Lots of lawyers avoid content marketing as a strategy, because they feel like they have to be James Joyce, or some shit. But, there’s no need to write the great (Irish) novel every time you put pen to paper, or fingers to keys. That’s far too much effort, for what you’re trying to accomplish = answering anticipated questions from potential clients or referral sources, in order to cement your expertise online.
On the other hand, some lawyers avoid content marketing, because they feel like they need to be Milli Vanilli. So, they hand off the content creation responsibility to a vendor, and just crank out a bunch of informational posts that look a lot like a bunch of other informational posts, and that don’t really have any connection to the person who hired out for the service. They’re not authentic to the attorney they (supposedly) represent.
But, there’s a middle ground, that allows for attorneys to produce content effectively, that is authentic to their voice, without becoming overwhelmed.
Instead of trying to write a complex legal brief, or a multi-pointed address, boil your topics down to the simplest elements. Address singular issues, in the most direct way possible. Do that, and you’ll find that your blog posts, videos, audio content, etc. are shorter, more to the point, and perfectly suited for the modern attention span. Simplicity is the watchword.
Now, here’s the magic trick: Once you have all these segments of content, in a variety of formats, you can start playing at Legos. Put them together, for an enewsletter. String together blog posts to create an ebook. Turn a whiter paper into a Powerpoint. Now, that’s repurposing, at its finest.
Because, you don’t need to derive an infinite well of useful ideas – just 6-10 that you can mix and match.