Save Time—Reuse & Repurpose Content

“Remember that time is money.”—Benjamin Franklin

Lawyers are uniquely aware of this. They know that time wasted is money lost while time saved is money earned. Marketing, a necessary part of running a law firm, takes time. You can save some of that time by reusing and repurposing content.

Repurposing is taking content such as blogs, articles, white papers, and research, and finding various ways to reuse them.

For example, you gave a promotional seminar on elder law at a local hospital. You used a PowerPoint presentation, videotaped it, and got a good response from the event. This was great content, so don’t just toss it in a drawer.

• Livestream the webinar on YouTube or Vimeo and embed it on your website.
• Put short video clips on social media—create small snippets of the video and post it on Facebook or LinkedIn.
• Turn the content into a podcast.
• Publish the transcript as a blog post or break it down into a series of posts.
• Turn it into a FAQ and include answers to some of the questions you were asked.
• Turn your speech into an e-book to place in your office's lobby for clients to take home.
• Send emails to clients who have questions about elder law.

The idea is to create one thing and publish it everywhere, while adapting the content for the intended reader and format. Don’t publish the exact same content and image to LinkedIn that you would post to Facebook or Twitter. It’s important that your readers know you are aware of each of these platforms' nuances.

Reusing effective content helps benefit your marketing efforts:

• By doing research once, you work smarter rather than longer.
• You can stretch your resources by finding new ways to use content from the past.
• You connect with new audiences by changing the lead or rewrite data to fit on a different website or blog.
• You can create different formats such as infographics, images, or frequently asked questions to publish on multiple platforms, such as your SBM Member Directory.

Start repurposing by reviewing your posts and find those that have relevant content, but need an update. Maybe a new law has changed old content, or maybe there is a new way to express an idea.

Recycling is not just for bottles and cans. Recycling old content will shrink time spent creating while increasing your marketing production. It is a win-win for your firm and your productivity.

After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.

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