The Power of Content Marketing

WWW.LMACONFERENCE.COM

2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA

Marketing Technologies: Digital Marketing Ideas Worth Spreading

The Power of Content Marketing:

How to Leverage Thought Leadership

Linda Pepe | Director of Marketing | Mintz Levin



Content Marketing: What is it?



Distribution ofThought Leadership

Then & Now


2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADATODAY515



•LinkedIn•Twitter•Facebook•Google+•Blogs

Social Media & External Partners•Mondaq•Lexology•JD Supra•National

Law Review•Martindale



Distribution of a Typical Advisory

Practice Group Mailing Lists

Posted to Mintz website

Mintz LinkedIn

Mintz Facebook

Mintz Google+

Mintz Blog Postings

LexisNexis Martindale-Hubbell

Lexology

JD Supra

Mintz Twitter

Moreover.com

Bloomberg

Thompson Gale

Bureau Van Dijk

Google News Service

Mondaq Newsletter + Site

Yahoo News Service

Mondaq Twitter Feed

MSN News

BingReuters

Datastar

Westlaw

Lexis-Nexis

BBC

MediaFed

Quicklaw America

Barrons Factivia

Financial Times

Justia

ComplinetOneSource

Australian Corporate Lawyers Association Wall Street Journal

Smartbrief

Newstex

Yellowbrix

E-space.co.uk

25+ Twitter Accounts 200 LinkedIn groups

National Law Review site

RSS Feeds to various State Bar Associations

14 National Law Review newsletters

JD Supra Linkedin Legal

Channel

JD Supra Site

JD Supra Newsletter Subscribers

JD Supra Facebook Page

JD Supra Twitter FeedJD Supra

RSS feed

Justia

Google

Newstex

Alltop

Complinet

NuWire

Lexology Newsletter + Site

The French Corporate Counsel Association (AFJE)

The Association of Corporate Counsel

(ACC)

The Corporate Lawyers Association of South

Africa (CLASA)

The Corporate Lawyers Association of New Zealand

(CLANZ)

The State Bar of Texas

The State Bar of California

The American Intellectual Property

Law Association

The International Technology Law

Association ITechLaw

The Singapore Corporate Counsel Association

(SCCA)

The Society for Computers

and Law

The Association of Media and

Entertainment Counsel AMEC

Attorneys & Senior Professionals

National Law Review

Mondaq

Shared through followers and connections

Shared + liked

Tweeted/Retweeted

Martindale-Hubble site

Law.com

Lawyers.com + Attorneys.com

American Bar Assoc

Inside Counsel

Minority Corporate Counsel Assoc



Distributing Thought Leadership

via Social Media

LinkedIn | Twitter | Facebook | Google+ |Blogs





Distributing Mintz Thought Leadership

via External Partners

Mondaq | Lexology | JD Supra National Law Review | Martindale-Hubbell





2012 Distribution Partner Article Views

Mondaq 52,209Lexology 100,030JD Supra 843,813National Law Review 61,650Martindale 9,336

Total Tracked Views 1,067,038

(88,920 average reads per month)



Mintz Case Study: Distribution of a

Blog Post



ML LinkedIn1157

ML Facebook53

ML Google+29

ML Twitter326

Blog Posting 1116

Lexology 373

Mondaq 302

National Law Review

812

JD Supra 2088

Pushed out via social media: 1565 Total Trackable Reads: 4691

Canada SingaporePoland China

Switzerland England New ZealandHong Kong Japan

Countries Reading: Companies Reading:

GreeceLiechtenstein AustraliaNetherlands Brazil

ItalySouth Africa Germany India

Google Yahoo! Xerox Canon Nestle

American Express Verizon Boeing Marriott

Barnes & Noble Merck Red Bull Nationwide Mutual

GlaxoSmithKline The Hartford TD Ameritrade T-Mobile

Law360Thompson Reuters CBS

+ ? Non-Trackable Reads





– Led to many re-tweets & shares, such as one by an Associate GC of a major corporation, others by columnists, (one with 267,234 followers)

– Picked up by major publications like the New York Times– Led to print & broadcast interview requests from the Wall

Street Journal, Business Week, Adweek, National Law Journal, Law 360, Corporate Counsel, Reuters, and others

– Led to meetings with potential clients & new clients

Successful Strategy? Yes!



Questions?

(Scan to connect with me.)

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The Power of Content Marketing

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