Getting the most out of your content is not only about creating relevant, informative, SEO-friendly blogs. It is also about finding ways to repurpose content you have already created. Repacking what you already have may generate more traffic and help you reach a wider audience.

Below, PMP explains some of the benefits of reusing existing content, what types of content you can reuse, how you develop a strategy and finally how to execute it.

If you are looking to get more from your law firm’s website content, or if you just started blogging to generate traffic, our experienced marketing professionals may be able to assist you. We have more than 15 years of experience working with law firms across the nation to improve their SEO, increase their website traffic and sign more cases.

Contact PMP today to discuss our website services and how they could help increase your law firm’s case volumes.

Benefits of Repurposing Your Content

It is fair to say law firms produce a vast amount of content, from blog posts and newsletters to case studies and videos. While law firms and marketing companies focus on producing more and more content, they may overlook repurposing what they have already created.

There are numerous benefits to reusing what you already have, including:

Saving Time

Creating high-quality, authoritative content takes a lot of time, even if you are using AI tools like ChatGPT to speed up the process. Content repurposing allows you to skip much of that, saving you time and resources. It is much faster to simply reframe something you have already created for a different medium or format.

Increasing Your Reach and Engagement

Repurposing content on different platforms or in different mediums can help law firms reach a broader audience. By tailoring the content to fit various formats, you can engage people who may not want to read a blog and prefer to get information from a video or infographic.

Attracting More Backlinks to Your Website

Reusing your content provides more opportunities for others to link back to your website. While strong content is one of the most important aspects of SEO, links are just as important. You can think of a backlink as a vote for your website. Trustworthy and authoritative backlinks send a signal to Google that your content is providing value to users, making your content more likely to rank higher in search results.

Positioning Your Firm and Lawyers as Industry Experts

By consistently presenting valuable information in various formats, law firms promote their position as thought leaders in the field. This helps to build trust and credibility with potential clients and can also help you build relationships with other lawyers and law firms.

What Types of Content Can You Reuse?

There are various types of content you can reuse/repurpose. However, some formats are more reusable than others, such as:

• Blog Posts: Sometimes all you need to do is update a blog post. You could add charts or graphs, or simply beef up existing content to provide more information. You can update outdated blogs or take small chunks of an existing article and post them on social media. Adding bullet points and subheadings can also help break up the text so readers find what they are looking for faster. This helps keep them engaged. Related blogs could be combined into an e-book.
• Case Studies: Successful cases can be transformed into multiple pieces of content for your website and social media, including video testimonials and infographics.
• White Papers: White papers provide a lot of information, but they are quite dense. This format can be intimidating for a lot of people, so they may be less likely to read it. You can convert a white paper into a series of blogs. You could also make a white paper the subject of a webinar.
• Newsletters: Does your law firm create a regular newsletter? You can use content from newsletters in blogs or social media. Posts about recent activities or successes at your firm often do well on social media. You can also think of repurposing in the other direction – take blogs and use them to create newsletters.

How To Get Started

You may already have ideas for ways to repurpose the content on your website. However, it is important to develop a defined strategy for how you are going to reuse your content. That way you can integrate this strategy into your content creation process and continue to benefit from existing content.

Here are some practical steps to help you get started:

• Audit Your Existing Content: Once you evaluate what you have, you can determine what your options you may have for repurposing content. Review your existing content to identify what articles have performed well and contain evergreen information that remains relevant and useful to your potential clients.
• Determine How You Can Re-Present Your Content: Think about your audience’s preferences and behaviors. What marketing messages and channels resonate with them? Where are you seeing a strong return on investment with your marketing dollars? You should also evaluate current trends and the platforms where your target audience is most active.
• Update Content and Adapt it to Other Mediums: Go through the content and update anything that is outdated or no longer relevant. The next step is to rework the content for reposting in other platforms.
• Measure Performance and Adjust as Needed: Analyze how your repurposed content performs. Take note of what resonates with your audience, as well as the types of content potential clients do not engage with. As you get more data, you can refine your approach to get the results you want.

Practical Ways To Repurpose Law Firm Blog Content

These are just a few of the many ways your firm can reuse content to reach a wider audience:

Transform Blog Posts into Podcast Episodes

Utilize an evergreen blog post as the basis for one or more podcast episodes. Podcasts allow you to share insights in a more personal, conversational tone. This format can help make complex legal issues easier for people to understand.

Create Infographics From Your Blogs

Blogs often contain key points you can repurpose and present in a visually appealing infographic, which you could post on social media, especially Facebook, Instagram or LinkedIn. Professionally designed images with text on them tend to do well on social media.

Create Videos

Many people would rather watch a video than read a blog post, even if your content is extremely useful and informative. If you have long blog posts, you can take key sections and convert them into engaging videos for YouTube or Instagram.

Take Quotes, Statistics or Useful Insights and Post Them to Social Media

Social media users like to see short posts that provide a few key pieces of information. Adding eye-catching images or graphics can also help to draw people in.

You can think of repurposing content as a way to work smarter, not harder. If you already have the content, get the most use out of it.

The digital marketing professionals at PMP have been creating engaging, SEO and social friendly content for more than 15 years. If you want to discuss repurposing content or other ways to get more engagement and traffic, call us to learn how we may be able to help you.