Content Marketing for Lawyers Part 2: Promoting Your Law Firm Content Off-Site

Content Marketing for Lawyers Part 2: Promoting Your Law Firm Content Off-Site

As we explored on part one of content marketing for lawyers, creating a knowledge center on your website  is the first step in approaching content marketing for your law firm. Once your website has high quality content that helps answer questions or highlights your specific expertise, the next step is to promote that content so that more people see it and visit your website as a result. Marketing your content outside of your website is an essential tactic in your overall digital marketing strategy.

Before we get into the specific ways in which you can promote your content off-site, let’s get one thing clear. Content promotion is not the same as link building.  They both share common goals, but should be approached differently. While building links back to your website can be a part of content promotion, it needs to go way beyond simply posting a link. The same amount of care that you took in creating the content for your website needs to be taken when posting content off of your website. Just like the content on your website, content off-site needs to have value to a reader or it will turn them off.

Among the many goals for promoting and publishing content off-site are:

  • Brand awareness or thought leadership
  • Increase visibility and reach new people
  • Create relationships with others
  • Participate in conversations around your niche or topic

Promoting and publishing content off-site without a link can still be a solid tactic if done correctly. Again, it’s about the quality of content you’re sharing or promoting and where are you are promoting it.  At the end of the day, off-site content marketing is a key way to building up your authority, showcasing your expertise and boosting your law firm’s reputation.

Promote Your Content on Social Media

Social media and content marketing go hand in hand. Having a presence on social media is a must. We’ve explored the various ways lawyers should be using social media in previous blog posts. Promoting content on your social media profiles is necessary, especially if your audience is there. Social media shouldn’t only be used to publish and broadcast your content; engagement is crucial to using social sites effectively. For example, if you post something and someone responds, it is a best practice to respond back to them. If they ask a question, answer it. If they like what you posted and thank you for posting, respond to them.

Here are a few ways you can promote your content on the Top 3 social media sites.

Content Marketing on Facebook

  • Link to your website content via a status update to your law firm’s Facebook page. Be sure to provide any additional information or an introduction so people know what to expect when they click on the link. Make sure the update includes a preview of the link or you upload a photo to make the update look more interesting.
  • Upload photos or videos (rich media) to your Facebook page. Facebook followers often engage more with rich media. Make sure that you optimize everything you upload with descriptive titles and descriptions. Take advantage of Photo Albums on Facebook to organize collections of photos.
  • You can pay to boost posts on your law firm’s Facebook page to increase visibility. This will ensure that more of your followers and others will see your posts. Even on a small budget, you can increase the number of views and engagements.
  • Consider a Facebook ad campaign to draw attention to and drive visitors to content on your website. If you want to collect leads, Facebook now offers Lead Ads.  In other words, you can add a lead capture form directly to your ads now. That’s powerful.

Content Marketing on Twitter

  • Link to your website content by posting tweeting about it. Be sure to describe what it is and use a relevant hashtag.
  • Upload photos or videos to Twitter. These will almost always get more likes and shares.
  • Consider a Twitter ad to promote a tweet or link to content on your website.

Content Marketing on LinkedIn

  • LinkedIn makes it easy to publish right on your profile. Publishing a post on LinkedIn is a great way to share content you’ve already created and further promote your expertise. You can link out to your website in the post and even embed rich media into your post like images, videos, presentations, tweets, podcasts, and more.

Curate Your Content on Content Curation & Content Discovery Sites

Curating content is the act of sharing your content, or other people’s content, in an organized fashion. There are many content curation tools that allow you to post, organize, and discover great content. Some of these sites also have a social element to them adding to their importance. The key to good content curation is adding more value than just posting the content or linking out to the content. Good content curation can help your SEO and also boost your visibility, especially if others share your content via these sites.

Here are a few of our favorite content curation sites:

  • Slideshare
  • Google+
  • Klout
  • Feedly
  • Storify
  • Pinterest
  • StumbleUpon

Share Content on Document Sharing Sites

If you’ve created and published a blog post, PDF, whitepaper, how-to guide, eBook, infographic, images, or other digital document showcasing your legal expertise, it may make sense to upload and share that document on document sharing sites. Promoting these documents on 3rd party sites can increase their visibility and also help your SEO and drive traffic to your website. Anything that is public-facing and does not include sensitive, private or proprietary information should be shared online.

Here are a few of our favorite document sharing sites:

  • Slideshare
  • Scribd
  • Issuu
  • Imgur
  • Smugmug
  • Authorstream

Promote Content on Forums or Q&A Sites

Forums and Q&A sites are great places to take part in discussions and conversations around a variety of topics. It’s a great place to showcase your knowledge about a particular legal niche or tout your law firm’s expertise. These sites, however, are a bit trickier. There are rules of engagement and it mandatory that you spend some time engaging appropriately before sharing your content. Posting or linking to your content should only be done to simply provide more detail to a person’s question or issue.

Forums or Q&A sites worth spending time on:

  • Avvo – Avvo not only directly connects you to potential prospects, but it offers a platform in which you can upload content such as legal guides. You can also call out any publications you’ve written or contributed to as well as speaking engagements.
  • LinkedIn Groups – LinkedIn is best for professional networking, and they make it easy to network with others outside of your connections via Groups. Joining relevant groups and participating in discussions, sharing your content when it is appropriate to do, can build its visibility. Participation and involvement is key. Don’t just use Groups simply to promote. You may be removed from a group if they feel you are spamming it.
  • Quora – Quora is a general Q&A site that purports to have the “best answer to any question.” You can demonstrate your expertise by answering questions or participating in discussions. Share your content by linking to it only when it is relevant to do so. Similar to LinkedIn Groups, participation is essential.
  • Quora Blogs – one way you can promote your law firm’s website, content, and expertise is by creating your own blog on Quora. This is another place to publish original content or repurpose other content that can be found elsewhere.

This is just the tip of the off-site content marketing iceberg. There’s are many other ways to gain visibility to your content and showcase your expertise and knowledge.

Interested in learning more about content marketing for your law firm? Click here to contact us or give us a call at (856) 520-8218.

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