Podcasts: The Marketing Content That Keeps on Giving

Thanks to podcasts, you no longer have to be gorgeous to be a star. Podcasts make the drudgery of washing dishes, walking on the treadmill, or commuting to work less onerous. If you can’t break free from your parents’ mindset that television rots your brain and a single YouTube video will turn it to mush, you can still convince yourself, and perhaps even your parents, that podcasts provide genuine intellectual stimulation. Despite this, podcasts are not for everyone. Even though podcasts tend to attract an audience that is too square for TikTok, it is still a great idea to include podcasts in your content marketing strategy. Even if you think that audio formats that don’t consist mainly of music are boring, consider that you can milk a single podcast for multiple pieces of content in a variety of formats. Just one podcast can yield several pieces of legal blog content, plus an abundance of bite-sized content.

Turning a Podcast Into Blog Content

Making a podcast is a lot of work, but it is not an insurmountable task. Today’s phones and computers are so advanced that, at this very moment, you probably have all the tech equipment you need to make a podcast right here in your pocket or backpack. Even if you drop some money to make a showstopping podcast, it is a worthwhile investment. While there are only certain people who will listen all the way through a 45-minute podcast about personal injury lawsuits in Illinois, you can certainly spend the subsequent weeks mining your podcast for blog posts. These are some blog content ideas you can get from just one podcast:

· Edited transcripts of the podcast – If you need longform content, start with a verbatim transcript of the podcast. It will need some editing to sound blog-worthy; no one wants to read every snicker and every aside. Still, it is easier to get a 3,000-word blog post by letting your text-to-speech software transcribe your podcast and then editing it than it is to write 3,000 words off the top of your head. You can just as easily get shorter blog posts by publishing the transcript in installments; this is also easier than writing three 1,000-word posts or six 500-word posts.

· Blog posts based on the topics of your podcast – Take the same outline you used to plan your podcast and use it as a basis for blog posts. For example, if your blog post has subheadings called “duty of care,” “discovery,” “preponderance of the evidence,” and “economic and noneconomic damages,” you can write a blog post about each of those. It will probably go quickly, since you have recently been thinking of things to say about those topics.

· Listicles – Listen to your podcast and organize parts of it in list format. These can become listicles, such as “4 Things You Must Prove to Win a Personal Injury Lawsuit” and “6 Pieces of Evidence to Gather at the Scene of a Car Accident.”

Who Needs a Podcast When You Can Have Your Own Team of Professional Content Writers?

Whether or not you have a podcast to mine for content, the professional legal content writers at Law Blog Writers never run out of ideas for blog posts for your law firm’s website.

Is a High Bounce Rate Always a Problem?

Bounce rate is how often visitors to your site click on only one page, the one that turns up on a search results page, and then navigate away from the site. For example, a “bounce” is when a visitor clicks on a blog post on your site but does not navigate to your homepage, your attorney profiles, your practice area pages, or your contact form. The opposite is if the user clicks on multiple pages on your site and, ideally, fills out a contact form. Search engine optimization (SEO) experts have given varying opinions about how much bounce rate affects your site. If it affects it at all, it is only one of many ranking factors. In fact, sometimes it can even be good if a user only visits one page on your site. Reducing your bounce rate should not be your highest priority, but regularly updating your site with high quality legal blog content should.

When Visiting a Single Page on Your Site and Then Bouncing Can Be a Good Thing

Not everyone who visits a law firm website is looking to hire a lawyer in the near future; many visitors just have general questions about the law. For example, if a user types “what is the minimum wage in Illinois” or “is Florida a community property state or equitable distribution,” your site is providing a valuable service by providing a straightforward answer to those questions. Your website has met the user’s needs if the user can find the answer on the first page they visit. Time on page is not even an accurate measure of the site’s usefulness. The search has been a success if the user just sees the sentence, “Florida is an equitable distribution state” and then goes back to eating a tuna melt, writing a novel where a character is talking about her previous marriage, or whatever the user was doing before it occurred to them to Google a question about your practice area.

How to Reduce Your Bounce Rate

Of course, if you can get casual visitors to your site to stay awhile, even better. Increasing time on page and conversion rate are admirable goals, even if they are not the ultimate purpose of content marketing. You can entice visitors to stay longer by writing blog posts that people will want to read all the way through, even if their original purpose in navigating to the site was to find a simple answer to a legal question. Likewise, you can encourage people to click on other pages within your site by adding internal links to your blog post, linking to your practice area pages, your contact page, and even other blog posts.

The moral of the story is that you should not redo your entire site or trash years’ worth of content just to chase a ranking factor that a self-proclaimed content marketing expert is the next big thing. Google’s algorithms are always changing, and trying to keep up with the whims of search engine bots will benefit your website and your law firm by focusing on valuable content and a comfortable user experience.

Give Readers an Answer Quickly and Then Make Them Want to Stay

Creating binge worthy content on a law firm website is a tall order, but the professional legal content writers at Law Blog Writers are up to the task.

Three Ways Content Marketing Can Help Your Law Firm

In the old days, law firms used to advertise through noisy commercials on local television networks or by plastering larger-than-life pictures of themselves on posters on the sides of public buses, but it is easy to see why those strategies are outdated. No one has the patience to sit through television commercials anymore; old folks mute their TVs and respond to text messages on their cell phones during commercial breaks, and young folks get their video content from a variety of platforms, none of which are old-fashioned television and almost all of which enable you to watch what you want when you want. Therefore, content marketing, which means promoting your business through Internet content, is the wave of the future, even for law firms; according to Margarita Loktionova of Content Marketing Institute, 97 percent of businesses engage in content marketing, although most of these would like to improve the effectiveness of their content marketing efforts. These are three ways that regularly adding legal blog content to your site can help your law firm increase revenues.

Increasing Brand Awareness

When people visit law firm websites, it is because they are looking for a law firm in their city that deals with the legal problem they need to solve, such as getting a better insurance settlement for a personal injury claim, modifying a parenting plan after a divorce, or dissolving a business partnership. A Google search can show prospective clients that your law firm exists, but the content on your site shows them how it is different from the other law firms they could choose; in other words, the content on your website communicates your brand identity. Therefore, your blog posts should not be full of generic content written at dirt cheap content mills. If your blog posts follow a formula (for example, one paragraph about a particular law, one about a case from your state involving that law, and one about how your law firm can help), it makes your blog posts recognizable as well as readable.

Driving Internet Traffic to Your Website

The human audience is only part of the equation. Prospective clients will only see your website if Google’s search engine bots know that your website is relevant to users’ questions. Therefore, search engine optimization (SEO) is an important aspect of any content marketing strategy. Regularly updating the content to your site, such as by posting one or more new blog posts per month, is a great way to get Google to notice your site and rank it at the top of the search engine results pages.

Encouraging Prospective Clients to Contact You Through Your Site

Once visitors reach your site your goal is to get them to fill out a contact form so you can contact them by email (or any other contact information they provide). This is sometimes called lead generation. Many law firm clients initiate their first contact with a law firm through the law firm’s website.

Can a Blog Help You Do All of This?

Yes, it can, and there is no rule that you have to write the blog all by yourself. Instead, the professional legal content writers at Law Blog Writers will produce custom-written, authoritative blog posts and web page content for your law firm’s website.

Sources

https://contentmarketinginstitute.com/articles/shifting-gears-content-marketing-industry-2022/