Law firms are not alone in under-utilising the intellectual content they create. Amazing presentations delivered once then never see the light of day, lots of investment in thought leadership research... and then all there is one "we unveil today..." Tweet and a press release.
It is hard to stop the momentum of the new pushing aside the harvesting of value from your previous efforts.
However, your past efforts are a huge resource for your law firm's blog and other marketing activity... especially when you are short of ideas, time or both.
Here is a short checklist to help you and colleagues to create blogs by getting the most from your past efforts:
Speeches & presentations
A good presentation takes a huge amount of effort. So much effort that you should be reusing the ideas in it far more widely than the 20 people on the webinar or 40 (if lucky) in the audience. Kelso Consulting has a checklist here of ways to reuse your speech across your PR and marketing activity.
Common client and prospect questions
If you're asked a problem regularly, you can be sure it is a common question that lots of people are Googling online. It could be a legal issue, or it could be something about working with law firms (for instance, my most visited blog every month is this one on whether to work with PR agencies on a retainer or project basis).
Common problems you encounter at clients
Do you ever start working with a client and think something along the lines of "why did they do it this way before? Everyone seems to make this mistake". If it is a problem at your new clients, it will a problem elsewhere and people will be looking for people to help solve it... be that person by blogging about it so they can find you and request help.
Many law firms invest a lot of resources in "thought leadership" campaigns to highlight their expertise in particular sectors and to generate leads. Our observation is that too often campaigns to promote these initiatives last a few days... when they should be lasting months given the work that has gone in.
Revisit such campaigns to see what material can be repurposed and updated for a series of blogs. By the way, if your firm does not exploit its thought leadership enough, we can help! Click here for details of our services to help law firms get the most out of their past, current and future thought leadership.
Your Public Relations activity
For many law firms, drafting articles for the media and issuing press releases is a regular activity. Some assiduously log their results on their website's partner profiles and media page. For others, it is more ad hoc. Particularly where you are writing media articles and providing written comment on breaking news stories, these can easily be repurposed as blogs.
Clients often love their law firms. It is true... we have even worked with law firms with clients that have been with them for 200 years (the organisation.. not the same person 😅). Law firms regularly ask clients to be their referees for the legal directory entries and awards, but then do nothing with these.
Why not follow up and write a case study about how you worked with a client to solve a challenging problem... these will prove marketing gold dust for creating leads.
However, firms often feel awkward about asking for case studies and go about it the wrong way. We've created this short guide on how to get more case studies, and also this blog with tips on getting more value from your legal directory entries.