Why Repurposing Content Is A Great Strategy For Law Firms

Why Repurposing Content Is A Great Strategy For Law Firms


When running a content marketing campaign, you need to keep your content high-quality and your postings consistent. However, it might come to a point where you’re running out of ideas or regurgitating content. This is especially true for marketers and content creators who have been running blogs and social media accounts for a long time.

This can be an even bigger problem for legal content. After all, there will come the point where you’ve made content for every relevant law. Not to mention, new laws don’t come in every week. Not to mention, people tend to lose interest in high-profile cases and other legal news as time goes on.

So, how do you stretch out your ideas and keep your content coming?

An excellent way to escape this burnout would be to go back to the content you already have and repurpose them. In this post, we’ll go over how to repurpose content to keep your content consistent, your excellent content cycling, and your audience interested.

Defining “Content Repurposing”

Repurposing content is the process of modifying content that has already been created to reuse it in a different way.

Have a fantastic Facebook post that drew a lot of attention? Make a long-form LinkedIn post, a YouTube video, or an in-depth blog piece out of it.

You can also conduct a follow-up with another Facebook post, turn it into a Facebook video, or provide further information related to the post.

You can also repurpose content within the same platform. A single brilliant idea doesn’t have to, and shouldn’t, end with a single blog post. Instead, you can repurpose your social media content to keep your customers’ social calendars full, your audience engaged, and your creative juices flowing.

Why Is It So Important For Law Firms To Repurpose Content?

Knowing how to repurpose content can be a huge advantage for law firms running their own digital marketing strategy. One of the biggest hurdles to law firm marketing is how much time and effort it requires, with the content being one of the most time-consuming things to properly implement.

So, if you have one good idea, you’ll want to get the most out of it. This might also save you some time in content creation, giving you more buffers and reducing the feeling of running out of things to talk about.

For example, if you conducted a study or compiled a great personal injury guide, you’ll want to use some of that for other forms of content as well. You can use some of that data and turn it into a newsletter, a Tweet, or a Google post.

Some of the most significant advantages of repurposing include:

1. Save Time

As said, content creation is the hardest for attorneys and law firms. After all, you’re focusing all your energy on your cases, and content creation and optimizations can be an extra burden.

However, digital marketing is worth all the effort. The best you can do is be smart about your strategies and planning. Of course, you could always hire a legal content writer to help, but repurposing might be a great way to spread out the work if you’re doing this on your own.

2. Get The Most Out Of Great Ideas

Great ideas require a lot of time and research. However, you’ll get a lot of information from your writings and research that can be transformed into new content. Again, this is great for lawyers who are doing this by themselves. They allow your ideas to get as much mileage as possible.

3. Avoid Running out Of Ideas

Running out of ideas is the worst for content creators. However, there’s a lot of traffic and lead generation in posting new content, so keeping those ideas coming is a surefire way of getting consistent law firm marketing ROI.

4 Ways To Repurpose Your Content

Seeing the potential usefulness of repurposing old content? You have a plethora of ways to do so. Let’s look at 4 of the easiest ways to repurpose old law firm content and give them new life.

1. Convert Content To Fit Other Platforms

Great content can—and should—be repurposed across various platforms. For example, do you have a great listicle? Make a YouTube video, Twitter thread, and Instagram story using the same content.

While you can share the same content across several platforms, you should modify it for each one. This is because the algorithms and user culture for each platform are different. For example, you don’t want to post the entire text of a recent blog on Twitter; you have to shorten it to fit the microblogging format. Likewise, you can’t post overly-casual memes and vlogs on LinkedIn, as it doesn’t fit the platform’s general user base.

In other words, you want to set up your content for success, especially when you’re using them on different platforms with different user bases and mechanics. If your content doesn’t fit the platform, it’s likely not getting as much attention as it might have if you’d fully optimized it.

2. Refresh High-Performing Content

Some great ideas don’t have to stay where they are. Unfortunately, even the best-written articles get outdated, irrelevant, and lose traffic over time. This opens up an opportunity to write or create a new version of previous well-performing content.

For example, if you wrote about COVID-19 restrictions sometime in 2020, there will be a lot of updates, laws, and policies by 2022. Unfortunately, this means your original COVID-19 content has become outdated and will probably start to lose traffic and interest. When something like this happens, you should begin planning newly updated content or work on refreshing your old posts. This should replenish some traffic to get your pages back in the SERPs.

3. Turn Blog Posts Into Videos

Videos often perform well on most social media platforms. Think of Facebook, YouTube, Twitter, and TikTok, which bode well for video content.

Videos, in actuality, can require a lot of time, money, and effort to make. So if it doesn’t do well, you would have wasted a lot of time and energy on something that didn’t really have a good ROI. However, starting with a solid idea you know gets a lot of traffic, you would at least know that people are already looking for this type of content. So you already know they have a strong probability of succeeding Lawyer SEO and marketing-wise.

4. Write A Series Of Posts

Sometimes, it feels like you’re pouring every creative idea you have into one post that leaves nothing for the next ones. However, if you find a great topic covering a broad theme, you can break each section down into a series.

This isn’t to say that you should forcefully cut up your content into a series. But, remember: thin content doesn’t do well in SEO—it just winds up being incomplete or unhelpful.

Reserve this strategy for an actual broad topic—the type that will take thousands of words to fully explain. Link your posts, make indexes and tables of content, or create a YouTube playlist so everything can be easily accessed by users.

Bottom-line

Content repurposing isn’t making duplicate content. The whole point of repurposing is to take one good incarnation of your content, add a twist, and give it new life. So, avoid copying and pasting whole scores of text and posting them elsewhere (unless you’re syndicating or republishing something).

Use your data on previously published research, transform a blog into a more digestible infographic, and update old content losing traffic over time.

Remember, SEO and digital marketing trends change over time, so you need to make sure your content and strategies keep up.

Author’s Bio

JC Serrano is the founder of 1000Attorneys.com, one of the very few private enterprises certified to process lawyer referrals by the California State Bar. His marketing strategies have continuously evolved since 2005, incorporating ever-changing SEO strategies into lawyerleadmachine.com.