#010: Repurposing Your Content Dozens Of Ways for SEO (Search Engine Optimization)
If you went through the entire Creating Great Content Series, CONGRATULATIONS! Now, you have an amazing piece of content that has keywords, internal and external links, and has the proper formatting for SEO.
You can now take that ONE PIECE of content and repurpose it DOZENS of different ways!
Seriously – DOZENS. Don’t believe me? Listen to this episode to learn how!
Some of the resources I visited about in today’s episode include the following:
Note: Link to websites may include affiliate links, in which I would receive a small fee or reward for the referral. However, please know I only provide referrals for companies and services I either use myself or believe in strongly.
Hello, and welcome back. I’m Annette Choti. And I am so excited that you are here because this is one of my very favorite topics to talk about. We just got finished with this amazing series about Creating Great Content, and I hope that it helped you feel a little less overwhelmed about the steps that you need to take in order to put great content on your website. And now you’ve got this great article that is keyworded. It’s a great topic. You’ve got your internal and your external linking. You’ve got it formatted and organized, you’ve made sure that it isn’t plagiarized. And you’re ready to go.
You put it on your website. Now what? Right? Crickets? So what do you do at this point, to get people to your website, to get Google to index it, to have this piece of content help you with your digital marketing game? And frankly, to get more potential clients on your website and make more money, right?
That’s the point of all of this. The way that you do this is through repurposing content. You’ve got your content, but what do you do with it? Now that you’ve got it, I’m going to explain to you how to take this one piece of content, carve it up into pieces of micro-content, change it into completely different formats of content, and then spread it throughout social media throughout your email list and how to use it throughout all of these different platforms in order to gain traction on your website, and better SEO.
So let’s just get into it. What is repurposing content? When you write a blog post, you’ve got a specific audience a specific intent, you know exactly what the purpose of that article is, what can you do with it? First of all, you want as many people to see that article as possible. So let’s just go step by step with what options you have.
Let’s start with carving the content up into what is called micro-content. So let’s say you have an article about wills versus trusts. And in that article, you have a section that talks about the benefits of a will. And then you have a different section that talks about the benefits of a trust. And then you have a different section that talks about the disadvantages of each. And then you have a section that compares them.
So you have these sort of five separate sections on your website. So what you can do is take a sentence or two out of each one of those paragraphs, and now you’ve got micro-content. Let me show you what you can do with it, I highly suggest getting a scheduling tool. my very favorite scheduling tool for social media is called smarter Q, and I will link to it in the show notes. It is a paid product, but it is very reasonable and very easy to use. And frankly, it is gonna save you so much time.
Let me explain what you can do with this micro-content. You can put the different pieces of micro-content into the scheduling tool as a new post, it will all lead back to the same article. But let’s say in January, your piece of micro-content says have you ever wondered about the advantages of a will click here to learn more goes to your website and it goes specifically to that article.
Then let’s say you use the scheduling tool to put this up. Have you ever wondered what the benefits of a trust are? Click here to learn more. Now it’s going back to the same article. But it looks like it’s a new piece of content. And within Smarter Queue, you can even put a different picture so that it’s not using the picture that you’re using for your article.
But to continue on. You can have another article in Smarter Queue another post that says, Do you want to know what the disadvantages of a will are? Click here to learn more, another one in the fall, do you want to know what the disadvantages of a trust are, click here to learn more. Or the last one, maybe in winter, you put, have you ever wondered the differences between a will and a trust, click here to learn more, now you’ve got five pieces of content that all look different, that are going to that specific piece of content on your website.
So another great option with Smarter Queue is you can it’s like a crockpot, you can set it and forget it, you put the content in as a post. And then at the bottom of Smarter Queue, you can choose, do you want this individual post that is unique, created to show up every four weeks, every six months, once every year, you can repurpose that content and have it on a schedule to just come out all the time, without you having to do any extra work on top of it, you’re continuing to create new content, right?
I mean, right, you are continuing to create new content?!! 🙂
So as you create new content, and do this over a period of time, now you’ve got a lot of content out there several times a year, going back to these blog posts. The great thing about SmarterQueue is that you can create one post and have it go out to your Facebook group, your LinkedIn page, you can have it go out to Twitter, and to Instagram.
So now you’ve got four social media platforms. And in our example, you have five posts that you’ve created.
