There’s no denying the impact of a well run content marketing campaign. In fact, “content marketing costs 62 percent less than traditional marketing and generates about three times as many leads.” It was even voted as the number one rated digital marketing technique of 2017 by Smart Insights.
But one critical problem of this strategy is that it’s inherently time-consuming. This can be particularly problematic for lawyers where time is already at a premium. But here are three content marketing tips that can save you a tremendous amount of time without sacrificing quality.
1) Fewer Posts, Longer Word Count
Posting original content multiple times a week can be incredibly demanding. However, you may feel like it’s a necessity in order to maintain your progress and stay on track with competitors. But there’s a better, more simplistic way that involves one key thing — longform content. Rather than posting three, four or more new blog posts each week, you may want to scale back to only one or two longform pieces instead.
It’s simple. Content with 2,000+ words ranks extremely well in search engines.
In fact, a study from serpIQ found that the average top 10 results on Google all exceeded 2,000 words in length. Of course it can’t just be 2,000 words of mediocrity, and it needs to deliver legitimate value. But the point here is that longform content is where it’s at right now. If you look at some of the top blogs, you’ll notice that they lean toward longer, in depth posts.
So instead of burdening yourself with trying to create several blog posts a week, why not opt for a single, longform post instead. This can save you a significant amount of time and boost engagement levels dramatically.
2) Generate Ideas the Smart Way
I’m sure you know how difficult it can be coming up with new ideas for content. You may have even found yourself “grinding out” content at some point. It’s no fun. But you can consistently come up with great ideas by using a few different tools and resources.
One of the best is BuzzSumo. The “Pro version” in particular is extremely helpful and allows you to find a wealth of idea-generating articles, infographics, videos, etc. by typing in a simple search phrase. The best part is that BuzzSumo also shows you how much engagement a piece of content receives so you’ll know what’s resonating most with readers.
Some other great tools include:
3) Automate Key Elements
Technology makes legal marketers’ lives much easier. There a handful of different software and apps that allow you to automate things like:
- Scheduling in advance (great for batching)
- Organizing your content strategy
- Reminding you of upcoming deadlines
Check out this post from Search Engine Journal for a full list of tools to automate your content marketing.
Don’t work harder, work smarter. Following these three tips should increase the speed of your content production and eliminate a lot of inefficiencies. This way you can keep your audience happy, while reducing your workload.