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Content Marketing World 2019 - Session Viewer

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Legal Services Forum

Michael Winkleman (President & Chief Creative Officer, Leverage Media LLC)

Robert Algeri (Partner, Great Jakes)

Ezra Crawford (Senior Director, Practice Group Business Development & Management, Crowell & Moring)

Julie Gurney (Director of Marketing and Communications, Benesch Law)

Dave Harvey (Senior Consultant, LawVision)

Jim Jarrell (Chief Marketing & Business Development Officer, Norris McLaughlin, P.A.)

Nathan Jenks (Founder and Principal, Zweck Strategies)

Mary Kimber (Principal, Fort Kimber Partners)

Jennifer Simpson Carr (Senior Consultant, Knapp Marketing)

Jay Plum (Director of Communications, Bracewell)

Konstantin Shishkin (Global Head of Communications, Goodwin)

Location: Room 24

Date: Friday, September 6

Time: 10:00am - 3:00pm

Pass Type: All Access, Industry Forum/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Forum

Vault Recording: TBD

In the effort to differentiate themselves in ways that go well beyond standard client alerts, partner bios, awards, and speaking engagements, many legal marketers are turning to content marketing, an emerging discipline that shows, rather than tells, clients and potential clients why this firm is the firm that will win for them. In this two-part series, 10 top legal marketers, moderated by a long-time creator of legal branded content, will look at the strategic imperatives behind legal content marketing as well as the tactics that embody these strategies. Attend these sessions and you’ll learn:

STRATEGIC VISION (10 AM – 12 PM: presentations, panel discussion, Q&A)

  • Where content marketing fits in the marketing/business development continuum (Mary Kimber, Principal, Fort Kimber Partners)
  • How content marketing can build and demonstrate a firm’s credentials (Ezra Crawford, Senior Director, Practice Group Business Development & Management, Crowell & Moring)
  • How you can ensure that the content you use for marketing purposes is accessible and relevant to the firm’s various audiences (Konstantin Shishkin, Global Head of Communications, Goodwin)
  • How law firms—and other companies serving the legal industry—can make sure their content-based messages are steeped in the language of business strategy (Nathan Jenks, Founder & Principal, Zweck Strategies)
  • How you can teach lawyers to move beyond legalese to write in a way that communicates clearly to their audiences (Jennifer Simpson Carr, Senior Consultant, Knapp Marketing)

TACTICAL EXECUTION (1 PM – 3 PM: presentations, panel discussion, Q&A)

  • How you can involve clients in the creation of content for marketing purposes (Dave Harvey, Senior Consultant, LawVision)
  • How to create videos that tackle issues and build real substance into partner bios (Jay Plum, Director of Communications, Bracewell)
  • How to use outside services to field research that will inform your content-driven marketing efforts (Julie Gurney, Director of Marketing & Communications, Benesch Law)
  • How to build a website that serves as a content generator, not just a repository of information (Robert Algeri, Partner, Great Jakes)
  • Why, when it comes to legal content marketing, one size does not fit all—and how to make sure your content plan fits your firm’s needs (Jim Jarrell, Chief Marketing & Business Communications Officer, Norris McLaughlin, P.A.)