GDPR is in full effect, and if you feel overwhelmed by all it entails or have been struggling to see a brighter future for your content marketing efforts in this new GDPR world, this blog post is for you.
We think that GDPR presents legal marketers with the opportunity to stand out from the crowd. In fact, we see it as a thinning of sorts, where the most creative and agile marketers rise to the top and prove their firms worthy of the client relationships they are after.
- GDPR compliance requires optimized marketing funnels
In the past, you could get away with generalized marketing opt-ins which spoke about receiving ‘content’, but today you’ve got to share exactly what kind of content you’ll be sending to your audience. Because of this, you have to make sure that your funnels are well-designed, and that you’ve established what segments you are focusing on. Remember, fines for non-compliance can be as high as €20 million or 4% of your organization’s annual turnover, so it’s best to avoid any practices that expose your firm to risk.
- Content quality must be elevated
If your firm’s been producing content for several years, it’s likely that you’ve had a many of less successful content pieces. Because GDPR requires more consent from website visitors before they opt-in for free content, the probability that they will be opting in for a low-quality or unappealing offer is low or close to zero. If you haven’t done so yet, now is a great time to perform a content audit. You’re looking for the best and worst performing content; and, while you’re at it, this could be a good time to revisit your personas if you haven’t updated them in a while.
- Your social footprint becomes more crucial
Along with elevating your content quality, you want to focus on building a broader and stronger social presence by promoting your strongest content through social media. Whether your audience in on LinkedIn or Facebook, your goal as a marketer is to drive as much traffic as you can to your website and to convert them into leads. How do you do this? Repurpose your best content. Repurposing content is all about context for the channel or platform you’ll be promoting your content on (think video for YouTube and now LinkedIn). If you’re looking for ideas on what kind of content you can produce from existing pieces, here’s a great blog post we wrote, titled “How to create great content: 9 valuable tips for low marketers.” In it, we share 10 formats of content you should consider, and cover social cycles and why your organic social content needs to be republished over time.
- Marketing becomes a company effort
Many organizations are not aware of the value behind equipping their staff with strong marketing messages that can be shared on social media. Truth is, when marketing becomes the responsibility of everyone in your organization, you’re able to reach a larger audience than before.
What usually holds organizations back from empowering staff to share effective social media content? They don’t have a strategy.
If you’re ready to embrace this approach, here are three steps to making it work in your business:
- Share why social matters with all staff. Give staff marketing insights on the power of social media and how it feeds your business with opportunities that can become paying customers.
- Train them. Give them basic training on how to share, post and repost content. Explain what appropriate behavior is and what it is not (think humor and how it can be misunderstood) and share brand guidelines in a short and easy-to-understand cheat sheet. This will make it easier for staff to participate in social promotion.
- Make sure there’s always new content to share. Your staff will be busy with their own core responsibilities, so make sure that you provide a constant stream of content they can share without thinking too hard about it.
GDPR introduced a fair amount of complexity into the legal marketing ecosystem, however smart legal marketers recognize it as an opportunity to distinguish their firms through stronger and higher quality content backed by optimized funnels, a social strategy geared for growth, and an empowered workforce to amplify content promotion.