October Chapter Meeting

October 2019 Chapter Meeting
October 18, 2019
11:45 a.m. – 1 p.m.

Positioning Your Firm Through Curated Content Strategies

Content marketing is the new king when it comes to creating customer engagement and loyalty. With the explosion of social media and mobile apps, reaching B-to-B clients where they are with valuable and engaging information is imperative. And for entities with limited marketing dollars, content marketing can be a much more cost-effective way to reach audiences with more targeted efforts. We believe there is a formula to create a curated content strategy that actually drives consumer action. The key is integrating ALL efforts that involve content: that means looking at your overall content marketing strategy as thought leadership to get the most out of each piece of content and creating strategies to integrate earned, paid and owned media to drive content marketing efforts that move potential clients to action. In this program, you will learn how a growing regional law firm used an integrated approach of PR and content marketing strategies to better position its attorneys as thought leaders, gain market share, elevate its reputation and generate new client leads.

Natalie Ghidotti, APR is CEO of Ghidotti, a public relations and content marketing firm based in Little Rock, Ark. Natalie founded the firm in 2007 and has since grown to provide content strategy to a wide range of clients, including some of the region’s best-known brands. The firm serves clients that span all industries, including retail, QSR, health care, technology/marketing startups, manufacturing, professional services and more. Natalie is active in the national PR industry, currently serving on the Executive Committee PRSA Counselors Academy and previously as a three-member leadership team overseeing PRSA’s Section Council and as a speaker for several PRSA International Conferences. Before joining the marketing/PR industry, Natalie spent 11 years in journalism, including serving in editor positions in Fort Worth, Texas, and Little Rock, Ark. In her public relations career, Natalie has garnered a PRSA Silver Anvil Award, top Prism Awards from PRSA Arkansas and Bronze Quill Awards from the International Association of Business Communicators. Last year, she was honored with the PRSA Arkansas Chapter’s Crystal Award, recognizing practitioners who have changed the face of the industry.

Heather A. Haywood, APR, is a public relations and communications strategist with 30 years of experience across diverse sectors including services, non-profit, government, arts and education and community development. She is Accredited in Public Relations (APR) and earned PRSA’s Reputation Management Certificate. Haywood serves as the director of marketing and public relations for the Mitchell, Williams, Selig, Gates & Woodyard, P.L.L.C. Law Firm where she leads strategic marketing and public relations initiatives to position attorneys as trusted thought leaders and expand the firm’s brand and visibility. In 2013, she served as the public information and community relations manager for the Arkansas Health Connector Division at the Arkansas Insurance Department. She directed the state-wide “Get In” outreach and education campaign promoting the first open enrollment for health insurance in the new marketplace which was created by the Patient Protection and Affordable Care Act of 2010. During the first year of enrollment, Arkansas was one of two states in the nation that had the greatest reduction in adult uninsured rates. She serves on the Arkansas PRSA Board as of Directors and is chair of the Membership Committee. She is also a member of the Legal Marketing Association (LMA) and serves on the LMA Southeastern Conference Programming Committee.