If you’ve been reading this newsletter for a while, you know just how important content is to growing your business. This isn’t some big discovery I made: Every good lawyer knows that content has value, whether it’s in the form of social media posts, podcasts, blogs, emails, or videos. Consistent, relevant content is how you keep your brand and services top of mind and build up your expertise. But are you putting out enough content? In my experience, the answer is a big fat “no.” In fact, most lawyers I see aren’t even coming close.
How is that possible? Well, think about the environment we live in. Everywhere you go, no matter what you’re doing, your smartphone connects you to a bottomless pool of information. Just think about it. In the past, when you were sitting at the doctor’s office waiting your turn, you were stuck with nothing to do but flip through the outdated People magazines on the waiting room coffee table. Now, you can pull out your phone and do just about anything. You can scroll through social media, watch a video, listen to a podcast, or (and here’s the kicker) look up a good lawyer. Do you want to be educated? Do you want to be entertained? It’s up to you.
Netflix, Disney Plus, and the 50 other streaming services trying to make it right now are viable because we’re living in the golden age of content consumption! Our appetite for content is bottomless, and we plow through a mountain of it every day. That’s why I’m 100% sure your practice isn’t putting enough social media posts, blogs, podcasts, and videos out into the digital universe — it’s pretty much impossible to fully satisfy the beast.
That said, you can feed it, and the more you feed it, the more leads and referral sources you’ll touch. When it comes to picking that first piece of content and multiplying it out across platforms and formats, remember the golden rule of content creation: It doesn’t have to be perfect. It just has to be good enough.
Now, I’m not saying you should put out volumes of bad content. That won’t do anything but make you look bad. What I’m saying is you shouldn’t spend days or weeks agonizing over a particular post or article, trying to make it the best it can possibly be. Instead, churn out a post that’s good enough and spend that extra time on creating more posts or leveraging the one you just finished to reach more people.
Apart from perfectionism, another thing that slows down content creation is worrying about ROI. Honestly, in the world we live in right now, I don’t think ROI is the end all, be all of content anymore — we consume endlessly and erratically, and that makes it impossible to draw a straight line connecting the dots from the creation of content to the conversion of a lead. In my experience, a lot of the benefits of consistent, high-volume content are untraceable. For example, someone might read a post on your blog, then refer a friend to your firm without even telling that friend how they found you. That’s a big point in favor of creating more content that won’t show up in your ROI.
I truly believe there is no such thing as too much content right now. There’s no point where someone is going to look at how much you’re putting out and say, “Stop! I can’t take it!” But you can reach a point where you’re making every smart move you can — at least until the next opportunity comes along.
Ready to find out how you can easily multiply your content? See the steps below!
- Step 1: Start with a blog posted to your website. (1)
- Step 2: Share your blog on Facebook, Twitter, and LinkedIn. Don’t forget to include an interesting teaser to draw people in. Try to touch on pain points, the benefits the reader will get, or a surprising fact the blog covers. (4)
- Step 3: Reshare the blog two more times on each platform with different teasers. You can do this over a period of days, weeks or months, whatever works for you. (10)
- Step 4: Pull two quotes from the blog and turn them into graphics to share on Instagram. (12)
- Step 5: Publish those graphics on Facebook, Twitter, and LinkedIn as well. (18)
- Step 6: Record the blog as a podcast and post the recording to your website. If you don’t have a regular podcast, you can just post this as an audio recording. (19)
- Step 7: Share the full podcast on Facebook, Twitter, and LinkedIn as well. Don’t forget your teaser! (22)
- Step 8: Pull two 10-second clips of audio from the podcast to use as teasers, then share those on Facebook, Twitter, and LinkedIn. (28)
- Step 9: Record the blog as a video and post it on your website. (29)
- Step 10: Repeat steps 7 and 8 with the video. (38)
Just like that, you’ve turned one piece of content into 38 different pieces. If you need help spotting those opportunities or just want an expert to assess your content and spot the holes, our team can help. Contact us to schedule a free consultation.
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