You have a newsletter, blog, podcast, or video channel. You create content for subscribers and followers, clients and prospects, and business contacts, and show them what you do and thus how you can help them or people they know.
And it works. It helps you build your practice.
Content about legal problems and solutions is a simple and effective way to educate your target market, drive traffic to your website, build your email list or social media following, attract leads and inquiries for your services, and otherwise get more cases and clients.
So, don’t stop doing it.
But there’s another way to use content to build your practice.
Besides “legal” content, you can also create content about subjects that interest your subscribers and followers:
- Content about their industry, market, business, or local community, and/or
- Content that could interest “anyone”.
Content about their industry or market is pretty straightforward. If you target small business owners, for example, you can create content that shows them how to get more customers or clients, improve their marketing or advertising, lower their expenses, or increase their productivity.
You can write this yourself, outsource it, or interview subject-matter experts or your clients.
What about content that might interest anyone? Here are some ideas:
- Word-of-the day
- Interesting quotes
- Trivia
- On-this-day in history
- Quizes
- Human interest stories
- Product recommendations
Just about anything, really. But it’s probably a good idea to stay away from politics, religion, and inappropriate humor.
Either of these two types of “other” content gives your readers a break from your usual fare, which they might have stopped reading or watching if they haven’t recently had a legal issue. It might also make your content creation more enjoyable if you feel you’ve already said everything you need to say.
Of course, continue creating a preponderance of “legal” content, in the neighborhood of 80-90%, and a small percentage the other categories. You can also append “other” content to your regular legal content, adding a quote or interesting fact to the footer of your regular post.
But don’t be afraid to let go of legal-only content and do something different.
You might be surprised so see that your “other” content gets more comments, more suggestions and ideas, and more re-posting and sharing; that engagement is far greater than you now get with your “regular” legal content.
Would it be okay if your “other” content makes your numbers blow up?
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