How to Capitalize on Repurposed Content
By Amy Williams
You’ve just spent hours researching and writing an article that was accepted for publication in an influential media outlet. After you’re done celebrating this achievement, do you just let it ride and hope that everyone sees it? Absolutely not!
It’s time to repurpose your content and get it into the hands of your target audience. This blog covers why and how you should repurpose your law firm marketing content.
The Rule of 7
The Rule of 7 is a marketing principle that states your prospects need to come across or hear your message at least seven times before they really notice you and take action. Born from the “familiarity principle” or mere-effect exposure it is “a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.” You are one of many attorneys vying for the attention of your target market, so you need to strategize (have you tried an editorial calendar?) on how you will reach your audience seven (or even more) times to stand out in the clutter.
13 Ways to Repurpose Content
There are many digital platforms available to help you repurpose not only your recently published article, but also your blogs, CLEs, topics within briefs and memos of law, memoranda, client alerts, etc.
- Post a recently published article on your website as a media mention with a teaser and link to the full story (for copyright purposes).
- Share your website’s media mentions on social media platforms such as Facebook, LinkedIn and Twitter to help drive traffic back to your website.
- Share your media mention in an electronic newsletter or alert driving traffic back to your website.
- Repurpose your content into a blog post making sure that it’s completely different from the published article so as not to violate copyrights.
- Once you have created your new blog, create a podcast of the blog.
- Take the main points from your article and write a guest post for a client or other blog.
- Create a video on the same topic as your article and upload it to YouTube. Not only do videos show great SEO, but they build trust and appeal to mobile users.
- Create a PowerPoint presentation using statistics, quotes and thought leadership. Share on SlideShare for additional opportunities for engagement.
- If you have a lot of data in your presentation, create an infographic. For the non-designers, Piktochart and Canva are useful tools to help you break up your article into data and talking points.
- Start a media clips binder (a.k.a. brag book) and include copies of all of the firm’s media coverage in reverse chronological order – keep one in every office.
- Include a link to the article in your email signature for a few weeks: “Read my latest article on law firm differentiation for ALM’s Mid-Market Report.”
- Consider hosting a webinar that will allow you to present your topic and engage your audience in conversation.
- Write an expert Q&A relating to the topic of your original article. Ask several experts to answer a question about your topic, then publish their answers as a new post, linking to your old post.
As long as you have added value to your original content, you can utilize these suggestions to repurpose it. Adopt a C.O.P.E mentality – create once, publish everywhere.
Furia Rubel can help you create new content, assist with getting it published and find many ways to successfully share it for maximum reach, through leadership and engagement. Contact us today for more information.