Repurposing content is a smart and effective strategy that lets lawyers get the most out of their marketing efforts. By tweaking and reusing your existing content, you can reach more people, enhance your visibility and showcase your expertise across different platforms. This strategy helps extend the lifespan of your valuable insights, keeps you visible online and connects with your audience in more effective ways.

Think about taking one well-researched piece, like a whitepaper and turning it into a series of blog posts or videos. Each post can dive into a specific part of the topic, which you can then share on social media to spark conversations and drive traffic back to your site. You could also create an eye-catching infographic from the key points, which is perfect for platforms like LinkedIn and Instagram.

This approach not only saves you time but also helps maintain a consistent online presence, which is important to remaining top of mind with the people who can hire and refer work to you. Regularly updating and diversifying your content keeps your clients and followers engaged and informed, building trust and credibility. It’s also great for SEO because new content with relevant keywords can improve your search engine rankings.

Another benefit to content repurposing is catering to different preferences. Some people love reading articles, while others might prefer watching videos or listening to podcasts. Offering your content in various formats means you can connect with a wider audience, no matter how they like to consume information.

Plus, repurposing content reinforces your status as a thought leader. By consistently sharing valuable insights on multiple channels, you establish yourself as an expert in your field. This attracts potential clients and helps build relationships with peers and influencers in the legal industry.

Repurposing content is an effective strategy that can significantly boost your law firm’s marketing efforts. It maximizes your reach, strengthens your online presence and showcases your expertise.

Why Repurposing Content Matters

Repurposing content is not just about recycling your old material; it’s about maximizing the value of your expertise and reaching your audience where they are most receptive. By repurposing content, lawyers can:

  • Extend the lifespan of their content, ensuring that valuable insights continue to resonate with audiences over time.
  • Reach new audiences across different platforms and formats, expanding their online presence and visibility.
  • Enhance engagement with their audience by catering to diverse preferences and consumption habits.
  • Establish themselves as thought leaders in their field, reinforcing their expertise and authority through consistent and valuable content dissemination.

Here are 10 Creative Ways Lawyers Can Repurpose Their Content

  1. Transform Blog Posts into Podcasts: How to do it: Record yourself reading your blog posts aloud and discussing key points from them – don’t read them word for word. Edit the audio for clarity and quality, add a title slide using Canva and then publish it as a podcast episode using platforms like Spotify for Podcasters (formerly Anchor) or Libsyn. Don’t forget to post these on your website too to help with SEO and discoverability.
  2. Create Infographics from Legal Insights: How to do it: Use graphic design tools like Canva or Adobe Spark to create visually appealing infographics from your blog posts, articles, podcasts and webinar presentations. Condense key legal insights from these pieces into bite-sized chunks and incorporate relevant images or icons to enhance understanding. These visual pieces are highly effective to help you stand out and they encourage sharing which can bolster your visibility on social media and other platforms.
  3. Turn Webinars into Video Series: Not everyone wants to listen to the full hour of your webinar, but they will watch a two-minute segment. How to do it: Break down your webinar recordings into shorter segments focusing on specific topics of interest to your audience. Edit the videos for consistency, add a cover image and thumbnail with your branding and upload them to platforms like YouTube or Vimeo as a series playlist. Then share them on social media and your website.
  4. Compile Case Studies into E-books: How to do it: Gather your successful case studies and client victories, organize them into a cohesive narrative and format them into an e-book using Microsoft Word, Canva or Adobe InDesign. Publish the e-book on your website, social media channels and distribute it to your email list.
  5. Host Q&A Sessions on Social Media: How to do it: Announce a live Q&A session on your preferred social media platform, such as Instagram Live or LinkedIn Live. Encourage followers to submit their legal questions in advance and be prepared to answer them during the session. You can always just answer the questions your clients ask you most often and then run that as a weekly series on social media.
  6. Republish Articles on LinkedIn: How to do it: Copy and paste your previously published articles, client alerts and blog posts into LinkedIn’s publishing platform. Optimize the content for LinkedIn’s audience by adding relevant hashtags and engaging with comments and shares.
  7. Turn Legal Guides into Email Courses: How to do it: Break down your comprehensive legal guides into a series of email lessons. If you don’t already have one, set up an email marketing platform like Mailchimp or ConvertKit to automate the delivery of each lesson over a set period.
  8. Create Slide Decks for Speaking Engagements: How to do it: Extract key insights and visual elements from your presentations or webinars and organize them into slide decks using PowerPoint or Google Slides. Use the slides as visual aids during speaking engagements or share them as downloadable resources.
  9. Curate Content for Newsletters: How to do it: Compile relevant legal articles, case updates and industry news into a curated newsletter. Use email marketing software to create visually appealing newsletters and schedule regular distribution to your subscribers.
  10. Repurpose Testimonials into Social Proof: How to do it: Collect client testimonials and positive feedback from various sources, such as emails, reviews or social media comments. Showcase them prominently on your website, social media profiles and marketing materials to build trust and credibility with potential clients.

Key Takeaways on Content Repurposing

  • Extend Content Lifespan: Repurposing allows you to get more mileage out of your existing content.
  • Reach New Audiences: By presenting content in various formats, you can engage different audiences.
  • Enhance Engagement: Regularly updating and diversifying your content helps maintain audience interest.
  • Establish Thought Leadership: Consistent and valuable content dissemination positions you as an expert in your field.

Next Steps for Effectively Repurposing Your Content

  1. Identify High-Value Content: Start by selecting your best-performing content pieces for repurposing.
  2. Create a Repurposing Plan: Develop a strategy for how each piece of content can be adapted for different formats and platforms.
  3. Leverage Tools and Platforms: Use tools like Canva, email marketing platforms and LinkedIn Publishing to create and distribute repurposed content.
  4. Track Performance: Monitor the performance of your repurposed content to understand what resonates with your audience and adjust your strategy accordingly.
  5. Engage with Your Audience: Encourage feedback and interaction on your repurposed content to build stronger relationships with your audience.

It’s not easy to capture the attention of your audience and stand out from competitors, but an effective way that law firms and lawyers can do so is by repurposing your content. Repurposing content offers lawyers a strategic advantage, enabling them to amplify their impact and achieve their marketing objectives more effectively.