How to save time and add value with content curation

When leveraged strategically, content marketing is one of the most powerful marketing tools a legal technology vendor can have in its arsenal. The most effective content marketing strategies these days use the tenets of journalism, in an initiative known as brand journalism (or Legal Brand JournalismTM within the legal sector). Legal Brand Journalism focuses on telling the stories of a brand, its industry and its clients in a compelling and engaging way that differentiates the copy from traditional marketing collateral. Of course, generating this kind of content can be time-consuming. That is why a key cost- and time-saving strategy of any Legal Brand Journalism initiative is to curate from pre-existing content.

Content curation generally comes in two forms:

  • Repurposing pre-existing firm marketing collateral
  • Referencing content from third parties

There is a variety of types of marketing collateral that is ideal for repurposing. Client alerts, webinars, bylined articles and white papers are all excellent fodder for content curation. The key is to distill the information within the original content into a piece of brand journalism (such as a blog entry or a newsletter story). To avoid redundancy, repurposed collateral should not be copy-and-pasted verbatim. Instead, companies should leverage the talents of an experienced content marketer or brand journalist to write original content that highlights the key points of the repurposed source. Furthermore, this original copy should be written in a way that reflects the brand’s unique voice. A best practice is to also provide teaser text and a link that directs the reader to the original content, which can be protected with a registration wall that automatically feeds entries into the company’s CRM system.

Third-party content, meanwhile, can come from a variety of sources. These include articles in business magazines, legal journals and trade publications, as well as blog entries from peers in the legal technology industry. Once again, do not copy-and-paste curated content verbatim (in this instance, that would be plagiarizing). Instead, provide the link to the original content source, as well as some original text that either expands on, comments on or provides some context for the curated content.

By incorporating curated content into your brand journalism effort, you can get more mileage out of previously published marketing collateral and reduce the time required to support such an initiative.

To learn more about Legal Brand Journalism, content marketing and content curation, contact Keith Ecker at kecker@jaffepr.com.

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