It should go without saying that it’s not how often you post content to social media that makes a true impact, but rather what you say and how you say it. The quality not the quantity of your posts should always be your primary focus.
But it’s not always easy to generate a steady stream of strong content to fill your editorial calendar year-round, especially when you work at small- or mid-sized firm.
That’s where owned media or evergreen content can come to your aid, or what I often refer to as my “what to say when you have nothing to say” content strategy.
Evergreen content is SEO-optimized content that doesn’t have an expiration date, or lose its relevancy and value over time. It is high-quality, helpful content that provides value whether it is read today, next week or a year from now. Like the trees with its same name, evergreen content is considered sustainable and lasting.
Creating an evergreen content strategy is easier than you think because you already have all of the content and most of the tools that you need. It just requires creative thinking on how to effectively repurpose them. For example, content opportunities (and the visual assets that go along with them) such as lawyer bios, holidays, office openings, firm history, timeless client alerts, case studies on matters/practices, careers, professional development, pro bono and diversity, events, as well as information from transcripts can all be used to fill in content gaps in your editorial calendar.
Leveraging evergreen content will reinforce your brand, differentiate your firm and can lead to new business and it will delight your lawyers (score!). And the best part? None of these require a big budget or tons of resources. I love these examples – especially the Hanukkah greeting from Stroock – it was one of the only firms that I noticed did a Hanukkah greeting. Here are some ideas on how to do this at your firm.