Content Marketing to Serve Your Strategy
Digital marketing comes in many forms. At Open Road Digital we help you get started or improve your digital marketing based on your unique strategic situation.
Publishing and sharing content is important. It expresses your status as a thought leader in your field of expertise and increases the probability that target clients and stakeholders will find you online – the goal of search engine optimization (SEO).
What is “content”? It’s not just text-based information such as blog posts, interviews, and white papers. Content can and should be visual, such as infographics and videos. It’s important to remember that, online, attention spans are short. So, content should be both substantive, such as long-form essays with research citations, and “bite-sized” so it is easily consumed.
Open Road Digital assists clients with developing substantive, attractive content that serves strategic goals. Our work often involves assisting and training existing marketing teams to develop high-quality content themselves, making sure to use best practices related to website metadata, on-page and technical SEO, sizing graphics for optimal site speed and social media sharing, and more. Content that is “built for the web” takes into consideration the proper use of HTML header tags, numbered and bulleted lists, and URL link text.
Digital Marketing for Law Firms and Advocacy Groups
Open Road Digital specializes in helping law firms and advocacy-focused organizations use digital content and marketing to further their strategic goals, including business development and stakeholder communications.
Before the Internet, marketing and communications success involved some tried and true practices, including “thought leadership” publishing, public relations, advertising, incentives, word-of-mouth references, and the ability to easily respond to potential customer interest in your service.
Those traditional elements still exist, but nearly every one of these activities has a digital component. You still need to publish and distribute relevant and helpful content, sometimes you need to advertise that content, you need to engage with audiences and prospective clients, and the content you create needs to prove to potential clients and stakeholders that you are the “real deal.” Digital content is oftentimes a confirmatory experience that helps when people are referred to your website or social media channels.
We help you create relevant and attractive content and distribute it using digital best practices.
Branding and Graphic Design
Many firms and organizations don’t look as good as they actually are. Your visual brand should be memorable to your prospects and stakeholders and should extend across all your digital properties, from your website (on desktop, tablet, and mobile devices) to email to social media.
In many cases, an organization’s existing visual branding simply hasn’t been updated across all the latest technology platforms. For example, a logo that looks fine on a laptop web browser often is not optimized for mobile devices, which generally have twice the resolution of laptop and desktop monitors. The result is a blurry logo on smartphones which is a problem when more than 50 percent of web traffic happens on smartphones. In other cases, the graphic aspects of a logo have not been extended visually across an entire website. We also see websites on which graphics are either too large, slowing down a website (which is bad for SEO) or too small, making your brand look unprofessional.
We help you reevaluate your brand image across all your digital platforms, from your website to email to social media channels. When necessary, we provide visual style guides to help your organization maintain branding consistency across all your marketing channels.
Social Media Marketing
Social media is everywhere, and yet nearly every firm and organization would admit that they could and should make better use of it. We help you find the appropriate social media channels for your marketing and communications strategy and to increase engagement to relevant audiences.
Not every social channel is appropriate for every organization. For example, a local or regional law firm that depends on community relations might find Facebook to be of great value, whereas a specialty regulatory law firm may find Facebook to be a waste of time. It’s important to focus your time and resources in the right places.
Open Road Digital helps with the full range of social media marketing. We train individuals and groups to more effectively use social media and engage with prospective clients, referral networks, and stakeholders. We develop text-based and visual content for social media sharing, set up or improve social media accounts, and help with using social media as a publishing medium.