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Make content a priority, not an afterthought

Weed growing on dry earth

Some law firms spend huge amounts of time and money on expensive website redesigns and setting up social media channels with little thought or resource given to the long-term content marketing plan.

While it’s easy enough to keep your digital presence ticking over, you’ll only really start to see the benefits if you put some effort into publishing regular, quality content.

Preventing a content drought

There will be times when content ideas seem to be drying up. Keeping an eye on content being published by others can give you new ideas to work with. Try writing about your areas of expertise, commenting on cases or offering some free advice. Getting a regular blog on your website or showcasing your expertise by writing articles on LinkedIn are great ways to build your personal brand and your firm’s reputation.

Another key way to avoid the dreaded content drought is by simply developing a content calendar. Noting dates of key events or deadlines gives you something to work towards and helps you to develop timely content. Online tools such as Tweetdeck and Hootsuite allow you to schedule your tweets and LinkedIn posts to coincide with events.

Don’t forget content doesn’t just mean text. It can mean images, videos, and social media, all of which are extremely effective ways to get messages across. Do an audit of your current content and see what can be repurposed.

Quality, not quantity

A word of caution. Don’t fall into the trap of thinking that too much content is better than too little. Regular yes, but you don’t need mountains of content to achieve your objectives. We all follow that person on social media that feels the need to share everything they’ve read. Find the balance between posting frequently but not losing sight of content strategy and quality.

Think social, be social

Online channels such as Twitter and LinkedIn give you a platform to shout about your content and also bring visitors back to your website. But it’s not all about showcasing your own talents. Engaging with other firms’ content will raise your online profile and improve your chances of being noticed. A simple like or share is not a hard task, and could lead to positive responses to your work.

Check what’s working

So you’ve got your content calendar and regular content is going out – but don’t pat yourself on the back just yet…! First question to ask yourself: is anyone reading it? Metrics are essential – you need to check what content is succeeding and what needs to be improved. If your target audience isn’t engaged, you’ll need to change your content strategy.

There’s no doubt that a professionally designed and modern website will always be money well spent and social media can have a positive impact on your business. But make sure you spend a good portion of that resource on your long-term content strategy.

For more advice on how to develop a content strategy get in touch. Meanwhile, we will be spreading some festive cheer by starting our very own social media advent calendar – with daily top tips coming your way.

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