Are you investing time and money in marketing efforts? Then you’ll want to know the secret behind creating consistent content without wasting time, effort, and money. Stay with us, and we’ll show you how.
Studies show around 60% of marketers update their content 2-5 times, but only 29% have a strategy for repurposing content.
As marketers, we can 100% confirm: repurposing content is one of the most important aspects of investing in digital marketing – especially those investing in social media.
One of the main reasons why firms should invest in platforms where they may or may not see a 1-1 attribution to the bottom line is to….stay visible! Not every user will have the urgency to hire an attorney right then and there, but if and when the time comes, you want them to think of you. This is possible when you constantly put yourself out there and repeat your message(s).
Repurposing content is a way to fully capitalize your content by repeating your messaging in the most creative ways and consistently posting without putting in a lot of unnecessary effort.
Let’s dive into what this means, its benefits, and, most importantly, how to start recycling content.
What’s Content Recycling and Why Should Firms Care?
Content repurposing, also known as content recycling, is re-using content and presenting it in a new format and/or with new information. Think back to: upgrading, adding extra value, and changing formats.
So, what are the benefits of content recycling besides saving time?
- Anything can be repurposed – There are no limitations to what you can re-create.
- Greater content accessibility – You can repackage content and cater to your different audiences across different channels.
- More content diversification – Publishing in different formats increases your visibility and reach.
- Improved SEO rankings – More content means more credibility and links redirecting back to you, thus improving your rankings.
We could go on and on, but now let’s see how you can recycle content with a strategy.
The 7 Clever Ways Firms Can Recycle Content
1. Use your existing data
You can add extra value to your existing content without needing to do external research by going through your existing data.
One of the greatest assets you’ll get from investing in digital marketing, e.g., socials or email, is that everything is trackable. Since there are hundreds of trackable metrics, it’s best to focus on a few metrics. Do you want to know which ones?
Once you have a better idea of what metrics to look into, you can begin to interpret the data in several ways:
- Building case studies based on a previous case
- Creating ebooks
- Turning relevant statistics and figures into images to repurpose on other platforms like Instagram, YouTube, etc.
- Combining the data with existing testimonials and sprinkling them around your site, especially on relevant pages like the testimonials page
- Finding out what your top pieces of content were and repurposing them in other ways (e.g., revamping your top 3 blog posts into a series of educational videos)
2. Focus on evergreen content
There are 2 types of content:
- Timely content, e.g., a trends report for the year 2022 or a Google update.
- Evergreen content, which stays ‘fresh’ for longer periods, e.g., guidelines, how-tos, checklists, and case studies.
For now, we’ll say: focus on recycling your evergreen content because of its relevance.
3. Maximize your blog posts
Are you investing in content creation? Excellent, now it’s time to maximize it; this is where a newsletter comes in. You can link your blog to a weekly/monthly newsletter promoting snippets, tips, and tricks found in your blog.
Besides linking a newsletter, you can also:
- Add mini infographics in the blogs that have loads of numbers and figures
- Create social media carousels with takeaways
- Create a Twitter thread or LinkedIn post
- Guest post your revamped blog with other relevant businesses outside your website
- Highlight relevant quotes
- Use a VoiceOver service, add text-to-audio, and give users the option to listen to your blog! Fiverr offers this kind of service.
4. Extract quotes from industry leaders
Outside law, not many people know the intricacies of the legal profession, so take advantage of this. Since law firms are thought leaders, feel free to gather quotes, statistics, numbers, and anything else you think is relevant and worth highlighting.
Those heavy-hitting quotes can be repurposed across:
- Digital advertisements
- Future blog posts
- Social media posts
5. Capitalize your podcast
Do you host a podcast? Congratulations! Podcasts are incredible because they complement the rest of your marketing efforts.
These are some ways you can recycle your podcast episodes:
- Extract quotes from other thought leaders
- Extract snippets and create shorter videos from them
- Publish the audiograms
- Create your own infographics (when data/figures are spoken)
- Repurpose the content for blogs
6. Recycle your social posts
The limit doesn’t exist here! If you’re investing in any social channel, you can also:
- Turn tweets and industry thought-leader quotes into LinkedIn and Instagram posts
- Create memes! Yes, memes. They’re fun, and overall, people engage with them, so why not try them?
- Create a series of images with testimonials and reviews.
- Collaborate with other legal professionals and create a series of partnership posts on a topic that interests your clients and other legal professionals, e.g., partnering with a legal billing business.
7. Get the most out of your slideshows, webinars and presentations
Did you present something that might give your client some extra value? Your clients don’t know what they don’t know when it comes to the law, but you do. If you can disclose any valuable information to them – do it. For example:
- How pricing works at your firm
- Changes in law
- Specific regulations
- How ___ works
With this type of information, you can:
- Use the Q&A section of a webinar you hosted in creative ways. Lots of value can be mined from the Q&A time. Depending on the topic, you might be able to use the Q&As for your FAQs page, or find other creative uses for it
- Create videos, especially those related to FAQs your firm gets, e.g., how pricing works
- Post the recording (if possible)
- Create infographics with any relevant figures
- Transcribe and post it
Content is King
Compelling content is vital when trying to capitalize your channels fully. However, it still takes time and effort, especially when trying to create consistent content across different channels.
If you’d like the support doing this, or simply want to discuss your firm’s current status –