Repurposing Marketing Content: 10 Ways To Maximise Your Assets
11 November 2024
Legal and professional services firms often find themselves grappling with how to maintain a steady stream of engaging and relevant content for their audiences. Creating fresh, high-quality content consistently can be time-consuming, costly, and overwhelming. But it doesn’t have to be. This is where repurposing marketing content comes in.
By repackaging existing content, firms can significantly extend the lifespan and reach of their materials, maximising their marketing assets while saving time and resources. Here, we’ll explore 10 practical ways for legal and professional services firms to repurpose their marketing content effectively.
1. Turn Long-Form Content into Blog Series
If your firm produces long-form content, such as white papers, case studies, or in-depth reports, instead of simply publishing these documents in their entirety, consider breaking them down into smaller, digestible blog posts. Each section or chapter of the document can be turned into a blog post, allowing you to develop a series that engages readers over time.
For example, a white paper on changes to UK employment law can be repurposed into a series of blog posts that address each change in detail. Not only does this keep your audience engaged for longer, but it also offers multiple opportunities for SEO optimisation.
How to Implement
- Break down reports into 5-6 blog posts.
- Add a call-to-action (CTA) at the end of each post, inviting readers to download the full report.
- Schedule the blog posts to maintain consistency in your content calendar.
2. Transform Webinars into Written Content
Webinars have become a staple in the marketing strategies of legal and professional services firms. They offer a way to engage clients with valuable information in real time. However, once the live event’s over, the content doesn’t need to end.
Repurpose the recorded webinar by turning it into multiple types of written content.
How to Implement
- Blog posts: Break down the key themes of the webinar into articles and schedule them on your website.
- Case studies: Highlight how the legal expertise showcased in the webinar helped a client solve a real-world issue.
- Guides: Create a step-by-step guide based on the topics discussed in the webinar.
3. Repurpose Case Studies into Social Media Posts
Case studies are an essential way for legal and professional services firms to showcase their success stories. Instead of leaving them hidden in a PDF on your website, break them down into bite-sized social media posts that highlight key aspects of the case.
For instance, share key statistics, quotes from satisfied clients, or the challenges and solutions your firm provided. Each post should include a link to the full case study to drive traffic back to your site.
How to Implement
- Create a 5-10 post series from each case study.
- Use eye-catching visuals or infographics to increase engagement.
- Include relevant hashtags and a CTA linking to your website.
4. Leverage Podcast Content for Blog Posts
Podcasts have grown in popularity within the legal sector, providing a platform to discuss trends, regulations, and expert opinions. But the content created for podcasts shouldn’t live only in audio form. Transcribe your podcast episodes and transform them into blog posts, guides, or even FAQs.
This not only helps with SEO, but also allows you to reach audiences who prefer reading over listening. Use the transcription as the foundation for a detailed blog, highlight actionable insights, or pull out key quotes for standalone pieces of content.
How to Implement
- Transcribe the podcast and edit for readability.
- Segment the transcription into multiple blog posts or guides.
- Use key quotes from the episode in social media campaigns.
5. Update Old Blog Posts
Content repurposing doesn’t always require creating something entirely new. Look at your firm’s older blog posts that may still be relevant but need an update. Legislation, regulations, and best practices within the legal industry are constantly changing, so there’s always an opportunity to refresh your older posts with new information or perspectives.
Updating old posts can improve your SEO rankings and demonstrate that your firm remains current in its expertise.
How to Implement
- Identify high-performing posts that are 12-24 months old.
- Update the content with recent developments or statistics.
- Re-share the updated post across your marketing channels.
6. Create Infographics from Data-Heavy Content
Law firms often produce data-rich reports or insights. Instead of relying solely on text, turn this data into visually engaging infographics. Infographics are more likely to be shared across social media platforms and are easier for audiences to digest.
For example, if your firm has produced a report on the effects of the changes to the Highway Code on road traffic accidents, you can turn the data into an infographic summarising key statistics, timelines, or impacts. This can be shared on platforms like LinkedIn or Facebook, driving engagement while reinforcing your firm’s thought leadership.
