Many law firms rely heavily on content marketing to obtain new business; the American Bar Association reports that around 30% of law firms maintain a blog while over 75% maintain some kind of presence on social media. Content marketing is the most prominent and fastest-growing form of marketing today, with law firms, businesses, and other organizations distributing content online to attract clients. Legal work is demanding, however, and many law firms may find that they do not have the capacity to constantly create fresh content. This is why it is so important to prioritize strong content repurposing strategies for law firms.
Simply put, content repurposing allows law firms to take existing content, such as a blog post, and convert it into another format, such as an infographic or a blog post. It is an excellent way to reach new audiences without having to build new content from scratch. However, content repurposing may not always feel intuitive, which is why it can be helpful to work with a law firm marketing agency with experience building content repurposing strategies for law firms. Consider reaching out to Law Quill to learn more by scheduling an appointment on our calendar today or emailing us at firstname.lastname@example.org.
Understanding Content Marketing
To understand content repurposing strategies for law firms, it is important to first understand content marketing for law firms. Content marketing can assume a wide variety of formats and is geared at providing valuable information to current and potential clients. Some common formats of content marketing include:
- Social media posts
- Case studies
- White papers
These assets should provide something of value to their target audience. For example, a blog post might guide readers on what to ask a lawyer during a first consultation, or an infographic might outline workers’ compensation rights. Depending on the kind of law that the law firm practices, the content will vary, but it is important to be aware of the kinds of questions and concerns your target audience may have and to conduct research on what keywords should drive content so that it is search-engine optimized (SEO). Other best practices for creating quality content include:
- Keep the content simple: Any content, whether blog or podcast, should be easy to understand. It is important to focus on clarity and conciseness in all messaging – whether blog or podcast.
- Be both specific and comprehensive: Avoid padding content with unnecessary language or information; focus on providing the audience with exactly what they need. For example, a blog post on what to do in a car crash should provide the reader with a detailed list of what information they should collect about the event.
- Ensure the content can be skimmed: Many people are busy and may not have the time to carefully read through, listen to, or watch the content. Make it easy for them to easily skim and understand the content by utilizing tactics like bulleted lists and bolded titles.
- Avoid dating the content: Using language that dates the content – such as “last year” or “2020” sets an expiry date for the content. People may choose to gloss over it because they feel it is no longer relevant or it appears outdated.
Why Content Marketing Is Important For Law Firms
Good content marketing is foundational to strong content repurposing strategies for law firms. There are numerous benefits to high-quality, client-oriented content for law firms. Some of these benefits include:
- It makes a law firm easier to find organically online. According to Search Engine Watch, which provides news and information on search engines, content is one of the most important factors search engines consider when ranking results.
- It sets a law firm up as an expert in their field and builds authority and trust among potential clients.
- It drives quality leads to law firms.
Ultimately, to repurpose content, law firms first must have quality content marketing strategies. It can be helpful to work with a law firm marketing agency such as Law Quill, to develop quality, client-focused content.
The Benefits of Content Repurposing
Strong content repurposing strategies for law firms are important for many reasons. While it is important to build quality content for law firm marketing, this is often easier said than done; creating quality content can require a lot of bandwidth. This is where content repurposing steps in – transforming an existing blog into an infographic or a podcast, for example, can hold multiple benefits for a law firm. Some of the benefits of content repurposing can include:
- It allows law firms a great ROI on already quality content. Digital content often has a shelf life. Repurposing content gives it new life and extends its reach.
- It can help law firms reach different audiences. Different people are on different platforms and repurposing content for those different platforms can help law firms reach a more comprehensive range of people.
- It can assist with search engine optimization (SEO) by reusing critical keywords.
- It saves time and labor – there is no need to create completely new content, it is a matter of reframing it to fit a different format.
Some examples of how law firms can repurpose content include:
- Turning a blog post on estate planning into an infographic that outlines key questions and documents related to estate planning.
- Writing a blog post that summarizes the key points from a recorded webinar.
- Pulling facts and quotes from blog posts to use in social media posts.
- Incorporating existing content such as blogs or videos into campaigns and newsletters.
Initial Steps for Repurposing Content
There are several key initial steps to content repurposing strategies for law firms. These include:
- Conducting a content audit
- Reviewing recent feedback.
- Researching competitors.
Conducting a Content Audit
A content audit involves an assessment of existing content, such as landing pages, blog posts, case studies, and more. The audit helps drive decisions around how to better optimize and refresh existing content and make it easy for potential clients to gather information about the law firm. Two important strategies when conducting a content audit are to outline your primary marketing goals and to look for content that can be easily updated.
Different marketing goals will lead to different approaches. For example, if a primary goal is to attract new clients, during the audit you may focus on ensuring content is timely and reflects recent current events. In some cases, older content may require an update to attract clients.
Reviewing Recent Feedback
Another helpful step in content repurposing strategies for law firms is reviewing recent feedback. For example, comments on blog posts or social media posts can help you gauge what your target audience is interested in learning more about. For example, if on a blog post about personal injury and car accidents someone comments that they would like to know what to do in cases specifically involving trucks, you might choose to update and reshare the blog post to address those concerns. This demonstrates attentiveness to potential clients.
