A big part of successful legal blogging is breaking down recent legal news. This shows that you stay up on current trends and have your finger on the pulse of the legal realm. Both of which are important for impressing prospects and bringing in new clients. The only question is, which content formats should you use?
For this post, I conducted some original research using BuzzSumo to determine which types of content involving legal news receive the most shares. Here’s what I found based on analyzing nearly 14,000 articles and over 11 million shares.
“Why Posts” Are Your Best Bet
Here’s a breakdown of the most commonly shared content formats across Facebook, Pinterest, LinkedIn and Twitter.
As you can see, “why posts” receive the most shares. Although they didn’t beat out lists and “what posts” by much, it’s clear that this format is your best option pound-for-pound. So if you’re discussing legal news, you might want to use a headline that starts with “Here’s why…” and give your opinion on the topic.
Lists and “What Posts” Are Also Popular
These results also tell us that your audience is likely to respond favorably to lists and “what posts.”
The number of shares these content formats received was virtually the same with lists having just a slight edge. Lists in particular should come as no surprise considering that humans have a natural desire for ordered information. There’s an interesting article from The New Yorker that discusses this phenomenon. Here’s a snippet:
“Once we click, lists tap into our preferred way of receiving and organizing information at a subconscious level; from an information-processing standpoint, they often hit our attentional sweet spot. When we process information, we do so spatially. For instance, it’s hard to memorize through brute force the groceries we need to buy.”
“How Articles” and Videos Can Also Be Viable
Although they don’t get as many shares as the other content mediums I mentioned, “how articles” and video are still viable content formats. Both receive a considerable number of shares and should be worth your time, especially if you’re looking to diversify your mediums.
Facebook is Ideal for Sharing
When it comes to sharing links to your legal news, you naturally want to choose the social network that gets the best results. By analyzing this graph, it’s very clear that Facebook is the way to go. Just look at how it completely dominates the average shares by network. It’s not even close. Remember this when deciding where to post links for maximum exposure.
Let’s recap. The content format you choose for legal news affects how many shares it’s likely to receive and how much exposure you’ll inevitably get. A “why post” should be your top choice. This is followed by “lists” and “what posts.” Finally, there’s “how articles” and videos.
In terms of social networks for distributing your content, Facebook is the best option by a landslide. It may even be the only network you want to concern yourself with. Keep this in mind the next time you’re writing about legal news to maximize your impact.
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