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Marketing Tech: Maximize Your Content Marketing Efforts

BY Melanie Trudeau
November 02, 2014

Keeping up with the demands of a law firm content marketing strategy is almost as challenging as running a marathon. Many law firms find they are highly motivated at the start, but run out of steam after a few months. All of those authors who promised to write blogs and share content on their LinkedIn profiles suddenly find themselves bogged down with day-to-day work. After all, consistent content creation, like writing a blog, takes time and resources away from billable client work.

But what if you could get more mileage from your content? What if that blog post could also become an e-book and a speaking submission? What if everyone at your firm shared your recent blog post on their LinkedIn profiles? Instead of reaching just your 418 connections, your has blog reached 9,265 connections.

Two strategies to put your content on steroids:

  1. Repurpose content into different formats.
  2. “Amp up” your distribution channels to achieve greater reach.

Let's consider first how to repurpose your content into different formats.

  • Take stock of what you already have:
  • Rewrite, or expand on, old articles and blogs.
  • Extrapolate on topics you previously covered to write new blogs and articles.
  • Combine a series of blogs into an e-book.
  • Turn that e-book into a video or podcast series.
  • Develop a webinar based on your e-book and include time for participants to ask questions.
  • Use the webinar questions to create a FAQ page on your website.
  • Turn the FAQ page into a “How to” guide.
  • Use an existing article to pitch a new speaking opportunity.
  • Turn an old speech into a blog post or video.
  • Develop a webinar based on a previous speaking engagement.
  • Use the bio you provided to a recent panel you participated in to refresh your LinkedIn profile.
  • Create a digital brochure from your existing website practice area pages.
  • Tweak the PDF export functionality on your website bio pages to create slick print versions of your bio pages for marketing materials.
  • Post your existing website videos to video sharing sites such as YouTube and Vimeo.

Get Creative with New Content

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