If you’ve been legal blogging or content marketing for any length of time, you’re probably aware of just how much competition is out there. It’s brutal, and it’s only getting worse.
Not to be pessimistic, but the Internet has never been more saturated with content, and rising above “the noise” has become incredibly daunting. Let’s now discuss the current state of content on the Internet and a viable solution for getting the exposure your law firm needs — content amplification.
More Rats, Less Cheese
BuzzSumo wrote an article that talks about how the volume of content on the Internet has skyrocketed over the last decade. Here are some specific points they made:
- “The number of pages Google has indexed over 7 years from 2008 to 2014 has increased from 1 trillion to 30 trillion. That is an increase of 29 trillion pages in 7 years. The number of net additional pages indexed by Google each year appears to be increasing, it was 3 trillion in 2010, 5 trillion in 2012 and 8 trillion in 2014.”
- “In July 2016 nearly 70 million new posts were published on WordPress. Over 2 million each day.”
They also provided a graph that shows us visually how the number of posts published on WordPress has grown between 2006 and 2016. Here it is:
And according to the American Marketing Association, “Marketers are blogging 800 percent more but getting nearly 100 percent fewer shares.” This means that the sheer volume of content that’s being produced makes it much harder for your legal content to get the exposure it needs — translating into fewer shares and backlinks.
How Content Amplification Can Help
So after looking at this data, it’s obvious that it’s much harder for your content to gain momentum than it used to be. Even if it’s fairly good quality, you’re still going to encounter some considerable challenges. But one strategy that works is content amplification, which is defined by WordStream as “the process of helping your content reach a significantly wider audience — hence, ‘amplifying’ the signal of your content.”
At its core, content amplification involves using proven techniques to carry your content far and wide. It’s designed to maximize your content’s exposure thereby driving more qualified leads to your law firm’s website. Here are few examples of this practice:
- Posting only your best “unicorn content” on social media
- Using influencer marketing to get in front of a larger audience and boost your credibility
- Using tools like BuzzSumo to determine what type of content is trending and what your audience is most interested in at the moment
Content amplification is no doubt a wide umbrella that encompasses a multitude of techniques. To learn more about this practice and how to make it work for your law firm, I suggest checking out two key resources.
- Content Amplification: The Tools & Strategies You Need to Drive Growth
- Tips and Tactics for Amplifying Your Content – Whiteboard Friday
The key to succeeding with content marketing (and marketing in general) is staying ahead of the game. Knowing about trends and strategies such as content amplification can give you the edge you need to outperform the competition and keep a steady stream of leads coming your way.
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