Content, Briefly Juro: Tom Bangay on building customer personas and creating content for their target market
Jul 15, 2024
Tom Bangay, Senior Director of Content and Community at Juro, shares his journey from legal journalism to leading content strategies in legal tech. He delves into how Juro uses AI for contract management and the importance of understanding customer personas. Tom discusses the challenges of sourcing subject matter experts and the evolution of content from basic blogging to engaging community-driven resources. He also highlights the role of podcasts and video content in Juro's marketing strategy, particularly in connecting with in-house legal teams.
AI Snips
Chapters
Transcript
Episode notes
Content Strategy Pyramid
- Tom Bangay pitched a content strategy pyramid with revenue at the top to Juro's CEO.
- This approach linked content efforts directly to revenue generation, unlike traditional startup blogs that often fail.
Revenue-Focused Content
- Tie all content efforts back to revenue generation to demonstrate value and secure budget.
- This data-driven approach also helps justify the investment in content marketing.
Organic Search Focus
- Juro's content strategy evolved from ebooks and lead generation to organic search as the primary revenue driver.
- They prioritize long-form, high-intent articles alongside mid- and low-intent content like templates.