Are you constantly seeing social media managers and influencers posting new content ideas or their monthly content calendars for followers to utilize? Do you ever think: how can they possibly offer me content ideas for my audience? If so, good question! These templated calendars can provide content inspiration, or help you block off days for specific content types. However, this type of social calendar cannot offer you the actual content your law firm should be pushing out onto social media platforms.
At Legal Media, we strongly believe that consistent, well-researched blog posts are a critical driver of a successful social marketing program and an integral piece of your law firm’s content marketing plan. We also believe that blog posts are one of the most cost-effective sources of new leads, one of the fastest ways to grow organic, and one of the easiest ways to build credibility with new and existing audiences.
But what this blog post is really about is repurposing your law firm’s content — blog posts to social media posts. Why? Because leveraging blog content on social media will then drive readers to your website, and, in turn, result in more engagement on your social platforms and ideally collect more marketing qualified leads (MQLs) from your website.
So read on for three content repurposing ideas that can yield you at least half of your law firm’s social media content.
What is Content Repurposing?
Content repurposing is the editing process of taking a piece of existing content and reformatting it, typically for a new platform. For example, this blog post you’re reading right now will be repurposed into at least two social media posts as well as multiple social stories.
But content repurposing can also be done on a larger scale. For one of Legal Media’s clients interested in lead generation, we took a series of blog posts around a common topic, combined them and created a downloadable ebook with a corresponding form page to collect leads through campaigns. We then took this ebook and repurposed it into a webinar, collecting more leads through registrations. Pieces of the webinar were repurposed into reels and sections of the ebook into social posts. In total, the client ended up with:
Six blog posts
One ebook
One webinar
11 social media posts and reels
Two Instagram ads
And too many stories to count!
Some other content repurposing ideas that work in legal marketing:
Turn your blog posts into podcasts
Use your testimonials as social media content
Update old blog posts with new information and repromote them on social
Repurposing saves time, aids in content planning, and offers additional assets to include in your legal marketing plan.
Repurposing Your Law Firm’s Blog Posts into Social Media Content
OK, so now that you understand content repurposing and hopefully see the value of having a blog, here’s how you can keep your law firm’s social churning. For every blog post, you can very easily pull content for three social media posts without much editing at all.
Here’s how to get those three posts:
Do you have any lists in your blog posts? Yes, like this one. Pull those out and build a carousel post. Place an intriguing question or topic, such as “3 content repurposing ideas for social,” on the first slide. Then, use one point on each slide, and close the carousel with a call to action. These lists give readers a taste of what the post is about, ideally encouraging them to follow a link to your website to read more.
Does your blog post answer any questions? I hope so. Tease the post with a question or pain point. You can even build out a “fact or fiction?” series or “did you know?” series into your content calendar. It’s OK to give the answer away on your social platforms, but save the details for your blog post. You’ve got to leave them wanting more!
Is the title of your blog post catchy or spark interest? Your answer should be yes, so use it. Create a simple, one image post with the headline and CTA to read the post. Offer context within the content of your post and be sure to include keywords of interest.
There — three social posts from one blog post. If you’re writing weekly or biweekly blog posts, that’s anywhere from 78 to 156 social media posts for your calendar year. Plug these into your social media calendar, and make sure to space out which content you’re promoting.
Your Law Firm’s Content Repurposing Plan
If your law firm doesn't have time to create social media or blog content, contact us at Legal Media. We’ll do SEO research, give you a list of highly searched topics related to your law practice, set up your content calendar, and even write the blog posts and corresponding social media posts for you.
Just want to learn more about marketing and repurposing your law firm’s content? We get it. Continue to follow us @legal_media_partners, and we’ll keep the free legal marketing tips coming.
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