Recycling Content - Making The Most of Your Marketing
- Arnold Shields
- Feb 9, 2012
- 2 min read
Updated: Jun 6
Law firms are producing high-quality legal insights every day, deeply considered, useful, and often timely. But too often, these insights are underutilised, either published in inaccessible formats or poorly distributed, meaning they never reach the people who need them most.
Traditionally, firms have relied on printed newsletters as their primary tool for sharing expertise. These are carefully written, printed, and mailed, only to have a shelf life of a few days, if they’re read at all. Their impact depends heavily on whether the reader happens to need legal help at that exact moment.
But times have changed. Today, your prospects are far more likely to turn to Google first when legal issues arise.
Old vs New: A Smarter Way to Share Legal Expertise
The Old Process: One-Time Use, Limited Impact
Draft a legal newsletter
Print and post to clients
Start again next month with new content
This method is time-consuming, expensive, and has a very short window of relevance. Most newsletters go unread or are quickly discarded.
The New Process: Evergreen, Searchable, Repurposed
Write blog articles on your areas of legal expertise, tailored to specific client problems
Optimise them for search engines, so they can be discovered via Google when prospects are actively searching
Send a monthly email newsletter that compiles your recent blog posts
Package related posts as downloadable ebooks in PDF format, collecting email addresses for future engagement
Repurpose content into video—many people prefer watching over reading. Upload to YouTube and embed on your site
This approach ensures your content works harder and lasts longer. It's not just about visibility—it's about being useful at the moment someone needs help.
Why Law Firms Must Blog
A regularly updated blog, integrated with your website, is one of the most effective and cost-efficient online marketing tools available to law firms today. It:
Boosts your Google search rankings
Demonstrates your expertise and credibility
Creates content that can be repurposed across email, social media, and print
Builds trust and familiarity with potential clients long before they walk through your door
Don’t Let Your Content Go to Waste
You’re already investing time and thought into creating content, don’t waste that effort by publishing it once and forgetting it. Use a strategy that multiplies your effort and helps potential clients find you when they’re ready to act.
Disclaimer:
The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.
