Creating unique and original content for your law firm is always a top priority. Is it enough though to get you the results you were looking for when you decided to invest in it? Getting your assets in front of your target audience should be among your ultimate goals, and today we’re going to look into ways that will help you repurpose your law firm’s content.
When you publish a new blog article or a video on your law firm’s website, you rely on your traffic; this is how people will eventually read or watch your freshly published content. Of course, it assists you in your SEO campaign, and a properly researched and executed content strategy will gradually increase your visibility and rankings on the SERPs. Is that enough, though? Ideally, you want as many people as possible to view and appreciate your content; therefore, today, we’re putting together a guide on how you can achieve that through repurposing.
- What’s the meaning of repurposing?
When we talk about content repurposing, we explore the concept of using your existing assets in their original form or with alterations on platforms different from the one they were initially published. That way, you extend your potential reach, and if you manage to capture the interest of the viewers/searchers, you can add them to your funnel, converting them to prospects. To get the most out of this practice, you need to understand your audience and assets and pick the right methodology and platform. Are you ready for our actionable tips for your law firm?
- Law Firm Content Repurposing
We’ll split content-repurposing into two main categories, written (blog articles) and video.
a) Written Law Firm Content
- Convert a series of educational articles into guides and share them on social media. There are multiple paths to follow, but we’d suggest you look into Instagram. You can summarize your law firm’s educational content, visualize it, and create various formats that you can share on the platform. A series of graphs, a quick summary, and an eye-catching caption can be ideal for a carousel post, or even better a series of them. Additionally, you can use some of the visuals that you repurposed for Instagram stories. That way, you get in touch with your local community, providing helpful content while you retain your activity on the platform without the need to continue worrying about new content.
Tip: Don’t forget to create a dedicated highlight where users can go back and review your stories.
- Turn your blogs into podcasts. We’ve talked about podcasts on other occasions in the past. From our conversations with attorneys, we’ve noticed that one of the main reasons holding them back is the preparation they need and the time-consuming process of creating the content. This is your opportunity to use your existing content and convert it into something new, potentially targeting different audiences. Don’t forget to share your episodes on social media. That way, you can get more people to listen while you also enhance your credibility.
- Turn your best-performing articles into slide-decks and introduce them on SlideShare. Without requiring too much extra work, you can add another piece of content linked to your law firm. It will not only help you attract the interest of people researching, but it can potentially help you SEO-wise.
- Use your reviews and written testimonials on social media. If you have a reputation management strategy in place for your law firm, you should generate reviews at a decent pace. Why wouldn’t you show the world what you’ve achieved and how satisfied your clients are? You can create short, eye-catching visuals and share them across all platforms. On Facebook, you can create posts and boost them to increase their visibility. On Instagram, you can make both stories and posts. Remember to create a highlight section devoted to your reviews.
- Turn your best-performing blog articles into quick videos. That could also be an excellent idea for your FAQs. This will work effectively with any piece of evergreen content, and you don’t need any significant investment. You can do it at your office with the help of your team and a camera (yes, your phone could also work).
b) Video Content Repurposing
- If you’re already investing in video marketing for your law firm, you already have some appealing clips on your website. Is it enough? It’s not, and you should maximize their visibility by uploading and optimizing them for YouTube. It can help more people find you and get answers to their questions, while YouTube can also help you SEO-wise in the long run. Ideally, your partners have you already covered with a compatible format, so all you need to do is optimize your YouTube channel and hit upload. But it doesn’t have to stop on the organic side of things. You can work on creating short videos from your existing content and start investing in the bumper or non-skippable video YouTube ads for your Law Firm. It can do wonders for your brand awareness and reach within your target audience.
- Convert your videos into forms compatible with Instagram. Look into IGTV which allows you to upload videos longer than one minute. Additionally, you can create shorter cuts that can be used in your stories and regular posts. That way, you’ll maximize your reach on the platform, and you’ll be able to post on a regular basis, keeping in touch with your existing audience. Through Instagram ads for your Law Firm, you have the opportunity to expand your followers and get in front of prospective clients.
Tip: Don’t forget about Facebook and other social media such as Twitter. Once you are fully compatible with Instagram requirements and you are on a roll, move to Facebook and then Twitter.
- Use some of your videos for a podcast series. Similar to what we mentioned for your blogs-to-podcasts strategy, you can use your videos for the same purpose. For example, FAQs & Q&As can be used as the foundation of a series of podcast episodes. We strongly recommend not overlooking their importance and potential contribution to your overall digital marketing strategy.
What are our takeaways:
- Content is and will continue to be king. Therefore, you should be actively seeking opportunities to enhance your content strategy.
- Repurposing can provide you with effective ways to keep your activity levels at high standards, maximize your reach on several platforms, while you don’t need to come up with something new daily.
- Content repurposing isn’t just about your blogs, use your videos, jump on the podcast wave, and make the most of your exposure on social media platforms.