How to Implement
- Identify key statistics, trends, or figures in your reports.
- Use tools like Canva or Piktochart to design the infographic.
- Add your firm’s branding and distribute across social media and newsletters.
7. Compile Client FAQs into E-Books or Guides
Legal and professional services firms frequently receive common questions from clients. If your firm has published FAQ pages or client advice articles on your website, consider compiling these into a comprehensive e-book or downloadable guide.
For example, if you have a series of FAQ posts about GDPR compliance, combine them into a full “Guide to GDPR for UK Businesses.” This not only adds value to your audience but also creates a lead-generation tool as users can be required to provide their contact information before downloading the guide.
How to Implement
- Identify FAQs that resonate most with your target audience.
- Organise them into a logical flow for an e-book or guide.
- Include a downloadable link in exchange for email sign-ups, generating leads for your firm.
8. Repurpose Client Success Stories into Video Testimonials
Client success stories are often shared as case studies or blog posts, but they can also be repurposed into video testimonials. Video is a powerful medium, and client testimonials carry significant weight in establishing trust and credibility in legal services.
Repurposing a written success story into a video allows you to convey emotion and authenticity that text alone may not. Use snippets from the client interview to create short, shareable clips for social media.
How to Implement
- Identify clients willing to provide video testimonials.
- Edit the videos into short clips for social media.
- Add subtitles and a call-to-action linking to the full client story on your website.
Don’t forget to get your clients’ consent!
9. Turn Presentations into Slide Decks an Share on LinkedIn
Presentations are a common component of legal workshops, seminars, and conferences. Once the event is over, don’t let your hard work go to waste. Repurpose your presentations into shareable slide decks for LinkedIn or other platforms.
By sharing these decks, you give a broader audience access to the valuable insights you’ve already developed, all while reinforcing your firm’s expertise.
How to Implement
- Select the most visually compelling slides from your presentation.
- Ensure the slides are branded and professional in appearance.
- Share on your social media platforms or your website, with a brief introduction.
10. Combine Social Media Posts into Newsletters
If your firm is active on social media, consider repurposing your social posts into a monthly newsletter. This offers clients and prospects a curated digest of your firm’s insights, helping them stay informed and engaged with your content.
Highlight key posts from the month, such as legal updates, blog posts, event announcements, or case studies. This not only reinforces your content, but also strengthens your email marketing efforts.
How to Implement
- Gather your top-performing social media posts at the end of each month.
- Format them into a professional email template.
- Include a CTA encouraging recipients to engage with your content on your website or social platforms.
Repurposing Content: Saving Time, Money and Resources
Repurposing marketing content is a strategic way for legal and professional services firms to maximise their marketing efforts without needing to constantly create new content from scratch. By creatively reusing existing materials, your firm can improve efficiency, extend the lifespan of content, and enhance audience engagement.
From breaking down long-form reports into blog series to turning webinars into blog posts, there are endless opportunities to extend the value of your content. Implementing these repurposing strategies will ensure your marketing efforts go further, ultimately helping your firm maintain a consistent, authoritative presence in the competitive UK legal and professional services market.
Key Takeaways
- Repurposing marketing content can significantly reduce the time, money and resources needed to produce fresh content.
- Legal and professional services firms can extend the value of their content by breaking down long-form pieces, repurposing webinars, and creating infographics.
- Leveraging multiple content formats across channels helps maintain audience engagement while maximising the return on investment (ROI) from existing assets.
By incorporating these 10 repurposing strategies, your firm won’t just create a robust content pipeline, but it will also reinforce its brand presence in the legal and professional services space.
Let’s Talk About Creating Optimised Content
Content marketing is a powerful way to build authority and potential clients. Our award-winning team, with over 40 years’ experience in the legal sector, knows what it takes to build content strategies and repurpose content that set your firm apart from the competition.
Whether you’re looking to boost your online presence or generate more enquiries, we’re here to help. Ready to take the next step? Get in touch today for a free consultation, and let’s make your firm the go-to legal expert in your field.
All content in this article was correct at the time of publication.
