
organizations figure out how they
can consistently create content that
is meaningful to customers and
builds the brand.
”
John McCrory
Director, Content Strategy, Huge
@johnmccrory
jmccrory@hugeinc.com
linkedin.com/in/johnmccrory

3. Agenda:
1. A changed landscape
2. Marketers as publishers
3. Four principles of
making great content

4. A changed
landscape.

5. How we get news has shifted.

6. Advertisers quickly noticed.

7. Our pitch calls ring at empty desks.

8. Journalism is an early warning
system of how digital is
upending all media businesses.

9. We’re at the Millennial Cliff.
The Generations in 2015
In millions
100
90
80
70
60
50
40
30
20
10
0
Baby Boomers Gen X Millennials Gen Z

11. Change leaps ahead
when technological change
works hand-in-hand with
generational social change.

12. Lawyers are going to get Yelped.
Are you ready for that?

13. Lawyers are going to get Yelped.
Are you ready for that?
How are you going to take
advantage of that?

14. Go direct:
Be a publisher.

15. Marketers as
publishers.

20. Four principles
of making great
content.

21. 1.
Find a topic you can own.

22. A.
Know your strengths.
What topics do you know best?

23. B.
Know your audience.
What do they need to know?
What are they looking for before
they are looking for you?

24. Personas and scenarios.

25. C.
Pick what you’ll win on.
What’s the competition doing
and what audience needs are
not being met?

26. Opportunity

27. 2.
Meet your audience on their
terms.

28. A.
Go where your customers are.
The audience chooses the
channel.

30. B.
“4 times in 4 different ways.”
Re-package and redistribute your
content in multiple formats.

31. Create content in different sizes.
Taste Snack Entrée Full meal
Search Infographic Blog post Long-form
listing Article
Video clip Video
Tweet eBook

32. C.
Plan for portability.
Design your content for search
and syndication.

33. Truncation happens.

34. How brief is brief?
• 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

35. 3.
Start small and do it really well.

36. A.
Be the person I want to know.
Craft a consistent voice and
don’t try to be everything for
everyone.

37. Guide content creators.
Tone of Voice
Just Tell the Sto
ry
Editorial Style
Guide.
Fourseasons.com
Friday, Decemb
Redesign
er 17, 2010
Core Brand Va
Warmth
Elegance
lues
need
Quality
Added Digital
Values
Dynamic
Modern
Unique
* Digital writing is like
a good convers
ation...
Images and Tex
t Go Hand in Ha
nd with a very busy
person.
11201
Floor, Brooklyn, NY
45 Main Street, 2nd ugeinc.com
718 625 4843—www.h
Friday, Decembe
r 17, 2010
Page 7

38. B.
Help your lawyers become better
writers and speakers.

39. Improve communication skills.
• 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.

40. C.
Create a content calendar.
Align your efforts to your
channels.

42. Planning ahead cuts anxiety.
• 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.

43. 4.
Have a point of view.

44. “When you write, you are finding
the never-before thought about.”

45. 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.

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

47. Huge.

48. About Huge.
We help transform brands
and grow businesses.

49. Our approach.
Great user experiences are what drive
business performance and marketing.

50. 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.

51. Clients.