Now, I’m not great at math. But that’s 20 different times on four different social media sites that you can have one post going out a year or more if you haven’t repeat. So right there, you are getting 20 pieces of micro-content, at the very minimum going out to all the social media platforms. But wait, there’s more.
You can also create a spreadsheet in Google Excel or wherever you want to create it. And keep a running list of the articles that you write and the link to the article. The reason is because as you are engaging in social media platforms on LinkedIn, or on Facebook groups that are not your own, someone may ask a question. If you are an estate planning attorney, someone may ask a question about special needs trusts. And you can say, Oh, hey, I wrote a blog article about that. And you can just drop the link right there, you don’t look spammy. Because people are asking about this particular area and you’re providing value. You’re not saying hire me as an attorney, you’re just simply saying, Hey, I wrote a blog post about this.
And then I guarantee you this, not only will the original poster in that Facebook group, go to your article, everyone else in that thread. And frankly, other people who are not in the thread that are just looking at it, they will also go to your blog post. So you want to have handy your spreadsheet on your desktop or a link or on your bookmark page. something where you can very quickly find all of your blog posts at once with the link so that you can just add value to the conversations that you are already organically having in LinkedIn, on Facebook, on Twitter.
So that’s another way that you can repurpose this content. But wait, there’s more.
Do you have an email list, because if you have content that you are publishing regularly on your website, what you should do is include this as a discussion for your email list, you now have something to talk to your email list about. I visit with a lot of small and solo law firms that have just started to build an email list. And frankly, they just don’t know what to say to these people. If you create a blog post every week, now you have something to talk about. If you create two blog posts every week, you have even more value to give them. And I guarantee you that the people that are on your list either really want to hear what you’re talking about, or they’re going to unsubscribe and frankly, those weren’t your potential clients anyway.
So just to recap here, we’re talking about creating micro content through a social media schedule. Such as SmarterQueue for your own Facebook page, for your own LinkedIn page, for your own Twitter, and for your own Instagram, then you want to create a spreadsheet, where you can have easy access to talk about your blog posts organically in conversations that come up. And then you can use this content also in your email list.
But wait, there’s more.
If you are interested in truly repurposing this content, what you can do is actually create micro voice snippets, there are tools that will allow you to create what essentially are very tiny voice snippets that you can either have visuals or captions added to it, and the content is already written. So you just need to find a platform that will create these little bits of visual content that have a voice snippet attached, then you take that voice snippet with the image attached, go back to Smarter Queue. And take however many voice snippets you’ve got per article, maybe it’s two, maybe it’s five, and put all of those into Smarter Queue as well.
So let’s say for our example of wills versus trusts, you make three small voice snippets, that are little pearls of wisdom that you have created in your blog post. When you put those into Smarter Queue, those voice snippets, which is an audio file will show up on Facebook, on LinkedIn. And depending on the way that you format it, potentially Instagram, and Twitter, also as new content. So if you’re keeping score, you’ve got five different pieces of content going out to four different social media platforms, that’s 20.
If you create little tiny voice snippets, let’s just say three, that even go out to two platforms, that six, and again, if you put it out to four, that’s 12. If you’ve got three voice snippets going out to four different platforms, now you’ve got 32 pieces of content that are going out to all of these social media platforms, and all of them are going back to your one blog post.
If you repeat those just twice a year, you are now at 64 pieces of micro-content, going back to one blog article.
And if that is not incredible enough, you know what I’m gonna say next, right?
But wait, there’s more!
Statistics show that video is one of the very best if not the best thing you can do for your SEO on your website. video content is consumed in massive numbers throughout all social media platforms. So you want to take advantage of this if you’re willing. And if your game, what you can do is, again, create small pieces of micro content from the content that you’ve already created in this blog post.
Let me explain. If you just take your cell phone and talk for about two minutes about the content that is in that blog post, just like you did with the voice snippets, but this time, it’s with video. And let’s say you create three of those, just like you did with the video. Now you’re starting a YouTube channel without even trying, you may not get a lot of traction with really small snippets. But it’s there if someone were to want to go through it. Next, what you can do with these small pieces of video content is embed them inside of your actual article. This is fantastic for SEO. And in fact, research shows that any article that has video along with it, the SEO for it is just astronomical. Google loves it. So you can just go ahead and embed those three little videos into your content.
But wait, there’s more!
You can take those three pieces of video content and put those in the scheduler as well. And again, if they’re going out to four social media platforms again, you’ve got 12 pieces of video content right three videos to four social media platforms 12 So now you have your original 20 pieces of written content, 12 pieces of voice content, and 12 pieces of video content.
