There’s a lot of content on the Internet. I mean a lot! According to Quora, “There are around 2.73 million blog posts written every day on average.” And that’s just blog posts. This doesn’t even take into account other mediums like videos, podcasts, infographics and slideshows.
As a result, many people are suffering from “content fatigue.” To stay on your audience’s good side and drive continual leads, it’s essential that your law firm follows proper etiquette and avoids these content turn offs.
Overwhelming Your Audience
Here’s the strategy for some misinformed legal marketers. Post and post and post some more until people are forced to take notice. There’s the mindset that just creating more content than the competition will generate a never-ending stream of leads.
But this just isn’t the case. In fact, overwhelming your readers with excessive content can be quite counterproductive and can result in diminished leads and a dwindling audience.
Just think about it. Do you like following influencers on social media who flood your feed with incessant updates? Or do you prefer following someone with self-awareness who finds “the sweet spot” in terms of content quantity?
For most people, it’s the latter. So whether it’s your blog, Twitter, LinkedIn or any other platform, be mindful of how frequently you’re posting and don’t overdo it. Always put quality over quantity, and be more concerned with putting out one excellent piece of content rather than five mediocre pieces. For more on the ideal posting frequency by platform, check out this guide from Buffer.
According to Tech Target, “An interstitial (something ‘in between’) is a page that is inserted in the normal flow of editorial content structure on a Web site for the purpose of advertising or promotion.” Here are some examples:
As you can see, they’re highly intrusive and disrupt the user experience. Google even tweaked its algorithm earlier this year to penalize certain sites that use interstitials. But regardless of this fact, using them probably isn’t going to do you any favors with your audience. If someone is trying to read a blog post but gets hit with an annoying interstitial, they may turn tail and run away.
Taking a Buy, Buy, Buy Approach
Of course you want to pique the interest of your blog readers and social media followers and turn them into qualified leads. But you want to go about it the right way. This means placing an emphasis on providing great content first and foremost and letting the chips fall where they may.
Making everything you post hyper-promotional is only going to drive a wedge between you and your audience. Remember that content marketing is a long-term tactic that takes time. But as long as you deliver valuable content and treat your audience with respect, it’s going to pay off.
Understanding common content turn offs should prevent your law firm from making any unnecessary blunders. It should also strengthen your relationships and make new readers more receptive to your content. This translates into a larger following, more leads and increased conversions.