June 19, 2009
Steven
Matthews
Own Your Content, but Distribute Widely
by Steven Matthews
June 19, 2009
One of my routine considerations, is the amount of time I invest in websites that I own, versus the amount of time I invest in the websites of others.
In many cases, that boils down to the value of domain ownership – websites, blogs, and so forth. Sites where there is little question to who benefits, and if you do good things, the asset grows in value. I still believe in these types of websites. In my own little Maslow pyramid, they set the foundation and I see little value in pushing ahead without them.
But the question then becomes, what's next? Even if we own our websites, who's reading? who are we connecting with? One of the reasons I don't have an issue with participating in Twitter or social networking sites is because these tools are 1) good for feedback, and 2) solid distribution channels. And while feedback is extremely important, distribution channels are becoming, in my view, almost critical.
Unless you have a pre-existing audience, a solitary writing routine isn't going to cut it. Some channels are low lying fruit, available for the cost of participation. I put social networks (the 'garden wall' variety) in that class, along with Twitter, JD Supra, and RSS. If you have content to feed them, you'll get value back.
There are also channels that require more work – email marketing and search engine marketing are good examples. Building a collection of email subscribers who value your content (& don't think you're a spammer) is no easy task. Same goes for search marketing, where on-page optimization is rarely enough. A website needs a strong & diverse link network to rank well, with the best links based on relationships or endorsements of your published content. Both these tactics may have a high ROI, but are often deceptive in the amount of time required, and the number of human relationships involved.
The last point I'd like to make, is the required interaction between tools. Some we will own, and some we sign-up for, but together they should be judged as a team. Not measured individually. Don't like your results? Change what you're feeding the channels, add new channels, or automate those that don't perform.
I pay attention to content routes, destinations vs channels, link citation and the value of incoming links, authenticity of message, the audience, and the feedback. I also try to balance my time so I value personal publishing (read: sites I own).
If someone's got an ROI formula for all that, I'm happy to take a look.
One of my routine considerations, is the amount of time I invest in websites that I own, versus the amount of time I invest in the websites of others.
In many cases, that boils down to the value of domain ownership – websites, blogs, and so forth. Sites where there is little question to who benefits, and if you do good things, the asset grows in value. I still believe in these types of websites. In my own little Maslow pyramid, they set the foundation and I see little value in pushing ahead without them.
But the question then becomes, what's next? Even if we own our websites, who's reading? who are we connecting with? One of the reasons I don't have an issue with participating in Twitter or social networking sites is because these tools are 1) good for feedback, and 2) solid distribution channels. And while feedback is extremely important, distribution channels are becoming, in my view, almost critical.
Unless you have a pre-existing audience, a solitary writing routine isn't going to cut it. Some channels are low lying fruit, available for the cost of participation. I put social networks (the 'garden wall' variety) in that class, along with Twitter, JD Supra, and RSS. If you have content to feed them, you'll get value back.
There are also channels that require more work – email marketing and search engine marketing are good examples. Building a collection of email subscribers who value your content (& don't think you're a spammer) is no easy task. Same goes for search marketing, where on-page optimization is rarely enough. A website needs a strong & diverse link network to rank well, with the best links based on relationships or endorsements of your published content. Both these tactics may have a high ROI, but are often deceptive in the amount of time required, and the number of human relationships involved.
The last point I'd like to make, is the required interaction between tools. Some we will own, and some we sign-up for, but together they should be judged as a team. Not measured individually. Don't like your results? Change what you're feeding the channels, add new channels, or automate those that don't perform.
I pay attention to content routes, destinations vs channels, link citation and the value of incoming links, authenticity of message, the audience, and the feedback. I also try to balance my time so I value personal publishing (read: sites I own).
If someone's got an ROI formula for all that, I'm happy to take a look.
