Content marketing is the go-to strategy for many law firms, and rightfully so. Most prospects not only want to see great content, they expect it. In fact, “84 percent of people expect brands to provide content that entertains, tells stories, provides solutions and creates experiences and events.”
But one of the questions you may have is how often your law firm should post new content. What’s the sweet spot?
To find out, let’s take a look at some recent data from The Manifest that examines content publishing benchmarks in 2018.
How Often Businesses Publish New Content
After surveying 263 digital marketers, they found that:
- 51 percent publish new content daily
- 31 percent publish new content weekly
- 7 percent publish new content every other week
- 8 percent publish new content monthly
- 2 percent publish new content less than monthly
This tells us that achieving a high frequency is important for many businesses. With just over half publishing daily, there’s a steady stream of content coming out all times.
Business Size Impacts Content Publishing Frequency
It should also be noted that there’s a correlation between business size and the amount of content that’s published. More specifically:
- 39 percent of companies with 101 to 500 employees publish new content daily
- 51 percent of companies with 501 to 5,000 employees publish new content daily
- 62 percent of companies with 5,000+ employees publish new content daily
While most law firms are significantly smaller than that, it provides some perspective on how company size impacts the publishing schedule.
The Most Common Types of Content
As for the specific types of content that businesses are publishing the most, it breaks down as follows:
- Videos – 72 percent
- Blog posts – 69 percent
- Research/data – 60 percent
- Infographics – 56 percent
- Product reviews – 54 percent
- Interviews – 50 percent
Putting it All Together
It’s clear that many brands are publishing content like crazy. In fact, 82 percent are publishing at least one new piece of content each week. Only a small percentage (10 percent) are posting monthly or less.
So if you’re wondering just how much content your law firm should be posting, it’s safe to say that once a week should be the minimum. This should be enough to satiate your audience and keep up with the competition.
In terms of the types of content to create, it’s nice to have a variety because it allows you to cast a wider net and reach a larger percentage of your audience. As The Manifest points out, “Most businesses’ content marketing strategies include multiple content types that reach a variety of audiences.”
And while blogging has been and continues to be a key part of content marketing, this data shows that it’s wise to branch out and experiment with different mediums. Video in particular can be especially potent in 2018.
Staying on Top of Content Marketing
The legal industry is an incredibly competitive one. A big part of staying ahead of the curve is knowing what other legal marketers are doing and the approaches they’re taking. These content publishing benchmarks are very telling and should provide you with some clarity on just how frequently you should be publishing new content.
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