Summary of the legal content marketing report

Who we are

Chris GrantSales Director at Passlechrisg@passle.net

Claire TrevienHead of Content Marketing at Passleclaire@passle.net

LEGAL CONTENT MARKETING

REPORTSummary of research

Conducted at the end of 2015 comparing results from 2014

77% increase in content being created90% of firms increased their output36% of firms doubled their output

However…

Those 46,866 pieces of content add up to just 128 pieces of content a day aka 0.75 pieces of content per lawyer per year.

(that’s still better than accountants who create 0.29 pieces per accountant per year)

Content Produced

Usage has increased by 66% Daily reach of a firm has jumped by 142% (reaching approx 672 people)Average number of followers is 3,773Klout scores have increased However…

Firms are tweeting an average of 1.8 tweets a dayAverage Klout score is 42 (out of 100)

(accountants are beating lawyers here, the average accounting firm tweets 2.19 times a day)

Twitter and Klout

WHY IT’S IMPORTANT

Differentiation

Buying Habits Have Changed

85% of B2B buyers use social media as a part of the purchasing process (Cisco)

People Buy People

People Buy People

HOW TO DO IT BETTER

Employee Advocacy

• Empower your team to share your content• Encourage a social media friendly culture• Give your experts a voice.

I run a quiz building platform, and the person had asked, “How do I make one of these personality quizzes I see on Facebook?” I thought no one really cared to read a technical guide on how to create a quiz, so I had ignored the request. However, when I hit that point of desperation, I decided to try writing a response “How to Make a Personality Quiz." The result? We landed our first paying customer through that article.

In fact, the week after that article went up, four people signed up and paid for Interact. And since then, more than 500 paying customers have come our way just from articles like the “How to Make a Personality Quiz” article.

The personality quiz article is what I call “boring content” because it won’t be up-voted on any forums or shared on social media -- the general internet reader couldn't care less. But the thing is, to a very specific person who needs to make a quiz for their marketing, that article is extremely valuable, and answers the exact question they need answered. These people also happen to be a great fit for our business.

“

-Josh Hayman

Customers First!

Thank you!

Questions?Email chrisg@passle.net or claire @passle.netTweet @PassleConnect www.linkedin.com/company/passle