Recycle, Reduce and Reuse—Finding Multiple Uses for Valuable Legal Content

RecycleLook on your local city street corner or strip mall sidewalk and chances are you will find a recycling bin. Society has embraced the notion that we need to reuse raw materials, rather than simply use them once and discard them.

The same basic principle applies to the legal content you and your firm create. Lawyer articles, client alerts, press releases, news articles, slide shows, photographs, graphics and other client-focused content is simply too valuable to be used just once. The following are some ideas for repurposing legal content to maximize the audience it reaches:

  • Twitter—Twitter is a great place to repurpose existing content. Articles are easy to Tweet and can be readily retweeted and shared by others. Use Twitpic and Twitdoc to share photos and PDFs.
  • LinkedIn—Unlike Twitter, LinkedIn allows you to share articles in their entirety, and the LinkedIn Groups allow you to tailor the content you share to specific audiences.
  • Direct client communications—You can’t always assume that clients will read your firm’s news in magazines, journals, newspapers or even the firm’s own Web site. So consider repackaging firm news and sending it directly to your clients. One approach is to create a regularly distributed e-newsletter, which you can send out to any client and contact who wants to receive it.
  • Internal communications—While the main focus for law firm content should be clients and prospective clients, sharing your stories internally can be beneficial, particularly as such sharing of information can foster cross-selling. Share your content on an internal Web site (intranet) or create an e-newsletter for your firm’s attorneys and employees.
  • Video—Client-focused law firm videos don’t have to be an elaborate production. For example, if an attorney writes a client alert about a particular topic, get him or her on camera talking about the same topic. Then post a short (2-3 minute) video on the subject on You Tube and your firm’s Web site. Timeliness and relevance trumps production values in today’s online video market.

We know that content creation is extremely valuable in client development. Clients gravitate toward attorneys who demonstrate their knowledge in published articles. Creating legal content also gives lawyers valuable “critical mass” with online search engines. In other words, the more you write on a topic, the greater you chances of being found when a prospective client Googles that topic.

So repurposing legal content doesn’t just save work for the legal marketer and attorney. It acts as a megaphone, amplifying the impact and reach of your content.

Recycling—it isn’t just for aluminum cans and plastic bottles any more!

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Bruce Buchanan

About Bruce Buchanan

After a 10-year career as a newspaper reporter, I've been the Marketing Copywriter for Womble Carlyle since 2006. My job has involved pretty much any type of communication that a 550-attorney, 14-office law firm might need. I'm based in the firm's Greensboro, N.C. office.

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