Content Repurposing: A Strategic Approach for Lawyers

Content repurposing is an underutilized strategy in the legal profession, yet it holds immense potential for boosting your firm's online presence. This approach involves taking existing content and reshaping it into different formats or updating it with fresh insights to extend its lifespan and reach.

In this comprehensive guide, we will delve into how you can effectively repurpose blog content to maximize your SEO boost and save time on creating new material. We'll begin by conducting a thorough content audit, identifying high-performing articles suitable for republishing while updating outdated legal information.

You'll also learn how analyzing client testimonials and monitoring social media interactions can provide valuable feedback for your content repurposing efforts. Furthermore, we'll explore competitor research techniques that help understand successful strategies while avoiding common pitfalls in legal marketing.

We will then move onto practical applications such as integrating current case studies into older blogs or revisiting past verdicts with a fresh analysis. Lastly, we'll touch upon converting written content into engaging video summaries of complex laws or animated infographics explaining court procedures.

Content Audit: The Key to Repurposing Success
A content audit is like Marie Kondo for your law firm's website. It's the first step in decluttering and revamping your content strategy. By meticulously reviewing your existing material, you can identify what sparks joy (or engagement) and what needs a little TLC.

Unearthing Hidden Gems: Identifying High-Performing Articles
Think of your website as a treasure trove. With tools like Google Analytics, you can dig deep and uncover the shining stars of your content collection. These high-performing articles are just waiting to be polished and republished, or reused for your email newsletter, a new podcast episode, social media post, or LinkedIn newsletter.

Keeping Up with the Legal Joneses: Updating Outdated Information
In the legal world, change is the only constant. Staying abreast of the latest developments is essential. By revisiting older posts and using sources like the Legal Information Institute (LII), you can give your content a makeover. Say goodbye to outdated information and hello to higher search engine rankings.

A content audit is like a makeover for your law firm's digital assets. It helps you repurpose your materials effectively, ensuring they remain accurate and relevant. So, get ready to boost your online visibility and authority within the legal sector.

Reviewing Feedback
Keeping up with the latest changes in the legal world necessitates being aware of what your viewers anticipate and require. One effective way of doing this is by reviewing recent feedback. This could be from clients, social media followers, or blog comments. By understanding what your audience finds valuable, you can tailor your repurposed content to meet these needs effectively.

Analyzing Client Testimonials for Insights
The testimonials that clients leave behind are like a treasure trove of information. They not only show how well you've served them but also highlight areas where there might be room for improvement. Use this insight when updating old posts or creating new ones - make sure they address common concerns and questions raised by previous clients.

Monitoring Social Media Interactions
Social media platforms like LinkedIn, Twitter, and even Facebook groups dedicated to law-related discussions offer an unfiltered view into what people think about certain topics or issues related to law. Keep an eye on these interactions; they'll give you ideas on which aspects of law intrigue people the most or confuse them deeply - perfect fodder for future articles.

Besides shaping your content strategy, actively engaging with users' comments also builds trust and fosters a sense of community around your brand.

Competitor Research
In the legal industry, it's crucial to outsmart your rivals. One way to do this is by snooping on their strategies. Time to put on your detective hat.

Cracking the Code of Successful Content
Peek into your competitors' blogs, social media, videos, and podcasts. What topics do they cover? How often do they churn out new stuff? Any patterns in their popular pieces? These insights will help you spot gaps in your own game and spark fresh ideas.

Avoiding Legal Marketing Blunders
Don't just look for success stories, learn from others' mistakes too. If a rival's attempt at humor flopped or certain articles tanked in engagement, take note. The key takeaway? Don't reinvent the wheel - instead, study those wheels already rolling and adapt their best practices to create something uniquely suited for your firm.

Republishing Existing Content
Why not just update and revamp existing material instead of creating something new? Updating and republishing old posts is a smart move for law firms. It keeps your website fresh and saves you time. Additionally, it ensures your readers don't miss out on any pertinent information.

Adding Current Case Studies into Older Blogs
Give your old blog posts a facelift by adding some current case studies. If you wrote about patent laws a while back, spice it up with recent cases or verdicts. It'll make your content more relevant and help your readers understand complex legal issues better. Trust me, they'll appreciate it.

Revisiting Past Verdicts with Fresh Analysis
Don't let your old articles gather dust. Take a fresh look at past verdicts and give them some new analysis. Legal interpretations change over time, so updating your perspectives on previous court decisions is a smart move.

These strategies not only keep your site up-to-date but also show off your expertise.

Converting Written Content Into Videos
The digital realm is rapidly evolving, and videos are a hot commodity. According to HubSpot, 54% of consumers crave more video content from their favorite brands. So, why not give your written content a video makeover?

Make Complex Laws Fun with Video Summaries
No need to let your in-depth articles on complex laws gather dust. Turn them into engaging videos. Break down legal jargon into easy-to-understand visuals and cater to those who prefer watching over reading. Tools like Canva or Adobe Spark make it a breeze, even for beginners.

Spice Up Court Procedures with Animated Infographics
Long-form text about court procedures? Boring. But an animated infographic? That is definitely more exciting!

Use this dynamic and visually appealing medium to explain complicated processes step-by-step. In a nutshell, converting written content into videos not only helps you reach a wider audience but also gives your material a fresh and relevant twist. Reinvigorate your existing content to make it more appealing and engaging.

Guest Posting
In the digital age, guest posting has become a power move for lawyers and law firms. Share your wisdom on reputable sites, establish authority, and drive traffic back to your own site.

Collaborations with Popular Legal Forums
Popular legal forums are the place to be for attorneys who want recognition. Collaborate with these platforms to reach a wider audience that's already thirsty for legal knowledge. For example, contribute articles on ABA Journal and other legal online websites and watch your online presence skyrocket.

Publishing Op-Ed Pieces on News Platforms
Don't limit yourself to legal forums. Publish op-ed pieces on news platforms like The New York Times Opinion Section. These platforms have a massive readership, giving attorneys a chance to offer expert commentary on current events or court rulings related to their area of practice. It's like being a legal rockstar.

Remember, valuable insights beat promotional content any day. Build trust, enhance your reputation, and become a thought leader in the field. Quality over quantity, my friend. Quality over quantity.

Work Smarter and Not Harder
Content repurposing is a lawyer's secret weapon to make their words go further. By auditing their content, lawyers can find the gems that shine the brightest and then reuse that content on social media, for their email newsletter, for their LinkedIn newsletter, and more. Make sure that you work smarter and not harder, and make the content you have already created continue to work for you!

Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.