Another important aspect of content repurposing strategy is to monitor competitors. Determine who specializes in the same practice areas as your law firm. See what they are writing about, and what content they are creating, and identify what gaps they have. By identifying those gaps, you can then create content that meets clients’ needs that competitors have not met.
How to Repurpose Content
There are many different ways that law firms can repurpose content. Some ways to repurpose content include:
- Republishing existing content. For example, a blog that is on the law firm’s website can also be published on other mediums, such as law journals or industry publications. This also helps establish the law firm’s expertise.
- Leveraging social media. Small snippets from blog posts or webinars or podcasts can be turned into catchy social media posts. It is important to always include images in social media posts to help them stand out.
- Turn written content into quick videos. High-performing blog posts or articles can be repurposed into short videos. This allows you to reach a larger audience with the same content – as some people gravitate towards written content and some people gravitate towards visual.
- Repurpose testimonials and reviews into eye-catching visuals that can be used on social media, letting potential clients know that the law firm has a proven track record.
20 Practical Ways To Repurpose a Blog Article
Here are 20 practical ways to repurpose a blog article:
- Create an infographic: Use the key points and statistics from your article to create a visually appealing infographic that can be shared on social media.
- Turn it into a video: Record yourself talking about the article and use animations or slides to illustrate your points.
- Create a podcast episode: Turn your article into a podcast episode by reading it out loud or discussing it with a guest.
- Turn it into an e-book: Compile several related articles into an e-book that can be downloaded or sold on your website.
- Create a webinar: Use the article as the basis for a webinar, where you can go into more detail and answer questions from the audience.
- Turn it into a slide deck: Create a PowerPoint or Keynote presentation based on the article that you can share on social media or at conferences.
- Use it as a script for a YouTube video: Use the article as the basis for a YouTube video, either by reading it out loud or creating an animation or whiteboard video.
- Use it as a guest post on another blog: Rewrite the article slightly and submit it as a guest post to another blog in your niche.
- Turn it into a series of social media posts: Break down the key points of the article into bite-sized social media posts that can be shared over time.
- Create a lead magnet: Use the article as a lead magnet to attract new subscribers to your email list.
- Turn it into a course: Develop a course based on the article that you can sell on your website or on a platform like Udemy.
- Use it as a basis for a workshop or training session: Use the article as the basis for a workshop or training session that you can offer to clients or customers.
- Create a quiz: Use the article to create a quiz that can be shared on social media or included on your website.
- Turn it into a case study: Use the article to create a case study that can be used to demonstrate your expertise to potential clients or customers.
- Use it as a basis for a speaking engagement: Use the article as the basis for a speaking engagement at a conference or other event.
- Create a PDF download: Use the article as the basis for a downloadable PDF that can be shared on your website or with clients.
- Use it as a script for a podcast episode: Use the article as the basis for a podcast episode, either by reading it out loud or discussing it with a guest.
- Create a visual representation: Use the article to create a visual representation, such as an infographic or flowchart, that can be shared on social media or included on your website.
- Turn it into a guest lecture: Use the article as the basis for a guest lecture at a university or other educational institution.
- Use it as a basis for a research paper: Use the article as the basis for a research paper that you can publish in a journal or other academic publication.
Why It Is Important To Repurpose Content
Repurposing content is important for a law firm for several reasons:
- Maximizing the value of content: Repurposing content allows law firms to get more value out of the content they have already created. Instead of letting it go to waste, they can reuse it in various forms and reach a wider audience.
- Reaching a wider audience: Different people consume content in different ways. By repurposing content into different formats such as videos, podcasts, infographics, and social media posts, law firms can reach a wider audience and engage with potential clients who may not have come across their content in its original form.
- Increasing brand awareness: Repurposing content allows law firms to promote their brand across different platforms and channels. By repurposing content for social media, webinars, podcasts, and other platforms, law firms can increase their visibility and establish themselves as thought leaders in their industry.
- Improving SEO: Repurposing content can also help to improve a law firm’s search engine optimization (SEO). By using different keywords, headlines, and tags, and linking to the original content, law firms can increase their online visibility and improve their search engine rankings.
- Saving time and resources: Repurposing content can be a time-saving strategy for law firms. Instead of creating new content from scratch, law firms can use existing content as a starting point and tweak it to fit different formats and platforms. This can save time and resources that can be redirected to other areas of the business.
Overall, repurposing content is an effective way for law firms to maximize the value of their content, reach a wider audience, increase brand awareness, improve SEO, and save time and resources.
Law Quill Can Help
Content repurposing strategies for law firms may not always seem straightforward. An experienced law firm marketing agency can help you determine how best to leverage content for repurposing. At Law Quill, we work closely with our clients to provide them with the guidance they need. Consider reaching out to us to discuss content repurposing by scheduling a phone or zoom call on our calendar today at your convenience or email us at email@example.com.