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Weblogs, Podcasting & RSS

R
Rick Klau

This is part of a presentation I gave on 3/22/07 at TechShow, the American Bar Association's annual technology conference for lawyers. Along with Greg Siskind (www.visalaw.com), I talked about how to market your firm on the Internet and focused specifically on weblogs, podcasts and RSS.

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Weblogs, Podcasting & RSS Leveraging New Technologies to Market Your Firm Rick Klau FeedBurner, Inc.
Overview Weblog a definition Weblogs in marketing Component of overall web strategy PR advantages Client/prospect profiling What You Need to Know About RSS Podcasting 息 2006 FeedBurner. All rights reserved..
When Technology Works Any sufficiently advanced technology is indistinguishable from magic. Arthur C. Clarke
Gartner Hype Cycle
Weblogs Chronologically ordered web pages Frequently updated content Managed by a weblog application Individual posts have unique URLs, which encourage inbound links Legal weblogs (aka blawgs) are growing each month Why should a firm care?
So What?
Why Weblogs Matter Google is addicted to them Fresh content Inbound links Links are votes in favor of a pages relevance They establish a voice Corporate websites are stale and often uninteresting Readers develop a relationship with weblog authors The press reads weblogs!
What happens when you blog
息 2005 FeedBurner. All rights reserved..
Links: Googles Currency Site Inbound links dwt.com (Davis Wright Tremaine) 0 hollandhart.com (Holland & Hart) 1 prestongates.com (Preston Gates) 2 hollandhart.typepad.com/healthcare/ (Holland & Hart) 87 sheppardmullin.com (Sheppard Mullin) 280 telecomlawblog.com (Davis Wright Tremaine) 1,172 antitrustlawblog.com (Sheppard Mullin) 1,200 visalaw.com (Siskind Susser Haas & Devine) 1,420 ediscoverylaw.com (Preston Gates) 1,810 reedsmith.com (Reed Smith) 2,460 rklau.com (Rick Klaus personal blog) 4,510 bgbg.blogspot.com (former Reed Smith attorney) 10,600
Weblog issues What have you done for me lately? Lack of current content will kill a blog, send the wrong message to readers Conversations are best when they are dialog Reactions to comments, posts will dramatically increase your blogs success Time commitments If you can send an e-mail, then you can post to your blog Fear of exposure Blogs are public, Google makes sure theyre persistent
XML/RSS Why it Matters Large number of consumer publications and news sources already offer content via RSS RSS traffic growing 30% per month RSS is as significant to content publication as HTML was in 1995 Microsoft built RSS suport into Vista IE7 shipped in Q4 2006 with RSS support built in
How to Create a Feed Most weblog applications include RSS/Feed support out of the box Check out these applications: FeedforAll ( www.feedforall.com ) ($30) ListGarden ( www.softwaregarden.com/products/listgarden/ ) (free) Once you have a Feed, use FeedBurner to: Monitor feed consumption (# of Subscribers) Add services (subscribe by e-mail, automatic podcast creation, etc.)
What can you do with RSS? Develop a reliable content delivery mechanism to clients, prospects, journalists Syndicate your content to other sites Generate traffic (and links!) to your site Cross promote your content across a family of sites Monitor timely information As of last year, only 7% of AmLaw 100 use RSS at all
Technorati.com monitors 1,200,000 posts a day Its indexing conversations in real time telling you what people and sites are talking about now More than 55m blogs indexed, growing 100k per day You can set up searches to monitor mentions: Competitors Industries Clients Prospects Subscribe to these feeds, get notified instantly when relevant posts appear RSS as market intelligence
Monitor your firm
油
Podcasting Just RSS + audio Automated delivery of audio content Opportunities for law firms CLE Equivalent of a radio commentary Show off your expertise!
Search Engine Optimization Use friendly URLs www.visalaw.com/about/immigration-practice is much better than www.visalaw.com/get=article?id=123456 Hyphens are far better than underscores Use a Google Sitemap to keep Google in the loop about how much content is on your site Publish an RSS feed Ping centralized servers when you update your content GET LINKS
Take-aways Technology is cheap Weblogs: Free RSS feeds to produce and consume: Free Podcasts: Free to listen, almost free to produce You can leap-frog the big guys Your clients are already using these tools, and will expect you to Using these tools will make you more findable than your competition
Thank you! Rick Klau VP, Publisher Services FeedBurner, Inc. E-mail: [email_address] Blog: http://www.rklau.com/tins/ Phone: +1-312-756-0022 x2012 Skype/AIM/Y! Messenger: RickKlau

