Repurposing With a Purpose: How to Make Your Content Live Longer
By Barry Pound ©Androvett Legal Media & Marketing
So you gave a great speech at the bar conference, wrote a well-received bylined article in an industry publication, or were quoted about a business trend in your local newspaper.
But what do you do with that now?
By taking advantage of one or more available channels, you can extend and highlight that good work to other targeted audiences.
Here are seven ways to get the content you already have into the hands of more people:
This is probably the primary, fundamental tool in repurposing content. Your website should act as a clearinghouse and repository of everything you do, with specific sections for information about your practice, honors, presentations and appearances in the news media. Frequent updates also will make the overall site more relevant and easier for search engines to find.
Whether sent directly to targeted reporters, distributed through an online PR service, or simply posted on your website, a well-written news release is a good vehicle for summarizing content, positioning your work as a possible news story, and drawing attention to your expertise.
Sending a simple, concise email to select clients and referral sources that summarizes and links to your article, speech or presentation on your website can be a highly effective tactic. Every client likes to see that their attorney is a recognized thought leader quoted by the media, or a keen observer of industry trends and legal issues. Linking the content also drives the recipient to your website, giving you a way to track "clicks," gauge interest and identify possible targets for referrals and new business.
A more formalized and comprehensive way to communicate to your key audiences is through the distribution of an electronic client alert or e-newsletter. As with direct email, keeping the amount of text to a minimum and linking to content on your website will make the finished product easy to read and use. This approach offers an opportunity to further brand the content, as these communications can follow a standard format and easily accommodate a firm logo and similar graphics.
Another Format, Another Outlet
Since you've already invested time and effort to develop that PowerPoint or answer questions in a news interview, you also may be able to exchange one format for another. Are there elements of the presentation that would make an interesting bylined article? Could that interview form the basis of a presentation for an upcoming meeting? Finding another way to use that material could be easier than you think.
Your social media accounts provide a quick and effective way to post content or alert already established audiences about what you've done, where to find more information, and how to contact you. Just be prepared to adapt each update to conform to the structure of the specific social media platform.
Revisit and Revise
You likely follow very closely a key set of issues and topics. So you're in a good position to notice when a new development in your area of interest offers a chance to update content you've already repurposed. It may be a news article or a research study confirming or advancing an idea you described in an earlier client alert or LinkedIn post. That gives you yet another chance to redistribute your content, offering an update and your perspective. Sometimes that can be accomplished with simply a comment on a social media outlet.
Hopefully, these examples provide you with a few ideas about how to make the most of your expertise and hard work. Don't limit your good advice to just one audience: repackage and recycle it.