And frankly, the amount of time that it will take you to create all of these is not that much, you’ve now got 44 pieces of micro-content. If you put that out on those social media platforms, twice a year, just have it set for every six months, you will have 88 pieces of small micro-content going back to one article on your website.
And I just want to talk here about the fact that people are going to get sick of seeing this content they won’t, because the truth of the matter is, no one is following your social media platforms like a hawk. And if you create all of this content so that it looks slightly different, they will think that it’s different content and go to it if they are interested in that content, no one is going to go to an article about the differences between a will and a trust if they’re not interested in that content. So you’re just giving that piece of content that lives on your website, every possible opportunity to get in front of every audience that may find it interesting enough to go to your website, and then eventually pick up the phone and hire you to be their estate planning attorney. Because at the end of the day, that’s the goal.
So now we’ve got one piece of content on your website, with 44 different options of micro-content plus the email list. And plus the fact that you can use it organically in conversations that you have with other people in other Facebook groups or LinkedIn groups or LinkedIn discussions or Twitter discussions. organically, you’re just providing value when people happen to be bringing up a subject. That is something that you’ve already written about. It’s a lot, right. It’s amazing, right?
But here’s the even better benefit. What is the point of repurposing all of this content?
Let me convince you why it is so important to repurpose content for your SEO. SEO is search engine optimization. And it’s this huge jigsaw puzzle of the way that Google specifically all search engines, really, but Google, specifically, we’ll look at everything that has to do with you and your law firm, and make a determination. After looking at all of that criteria, where to rank your law firm website, as well as specific content from your website, on their search engine, recycling content, repurposing content is going to help your SEO in many ways.
First of all, you are investing your time that it took you to create this content wisely, you are taking that original piece of what I have always called foundational content, and spinning it in such a way that it can reach a wider audience, the wider of an audience you reach, the more traffic comes to your website. And then you start to get more followers on Facebook, on LinkedIn on Twitter, the more followers you get that are true followers, not purchased followers are fake followers, true followers that are very interested in the content that you’re providing.
The next time you put out a blog post and content, more people will go to your website, which will mean that then more followers will be on your Facebook group and LinkedIn because your followers will perhaps share that content or visit about it in other groups.
And eventually what’s happening is you are getting more and more traffic to your website on different new blog posts. Just simply because you are creating more content and reaching a wider audience every time you do. You’ve boosted your organic traffic with frankly, a minimal amount of time and money.
Yes, it will take you time to create content and it will take you even more time to repurpose it into this micro-content. But it’s a lot cheaper than hiring a digital marketing agency for $15,000. So if you’re still with me on this, let me explain why this is going to help your SEO. The more traffic that is coming to your website. And the longer they’re staying on your website, Google sees that through their analytics.
And they say, Wow, ABC law firm had only 1000 visitors to their website last month. But this month, they have 2000. And the next month, they have 4000. That is telling and signaling to Google, that the content you are putting on your website is valuable.
And Google will reward that by raising not only those specific blog posts, but your entire website higher in their own rankings on Google. Now, my guess is, as an attorney, you may not have all the time in the world.
So if you are going to make the decision to repurpose content, my very best practice is to tell you to repurpose everything, repurpose every single blog post you have into 88 pieces of content, right?
That is my best practice, you may not have the time to do that. If you don’t, once you do it once or twice, you could perhaps create a system to show a virtual assistant, a VA, or a paralegal or even hire someone from Upwork to do this for you inexpensively.
But if you can’t afford that, then you’re going to have to decide which content to repurpose. If you are going to have to make a choice regarding which content to repurpose, here are some of my suggestions. The first is if you have a blog post that has an astronomically larger amount of traffic that goes to it organically or through social media, every time you talk about it, repurpose that piece of content.
If you have something that is very new, for example, I wrote a blog post on the new social media platform clubhouse, and how lawyers can use Clubhouse to their advantage to gain more clients. And I did it right when Clubhouse launched. That got me a lot of traffic because no one else had really written about how law firms and lawyers could truly use Clubhouse to their advantage as a social media platform.
