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  • Content curation for B2B firms | Grist
    has many SEO advantages Search engines see that your site is relevant and focused increasing your value as a place to find information on the topic More pages of content provides more pages to be found and updating regularly tells the search engines that your site is well maintained potentially even encouraging them to start spidering your site more often And don t forget the little ones at the back Focusing on a particular topic also provides the opportunity to editorially curate previous content on the topic and maximise its use So all of the articles white papers and research reports previously published can be promoted again not forgetting the opportunities to promote future events such as seminars on the topic However you need to think carefully about whether that content is still relevant and if it is how it can be tied in to the current issues debates or concerns For the ACE project Grist s editorial team systematically re evaluates the publications library sometimes updating articles summarizing videos and rewriting sections of existing reports Linking to this older content sends a signal to Google and the other search engines that the content is still relevant and benefits the lead feature s search results as well Ask visitors what they thought Strong measurable article specific calls to action allow ACE to assess how clients and prospects engage with the content and ensure that future issues are as effective as possible Initial analytics are strong reveals Valerie Gagnerot marketing manager EMEA at ACE Group Highlights include 30 opens for the newsletters 6 5 click throughs and an average time on the site of nearly 3 minutes which significantly outperforms the industry averages Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional

    Original URL path: http://www.gristonline.com/insight/blog/2013/05/31/content-curation-b2b-firms/ (2016-02-15)
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  • Three steps to strengthen thought leadership content | Grist
    of the analytical publications such as the Economist and McKinsey Quarterly that Willis wanted to move towards Willis have worked hard to create a wealth of material from around the company the Willis Research Network WRN is the world s largest collaboration between public science and the financial sector with a membership of around 50 leading research institutions We supplemented this material by sourcing reputable research from leading global organisations such as the OECD the World Bank and the US Securities Exchange Commission enhancing the credibility of the publication Of course the research needs to look eye catching so we developed a new branded style for charts and created a bespoke infographic map for the centre spread Provide depth of analysis The first issue had seven articles with a good cross section of topics but many of the articles were relatively brief typically a double page spread We increased the pagination and wrote longer articles for example a six page special exploring how uncertainty of natural catastrophes reveals vulnerabilities in today s business models and challenges risk management and insurance We varied the presentation to keep readers engaged the cover story features long form text box outs a custom illustration a case study and a two page infographics map A more copy heavy design reflects the more serious academic feel There is no shortcut to skip the hard work involved in creating true thought leadership but shifting the way readers and clients perceive your communications is possible with passion and creativity Author Mark Wellings Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients Prior to co founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York publisher for Financial Times Newsletters and Management Reports in

    Original URL path: http://www.gristonline.com/insight/blog/2013/05/22/three-steps-stronger-thought-leadership-content/ (2016-02-15)
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  • The digital lives of general counsel | Grist
    are emerging as an effective way to evidence the expertise that GCs are looking for But getting it right is critical The survey points to the fact that GCs tend to engage with social media networks that contain robust well developed opinions This requires an investment in resource but perhaps more dauntingly requires the firm to take a stance on issues of high importance something which many have been naturally hesitant to do An obvious opportunity for distribution LinkedIn leads all other social networks for professional usage more than 65 of respondents in the Greentarget research had used LinkedIn during the last week But law firms are not taking full advantage of its capabilities Individual s profiles are sometimes non existent often weak and rarely updated with new and relevant content The specialist knowledge and experience of individual lawyers is what sells a firm LinkedIn profiles need to become the honey pot which attracts the bees chock full of the answers to client s key questions Offline networking provides the opportunity to bolster and grow online contacts And targeted Groups provide the opportunity to engage more directly with those you don t know A final word of caution The flip side of this argument is clearly presented by One North More than two thirds 69 of responding general counsel find law firm engagement in social media not very valuable and a quarter not valuable at all Most law firms they complain are not correctly engaging with social media using it as an adjunct to their normal marketing strategy and not providing value to their clients Interviewed general counsel are also largely absent on social media but should relevant content be made available to them many claim that they would be happy to engage They are especially keen to be kept

    Original URL path: http://www.gristonline.com/insight/blog/2013/05/10/digital-lives-general-counsel/ (2016-02-15)
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  • Six steps to creating quality content | Grist
    outset but without a proper plan a willing army of content champions around the firm and visible support from the upper echelons things can grind to a halt very quickly This is part of the reason why more than half of UK marketers outsource the task of content creation according to a recent CMI study For B2B firms it s the investment in quality that will really tell 4 Repurpose not rehash The same goes for any attempt to recycle existing material Churning out a report or white paper in multiple formats for the sake of it may only serve to irritate if it s targeting the same personas down the same channels Repurpose content only if you are offering a different perspective or deeper insight that adds value to the conversation And rather than a scattergun approach choose your weapons carefully among the ranks of blog posts articles slides infographics e books and video 5 Remove the blinkers Too many client communications fall into the trap of a narrow and inward looking approach Time poor business readers will be asking Is this relevant What can I learn What s the bigger picture What will happen in the future What do I need to do now Without the wider context intellectual rigour and storytelling expertise that are the trademarks of good journalism any attempt to deliver brand messages is likely to alienate 6 Measure up It s not difficult to measure the success of your content marketing output and there are myriad ways to do so but it s surprising how often this element is added as an afterthought if at all Defining appropriate KPIs aligned with specific goals should form an essential part of the planning phase followed by regular reviews to check progress and fine tune Author Phil

