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.

30:43

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Episode guests

Tom Bangay

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Understanding the distinct needs of mid-sized in-house legal teams is essential for crafting effective, nuanced content that builds trust.

Juro's content strategy has evolved to focus on aligning content production with revenue generation through data-driven insights and community engagement.

Deep dives

Unusual Strategies Drive Growth

Innovative approaches are essential for significant growth, especially in startups. A basic content marketing strategy often yields mediocre results unless it stands out from the competition. By focusing on unique and unusual tactics, companies can leverage their less-established positions to challenge larger competitors. This unconventional thinking can lead to substantial opportunities in capturing market share and driving revenue.

Intro

2min

Innovating Contract Management with AI

5min

The Intersection of Legal Training and Marketing Insight

2min

Building a Strategic Content Framework

17min

Exploring Content Team Structure and Podcast Strategy

3min

Exploring Video Content in Legal Marketing

2min

In this episode of Content Briefly, we’ve interviewed Tom Bangay, Senior Director, Content & Community at Juro, and discussed how Juro targets and engages its audience through a multifaceted content strategy, and more.

This episode is brought to you by our friends at Minuttia.

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Timestamps:

00:00 Intro
01:16 Who is Tom Bangay?
02:01 Tom’s Background.
02:42 What’s Juro?
03:53 Using the Juro AI tool to craft first drafts of service contracts.
05:08 Juro’s target customers and use cases.
06:43 Academic background vs hands-on experience as a marketer.
08:27 The challenge of finding subject matter experts in content marketing.
09:44 Juro’s overall content strategy.
15:00 Where does organic search fit in Juro’s top-down content strategy?
17:43 The ‘why’ of creating a Slack community at Juro.
25:10 What the content team at Juro looks like.
26:12 The idea behind the podcasts done at Juro.
28:23 Experimenting with video podcasts.
29:27 Learn more about Tom and Juro and get in touch.
30:25 Outro

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Useful Links:

Website: https://juro.com/

Tom on LinkedIn: https://www.linkedin.com/in/tom-bangay/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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