Moderator Adrian Dayton (Clearview Social) and panelists Peggy Heffner (Dechert LLP), Stefanie Marrone (Proskauer LLP) and Mike Winkleman (Leverage Media) stressed the importance of a solid content marketing strategy and shared a variety of approaches to content -- from email and social media to glossy magazines and websites filled with industry-specific articles.
The basic takeaways? Know your target audience and produce useful and relevant content that lines up with your firm’s business goals. Create an editorial calendar and push your content out using social media, syndication and every other channel possible. And then look closely at your analytics and present them to your firm’s decision makers in a useful way.
The luncheon was hosted by Orrick in its Manhattan office.