So if you have something really unique, if there’s a new law that’s come out or a new statute that’s come out, then you can take that statute and write about it, and disseminate it amongst social media by repurposing it. And maybe you’re the first one or one of the very few first ones to do that. Those would be good ideas to repurpose those types of content. I
f you can find that high performing content, or content that is evergreen, and evergreen means it’s never going to go away. Examples of evergreen content would be what is the difference between a will and a trust? What is the difference between a chapter seven and a chapter 13 bankruptcy? What is my best course of action after a car accident, these are topics that are never going to go away. They are called evergreen content. So if you need to choose among your pieces of content on your website to repurpose, consider your evergreen content.
And, frankly, another thing you should do is research your competitors. If you see that one of your competitors is doing really well and on the top of Google for certain pieces of content, what you can do is take your content, and then repurpose it in so many different ways that you get more traction on your website for that particular topic. And therefore Google will see that perhaps your content is better than your competitors, and then rank you higher on Google for that particular topic.
So but I’m not done yet. Right? You know it by now.
But wait, there’s more!
You can simply take the entire blog post, or perhaps a series of blog posts on a similar topic and create a webinar about it. webinars are really popular. These are ways that you can connect with your potential clients and give them a lot of value. And frankly, anyone that is signing up for a webinar on a law topic is very interested in that topic. research says that a webinar has a tendency to attract approximately 150 attendees. These are 150 people that would be very interested in the topic that you are discussing. And if you can take either one really long blog post or several different blog posts and put them into a webinar. That’s another way that you can get potential clients. Another interesting way to use webinars is to use them as lead magnets or opt in magnets. What that is, if you are trying to get a lot of people onto your email list, one of the ways to do that is to have a pop up or a banner saying, hop on my email list and have free access to this webinar immediately. So you’ve already created the webinar. And now it acts as a lure for people to give you their email. And then they get value because they get the webinar on the topic. And then you are able to get their email and then consistently keep in contact with them.
Another way to repurpose content is to simply create a podcast, a lot of law firms are delving into the podcast area, and for good reason. Because while video and YouTube is a very difficult market to penetrate and get visibility in podcasts are still relatively easy to get traction in. Why do you think I’m doing one, it’s just no secret that podcasts have surged in popularity, and frankly, we all listened to them. So that would be a way for you to take the content that you have on your website and repurpose it into a podcast.
Another thing you can do is create an ebook out of it, or even just a smaller downloadable PDF. Another thing you can do is take the content and go over to Canva. And I will link this in the show notes. Canva is a free tool that allows you to make infographics and different visuals that might relate to your content, just like you’re creating additional video or audio content, you can create this micro-content as well. So if you create an infographic about the types of injuries that victims have, from car accidents, you can also take this micro piece of content, include it in your blog post, and then also put that throughout social media as well.
So these are really great ways to also spin your content into other pieces and other formats of micro-content.
That was a lot, right, because you’ve got your foundational piece of content. And then you literally can spin it hundreds of ways, if you are so inclined. And the more that you take these pieces of micro-content, and send people back to that original piece of content on your website, the more you will have traffic continue to grow throughout your website, then you do what we talked about in the other episode, which is to internally link these pieces of content with each other.
So it just gives people more information, more content, more value while they’re on your website. So go ahead and check out the show notes for all of the different tools that I talked about and platforms that I talked about in today’s episode. And I know there’s a lot in here to unpack, but I highly suggest you sit down and create a digital marketing strategy that helps you work smarter and not harder, and takes one piece of content. And however you feel comfortable and however much time you have spin it in as many ways as possible.
And it cannot be overstated, that once you do this once or twice and create a system for it. If you don’t have the time to continue to do it, I just highly encourage you to get a virtual assistant, or hire someone from Upwork or perhaps have a legal assistant or paralegal help you with this. Because this is truly the way to get the most bang for your buck out of the content that you work so hard to put on your website that would provide so much value to the people that are on your website and frankly, the potential clients that you want to pick up that phone and call you.
So I hope you enjoyed the entire series of creating great content and this special little bonus podcast about how to take all of that and repurpose it so that you can get the most visibility for your small or solo law firm.
And so I would just encourage you to click that subscribe button so you never miss what’s coming up and there’s gonna be some good stuff coming up people I promise.
And also just Remember to head over to LawQuill.com/podcast for the show notes for this episode as well as all of the other episodes. And until next time. Thank you so much for joining me on all of these podcasts and being part of what has been really an exciting experience for me to provide all of this information for free for small and solo law firms because that is truly my passion to help them gain traction and visibility online. So until next time, thanks for joining me in the Legal Marketing Lounge.