More Related Content

Weblogs, Podcasting & RSS

  • 1. Weblogs, Podcasting & RSS Leveraging New Technologies to Market Your Firm Rick Klau FeedBurner, Inc.
  • 2. Overview Weblog a definition Weblogs in marketing Component of overall web strategy PR advantages Client/prospect profiling What You Need to Know About RSS Podcasting 息 2006 FeedBurner. All rights reserved..
  • 3. When Technology Works Any sufficiently advanced technology is indistinguishable from magic. Arthur C. Clarke
  • 5. Weblogs Chronologically ordered web pages Frequently updated content Managed by a weblog application Individual posts have unique URLs, which encourage inbound links Legal weblogs (aka blawgs) are growing each month Why should a firm care?
  • 7. Why Weblogs Matter Google is addicted to them Fresh content Inbound links Links are votes in favor of a pages relevance They establish a voice Corporate websites are stale and often uninteresting Readers develop a relationship with weblog authors The press reads weblogs!
  • 8. What happens when you blog
  • 9. 息 2005 FeedBurner. All rights reserved..
  • 10. Links: Googles Currency Site Inbound links dwt.com (Davis Wright Tremaine) 0 hollandhart.com (Holland & Hart) 1 prestongates.com (Preston Gates) 2 hollandhart.typepad.com/healthcare/ (Holland & Hart) 87 sheppardmullin.com (Sheppard Mullin) 280 telecomlawblog.com (Davis Wright Tremaine) 1,172 antitrustlawblog.com (Sheppard Mullin) 1,200 visalaw.com (Siskind Susser Haas & Devine) 1,420 ediscoverylaw.com (Preston Gates) 1,810 reedsmith.com (Reed Smith) 2,460 rklau.com (Rick Klaus personal blog) 4,510 bgbg.blogspot.com (former Reed Smith attorney) 10,600
  • 11. Weblog issues What have you done for me lately? Lack of current content will kill a blog, send the wrong message to readers Conversations are best when they are dialog Reactions to comments, posts will dramatically increase your blogs success Time commitments If you can send an e-mail, then you can post to your blog Fear of exposure Blogs are public, Google makes sure theyre persistent
  • 12. XML/RSS Why it Matters Large number of consumer publications and news sources already offer content via RSS RSS traffic growing 30% per month RSS is as significant to content publication as HTML was in 1995 Microsoft built RSS suport into Vista IE7 shipped in Q4 2006 with RSS support built in
  • 13. How to Create a Feed Most weblog applications include RSS/Feed support out of the box Check out these applications: FeedforAll ( www.feedforall.com ) ($30) ListGarden ( www.softwaregarden.com/products/listgarden/ ) (free) Once you have a Feed, use FeedBurner to: Monitor feed consumption (# of Subscribers) Add services (subscribe by e-mail, automatic podcast creation, etc.)
  • 14. What can you do with RSS? Develop a reliable content delivery mechanism to clients, prospects, journalists Syndicate your content to other sites Generate traffic (and links!) to your site Cross promote your content across a family of sites Monitor timely information As of last year, only 7% of AmLaw 100 use RSS at all
  • 15. Technorati.com monitors 1,200,000 posts a day Its indexing conversations in real time telling you what people and sites are talking about now More than 55m blogs indexed, growing 100k per day You can set up searches to monitor mentions: Competitors Industries Clients Prospects Subscribe to these feeds, get notified instantly when relevant posts appear RSS as market intelligence
  • 17. 油
  • 18. Podcasting Just RSS + audio Automated delivery of audio content Opportunities for law firms CLE Equivalent of a radio commentary Show off your expertise!
  • 19. Search Engine Optimization Use friendly URLs www.visalaw.com/about/immigration-practice is much better than www.visalaw.com/get=article?id=123456 Hyphens are far better than underscores Use a Google Sitemap to keep Google in the loop about how much content is on your site Publish an RSS feed Ping centralized servers when you update your content GET LINKS
  • 20. Take-aways Technology is cheap Weblogs: Free RSS feeds to produce and consume: Free Podcasts: Free to listen, almost free to produce You can leap-frog the big guys Your clients are already using these tools, and will expect you to Using these tools will make you more findable than your competition
  • 21. Thank you! Rick Klau VP, Publisher Services FeedBurner, Inc. E-mail: [email_address] Blog: http://www.rklau.com/tins/ Phone: +1-312-756-0022 x2012 Skype/AIM/Y! Messenger: RickKlau