Merchandising Your Content: Inspirations from the Retail World
What does your website have in common with stores like Whole Foods? More than you might think. Just as the shelves of grocery stores are crammed full of products competing for your attention, law firm websites are packed full of content, with attorneys and practices competing for the attention of your clients. Join Jen Bullett, Nancy Kostakos and Kalev Peekna as they take techniques from the retail world and apply them to content marketing and legal website strategies. Our presenters drew direct parallels from retail environments and highlighted specifically how they relate to law firms—including how you can package content to drive cross-practice area promotion and how to structure pages so that your prime content captures readers and inspires them to take action. Using a fictitious law firm, they also demonstrated how content merchandising can play a broader role within law firm websites. To view a recording of the webinar, visit http://bit.ly/10jriV1.
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Merchandising Your Content: Inspirations from the Retail World
- 1. 01.10.13 Merchandising Your Content: Inspirations from the Retail World Webinar
- 3. Agenda • The Content Merchandising Idea and Relevance • Inside the Mind of a Retailer • Inspirations from the World of Retail Merchandising • Inspirations from the World of Online Merchandising • Example for Law Firms • Getting Started
- 4. The Idea Behind Content Merchandising Hello My Name Is + Julie Smith In-Store Marketer
- 5. Shelves are crammed full of products Websites are crammed full of content
- 6. Products compete for attention Attorney/practices compete for attention
- 7. Every product thinks it’s the best No comment
- 8. Product Development is costly Content Development is costly
- 9. Get the right eyeballs in front of the right products and drive selection Get the right eyeballs in front of the right content to drive selection
- 10. Insights from a Retail Merchandiser
- 11. Insights from a Retail Merchandiser • Structuring the Store to Sell: Hot items, Basics & Sales • Creating a Head to Toe Look & Sell More • Knowing What Sells: Regionalization & buyers • Innovation & Inspiration: Cutting-Edge Products
- 12. Ideas for Law Firms: Breakdown Aisles Aisles of “content” with no cross-merchandising strategy
- 13. Ideas for Law Firms: Package Product
- 14. Ideas for Law Firms: Know your Buyer
- 15. A Few Thoughts About Analytics • Retailers focused on maximizing sales – Numbers guide store merchandising decisions • Positioning in store, distribution in region – Numbers also guide future investment and distribution – But this is always balanced with forward-thinking • Introducing untested fresh ideas, new looks (Europe trips) • For law firms – Analyze true “sales” • Use billings to figure out which areas are hot and which need more “front of store attention” – Use website analytics to understand what is getting traction on your website • Use that knowledge to package content and seize “trend” opportunities – Know how to sell the content • Public interest/people stories often most effective (see yourself wearing that) – Build business cases and plans based on analysis and fact • This helps keep decisions objective – But balance this with forward-thinking • What are you seeing in the marketplace that your clients haven’t seen yet?
- 17. In-Store Display • Department displays • Vertical merchandising • Product groupings
- 21. Visual Displays • Pyramids • Odd Numbers • Storytelling • Colorization
- 22. Pyramid
- 23. Pyramid
- 24. Odd Numbers
- 25. Colorization
- 27. Storytelling
- 28. Pyramid
- 29. Vertical
- 30. Colorization
- 32. Product Grouping
- 33. Content Merchandising on a Law Firm Website: We Started Imagining How it Might Work
- 60. How to Get Started • Understand the needs of your audience • Review your analytics • Map out your current content • Plan for future content needs • Always consider cross-sell opportunities • Think about grabbing the attention of reader • Include a call to action • Keep an eye out for what’s next Inspired by: business2community.com
- 61. Thank You & Questions