How Curating Legal Content Can Enhance Your Marketing

legal content curation

In today’s information driven world, there is a surplus of content available for nearly any topic. The legal industry is no exception, and with a few clicks you can find excellent material to share with your audience through content curation. Forbes defines content curation as “a form of content marketing where a publisher editorially collects the best content related to a specific niche and targeted to a specific audience then enhances that content by adding personal opinions and expertise.” Here’s how curating legal content can enhance your campaign and some tips for getting the most out of it.

Value for Your Audience

By sharing content from a variety of sources, you can offer your audience an all encompassing view of your area of law and provide deeper insight than you could on your own. Here’s an example. Rather than only posting blog posts you’ve written to your Facebook page, you could post legal articles from external sources, infographics, videos from other lawyers, law studies, etc. This way you can offer a variety of information from multiple perspectives, which should benefit your followers.

Improve Your Credibility

As long as you consistently curate quality content, you can expect to build further rapport with your existing audience and your number of followers is likely to grow. Even though you’re not the one who is originally creating content, gaining a reputation for being the go to source for great content should still improve your credibility. Once a legal audience knows that your blog, website or social media page is continually updated with quality content, they are likely to return and spread the word to others.

Expand Your Presence Quicker

Although online marketing can pay off big in the long run, it usually takes awhile to build a significant following. If you’re only blogging or writing a couple of legal articles articles per week, it may take years to generate any real buzz. Curating legal content is advantageous because you can often expedite the process and quickly grow your number of subscribers and followers. It also saves you time because you don’t have to single-handedly create every piece of content from scratch.

Finding Content

The first thing to do is find some reputable resources that are known for excellent content. Avvo and FindLaw are great starting points because they contain quality information about most legal topics. Browsing through these sites should help you find something relevant for your area of law. Searching for legal blogs from other lawyers is another technique that can yield some results. An article by HubSpot highlights some other ideas that can point you in the right direction. Here are a few:

  • Presentations/Webinars
  • Statistics, Data, Charts, and Graphs
  • Infographics
  • Expert tips
  • Quotes
  • Videos

Etiquette

Because you’re not the one who is originally creating the content, it’s important that you give attribution and always provide a link to the original source. You’re sharing content, so it’s necessary to give credit where it’s due. You should thoroughly read through each piece of content to make sure that it’s high quality and relevant to your audience. Otherwise, blindly posting content by only looking at the title can get you into trouble. Finally, it’s best to stick to a schedule so your audience will know when to expect fresh content. This should keep them enthusiastic and make them want to keep following/stay subscribed.

Curating legal content has multiple benefits and can bring your marketing campaign to a whole new level when done correctly. With enough effort, it can boost your exposure and ultimately increase the brand equity of your law firm. To learn how to better leverage technology and keep your law firm on the cutting edge, check out Going Social: What Your Law Firm Needs to Know About Social Networking.

Nick Mann

Nick Mann has been a freelance writer for over four years and has worked with numerous clients. He writes articles on a variety of subjects, but specializes in business, legal marketing and tech. When not writing, he enjoys playing disc golf, sports, hiking and travel. Nick lives in the Blue Ridge Mountains of North Carolina.