You may know by now that the key to SEO success for your law firm’s website is an abundance of high-quality written content. Written content helps you target your ideal client online and attract more web visitors through search engines. But what if you could work smarter, not harder, and repurpose a single piece of written content into several more for your website, email lists, and social media?
Read on to learn why it’s useful to repurpose your content, when you should repurpose it, and the six best ways to repurpose your written content to reach a broader audience and drive traffic to your website.
Why should I repurpose my written content?
Why reach a few, when you can reach many? Repurposing high-quality written content allows you to get the most out of your hard work by spreading it across a larger audience than what is possible in its original form.
If you have created a piece of high-quality written content, it should provide helpful and relevant information, contain keywords and phrases that target your ideal client, and explain concepts in plain language. These elements of your written content can then be carved up into smaller, bite-sized pieces using several formats.
When should I repurpose my written content?
If you have the resources to do so, you should repurpose your written content each time you produce a new piece. However, if you’re repurposing your content for the first time or aren’t able to repurpose each piece, the following are a few qualifying factors for deciding when to repurpose content:
- Content that performs well. If you have a web page that gets steady traffic, it’s likely that your audience is interested in that topic and you will have an easier time generating interest elsewhere. Note: To analyze page performance, monitor the number of page views with your website analytics data.
- Trending topics. Repurpose your written content for topics that have gained popularity due to recent interest.
- New or newsworthy topics. If you have high-quality written content about a new law or statute, repurpose it among your various marketing outlets.
- Evergreen content. These topics will always be relevant to your potential clients and generally won’t require you to make updates later on.
Six ways to repurpose your written content
Sharing your written content with your email lists helps to broaden your audience and may drive more traffic to your website. If your firm sends a regular newsletter to clients and referral sources, consider incorporating a recent, trending, or popular content piece in your email. Include a corresponding photo for the blog or article with a short description that helps to spark interest in reading more. Then, provide a link for continued reading on your website.
Video content can be an effective way to connect with potential clients online and communicate complex legal issues. Customers online are increasingly attracted to video content, making it a valuable tool for your digital marketing. Repurpose a high-quality piece of written content as a loose script to create one or more videos.
Gated content refers to a piece of content that requires a visitor to offer their contact
information (typically an email address) in order to gain access. If you have a written content piece on your website that performs particularly well, think of where you can expand on this topic to create a guide, checklist, or something similar. Your leads will be incentivized to share their email address with you if you have created content of value to them.
Similar to creating video content, there is potential for you to record a podcast using the main elements of your existing content. Podcasts are becoming increasingly popular and can be useful for explaining complex legal topics in-depth.
Psst– LawLytics has a podcast too! Head over to our Law Firm Marketing Decoded podcast to check it out.
Ebooks can be an excellent way to deliver extra value to your clients as a free resource. They can also act as a lead generator to attract new clients. For example, a family law attorney may create an ebook that details all the documents a client needs to prepare for a divorce. They could then host this as a download on their website, link it to their esignature, share on social media, and send to new clients directly.
Infographics are useful visual components that can be easily repurposed on your firm’s social media or on your website to enhance your written content. If you have a written piece that details statistics about a particular topic, this may be a great opportunity to create an infographic to highlight that information to potential clients. For example, if you had a blog reporting on car wreck statistics in your local area, this could be transferred over to an infographic for added visual interest for the reader.
Developing high-quality written content is the best strategy to get your website in front of more potential clients. However, if you’re not repurposing this content for multiple uses, you may be missing out on easy opportunities to capture a bigger audience. With a bit of creative strategy, repurposing your written content helps you get the most out of your work and provides an added value for potential clients.
Your firm’s website will always be the foundation of your marketing efforts, and additional marketing avenues you pursue while repurposing your written content should always funnel potential clients back to your website. If you’re looking for a new website or your current website isn’t performing how you need it to, schedule an interactive demo with our team.