Making the Most of your Legal Content


“The painter has to wrestle with colour, canvas and brushes, the sculptor with stone and chisel … yet, the creative act, their ‘vision’ of what they are going to create, transcends time. It is the same for every manifestation of being. The experience of loving, of joy, of grasping truth does not occur in time, but in the here and now. The here and now is eternity …

Erich Fromm, To Have or to Be

You lavish attention on creating content: brochures, newsletters, articles and PR.

And then you wait.

In truth you are not selling but hoping that the audience’s attention is pricked sufficient to pick up the phone, email you or make mention to someone of import.

But off-line interest, advertising and PR is on the wane. And it has been for some time.

Do you even know the ROI on your (legal) material?

Of course you don’t.

To make the most of your content consider:

1. A consideration of the social technographics of your audience. What do they enjoy and are likely to comment on and share to your advantage?

2. How many channels do you have? Your website is classic broadcast unless you have adopted a blog which is unlikely (yet).

3. Have you considered the likely demographic of your channels: Google + vs. Twitter vs. Facebook vs. LinkedIn?

4. Have you thought of doubling up and using Slideshare and Google docs to embed your content on LinkedIn or using these channels and growing a unique audience?

5. What about sound: Audioboo, exfm or Soundcloud? They are likely to be increasingly powerful with the rise of mobile?

6. Video: how are you using that as part of your content creation and syndication strategy? Of course, you know you should be doing it but you just haven’t got around to tapping the enormous power of TV (which is the way YouTube and others are looking to develop the market).

7. Reaching out to those that have the biggest potential to influence the discussion. In most cases that means finding the influential bloggers in your niche.

Content is King – we all know that – but you need also to consider the context so that you do not end up creating a plethora of meaningless content that may just as easily turn your audience off. Don’t forget, social media is not called permission marketing by accident. If you irk me once too often with your boring material then I will flick the switch, off.

And finally making the most of your content means thinking about who you are writing for at every single stage of the production process. If it helps, write out the exact client that you are trying to attract, otherwise there is a risk that you end up, as is the case currently, writing for yourself.

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