    Original URL path: http://www.gristonline.com/insight/blog/2013/04/26/six-steps-quality-professional-services-content/ (2016-02-15)
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  • Riding the wave of content marketing | Grist
    Google juice necessary to position their slips and trips services above the fold But clients of these firms other services are a sophisticated and demanding audience they will not respond to rehashed marketing material no matter how high it appears on the search engine rankings To engage with this demographic you need to get under their skin and find what keeps them awake at night Only then will you able to communicate your marketing messages and position yourself as a strategic partner And that is not a numbers game Respecting the reader is paramount a practice long established by professional publishing firms yet regrettably long forgotten in the publishing of professional services firms Think like a publisher and say no The Guardian recently claimed that brands need to think like a publisher to build effective content marketing workflows and outcomes Good advice perhaps but how many firms can afford to bring on board an experienced editor journalist subeditor proofreader art director and production assistant And how many firms have the resource to professionally manage the dozens of newsletters bulletins and publications they currently produce Clearly the answer is to do more with less Aiming to be a market leader in every discipline is unrealistic marketing departments cannot afford to dilute their resource promoting all divisions equally Understanding in which areas an organisation wishes to become the go to firm and focusing efforts accordingly will bring real results Saying no to a proposed newsletter from a single partner practice may be difficult but is necessary to avoid the needless dissipation of marketing resource A concentrated coordinated content strategy is the path to success Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of

    Original URL path: http://www.gristonline.com/insight/blog/2013/04/19/riding-wave-content-marketing/ (2016-02-15)
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  • A thousand words ... | Grist
    what you think and is reliable there are few things worse than diving headfirst into a fancy design only to discover that the data is wrong or misaligned from the message Keep it simple Show don t tell Effective infographics should mostly work by themselves so minimal text is advised Remember infographics are there to advance the readers comprehension so jettison any data that is not strictly necessary because it will clog up the image and distract from the other visual elements And don t over stretch or add complex artwork just for the sake of it If the information or topic is quite simple reflect that in the visuals Tell a story People respond far better to narratives than cold hard slabs of data They also remember them much better So try to give your infographic a start middle and end with the various visual components building up to a final image or concept which the reader can take away with them And finally have fun Readers are bombarded with information all day long so they ll appreciate any source that can entertain them as well as inform This is particularly true of detail heavy subjects So using humour and quirkiness to bring out the reader s inner child can help retain their attention for longer and improve their perception of you Author Mark Wellings Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients Prior to co founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London View bio Contact details 44 0 20 7434 1447 Email LinkedIn Profile Follow on Twitter Related Articles

    Original URL path: http://www.gristonline.com/insight/blog/2013/04/10/thousand-words/ (2016-02-15)
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  • Managing the risk within risk | Grist
    advocates and enthusiasts Should a negative circumstance then arise a company is more likely to receive backing and assistance from its fans Sticking a metaphorical head in the sand ignores the fact that negative online conversations will continue to occur and inflict reputational damage regardless Brand silence or negative responses only inflame the situation further Tips for dealing with negativity on social media Be honest Deliver honest timely and personal responses to criticism This will limit the potential for crises to grow and engender greater trust and brand goodwill once the situation is resolved Be direct Do not use corporate speak or PR whitewash in your replies Give as much useful information as you reasonably can If you cannot offer information explain why Be personal Work to take negative conversations away from public social channels by inviting complainants to liaise personally via email or telephone Be open Have a comments policy on each platform that clearly states which comments are acceptable and which will be deleted e g foul or offensive language Do not delete any negative comments except those that fall foul of this policy Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of marketing communications including integrated content marketing programmes web development thought leadership and video Prior to founding Grist Andy was marketing director at the Economist Intelligence Unit in London and New York View bio Contact details 44 0 20 7434 1445 Email LinkedIn Profile Follow on Twitter Related Articles Smart content creation means digital first A smart approach maximises ROI by delivering the right content in the right form to the right people at the right time Here s how it works at Grist The four essentials

    Original URL path: http://www.gristonline.com/insight/blog/2013/04/05/managing-risk-within-risk/ (2016-02-15)
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  • Fish where the fish are | Grist
    topics and identify the platforms on which those conversations happen A deep dive into that data should help to reveal the key influencers participating in those conversations with the added benefit of providing useful ideas to help shape your marketing content Market research is another method Does research exist on social media usage within your industry If not can you survey clients or potential clients on their professional use of social media Where do they find and share information Where do they discuss the problems you could help them solve Where do they network with peers and review the kind of services you provide And you may have to dig deeper still Certain groups may still network in closed communities or via email Can you get involved and add value without being intrusive Using the right bait And finally if you are active in social media an audit of the success or otherwise of existing activity will help inform the discussion If the level of engagement is non existent the majority of law firms blogging and twitter activity for instance you are either fishing in the wrong pool or using the wrong bait i e your content Going by what we see it is probably a combination of both Thinking through where your audience is online will give you a clear foundation for your social strategy And if your audience is simply not active in social media or at least not active enough your strategy may be to not commit any real marketing investment But at least you will know why you are doing what you are doing Author Andrew Rogerson Andy is a co founder of Grist and account director for many of our professional services clients His recent projects span the full range of marketing communications including integrated

    Original URL path: http://www.gristonline.com/insight/blog/2013/03/21/fish-where-fish-are/ (2016-02-15)
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