Respond: make a comment | read the 1 comment
Share: Email | Save as PDF | Print
| Bookmark & Share |
| 
More columns on Columns: Legal Marketing | from Steven Matthews
|
the count:
8227 posts | 11407 comments
recent comments  
There is good leagal content that doesn’t necessarily come in the neat packages that we usually look in. Though our commercial legal database subscriptions have linked, vetted, edited, and easily. […] »»Research When you need to collaborate on a document displayed on your screen, it’s great to have a colleague from down the hall come into your office and look over your … »»Technology You should assess whether you can accept the financial risks associated with taking the matter, just as clients will assess whether they can (and will) pay your fee. Spend time at the beginning of the. […] »»Practice
-
Available online today are four new chapters of the publication Women in Canada: A Gender-based Statistical Report, which explores the socio-demographic and economic circumstances of Canadian women in general.
-
The bill amends the Constitution Act, 1867 by readjusting the number of members and the representation of the provinces in the House of Commons.
-
-
Blueseed plans to buy a ship and turn it into a floating incubator anchored in international waters off the coast of California.
-
Under Prime Minister Stephen Harper, the flow of information out of Ottawa has slowed to a trickle.
-
-
"…the IPC has exclusive jurisdiction to decide whether a record is in the custody or control of a university in the context of an access request…"
-
-
John J.L. Hunter, Q.C. of Vancouver has been elected President for 2011-2012
-
Detailed results from 321 members.
These summaries of selected recent cases are provided each week to Slaw by Maritime Law Book.
More information.
-
Banks and Banking - Liability of banks to third parties - Negligence - General
The plaintiffs were the former shareholders of a company that failed. They sued the defendant bank alleging that it breached its contract with the company and the plaintiffs and breached a duty ...
-
Actions - Cause of action - General principles - New or extended cause of action - Opening of floodgates
The plaintiff and defendant worked at different branches of the same bank. The defendant’s common-law husband was the plaintiff’s ex-husband. Over a four year period, the defendant ...
-
Aliens - Definitions and general principles - Immigration consultants
The Canadian Society of Immigration Consultants (CSIC) had been designated as the sole regulatory body of immigration consultants in Canada from 2004 until June 2011. On June 30, 2011, Bill C-35 came into force, which significantly amended ...
-
Criminal Law - Sexual offences, public morals and disorderly conduct - Public morals - Obscenity - Possession of child pornography
The accused was convicted of making child pornography available and two counts of possession of child pornography (see [2010] Sask.R. Uned. 197). Subsequently, he was sentenced ...
-
Criminal Law - Procedure - Charge or directions - Jury or judge alone - Directions regarding pleas or evidence of witnesses, co-accused and accomplices
Rowe was convicted by a jury of five offences. He appealed.
The Ontario Court of Appeal allowed ...
-
Narcotic Control - Offences - Possession - General
The accused wished to access marijuana for medicinal purposes but did not have an authorization to possess marijuana issued under the Marihuana Medical Access Regulations. He was notified that a package of marihuana addressed to him had been ...
-
Narcotic Control - General - Legislation - Exemptions - Medicinal marijuana
McCrady, who had an application pending under the Marihuana Medical Access Regulations (MMAR) to possess and grow marijuana, was convicted of possession of marijuana (Controlled Drugs and Substances Act (CDSA), s. 4(1)). Hearn pleaded guilty ...
-
Criminal Law - Sentence - Trafficking in hashish or marijuana (incl. possession for purposes of trafficking)
The accused pleaded guilty to one count of possession of marijuana for the purpose of trafficking. He was sentenced to 30 days’ imprisonment to be served intermittently and 11 months’ ...
-
Municipal Law - Powers of municipalities - Particular powers - Imposition and collection of taxes or fees
Catalyst Paper Corp. operated a paper mill in the District of North Cowichan. Catalyst objected to the tax rate that it paid compared to residential ratepayers. In 2009, the ...
This is a listing of a few upcoming events in Canada of interest to lawyers, law students, legal librarians, and others involved in the practice of law.
Clicking on any event in the list below will give you access to more information and to links allowing you to see the full entry and to add the event to your own calendar.
Click this link for a fuller version of the TalkLaw/ParLoi calendar of events and for instructions as to how to add events and calendars to your own calendar.
|
Excellent post Steve – and I would be very interested in both any ROI formulas you receive – and – your thoughts (in the future) on the ROI threshold for SEO enterprise legal technology marketing (i.e. if you going to do one thing, you need to do all these other things or that one thing really will not matter – and at what point does that become worth the effort).