Spotlight Branding - April 2020

APR. 2020 (800)-406-7229

DON’T STOP FEEDING THE BEAST Why You Need to Create More Content, Fast

If you’ve been reading this newsletter for a while, you know just how important content is to growing your business. This isn’t some big discovery I made: Every good lawyer knows that content has value, whether it’s in the form of social media posts, podcasts, blogs, emails, or videos. Consistent, relevant content is how you keep your brand and services top of mind and build up your expertise. But are you putting out enough content? In my experience, the answer is a big fat “no.” In fact, most lawyers I see aren’t even coming close. How is that possible? Well, think about the environment we live in. Everywhere you go, no matter what you’re doing, your smartphone connects you to a bottomless pool of information. Just think about it. In the past, when you were sitting at the doctor’s office waiting your turn, you were stuck with nothing to do but flip through the outdated People magazines on the waiting room coffee table. Now, you can pull out your phone and do just about anything. You can scroll through social media, watch a video, listen to a podcast, or (and here’s the kicker) look up a good lawyer. Do you want to be educated? Do you want to be entertained? It’s up to you.

viable because we’re living in the golden age of content consumption! Our appetite for content is bottomless, and we plow through a mountain of it every day. That’s why I’m 100% sure your practice isn’t putting enough social media posts, blogs, podcasts, and videos out into the digital universe — it’s pretty much impossible to fully satisfy the beast. That said, you can feed it, and the more you feed it, the more leads and referral sources you’ll touch. On Pg. 2 of this newsletter, I’ll show you how to turn one piece of content into 35 or more pieces in just a few easy steps. When it comes to picking that first piece of content and multiplying it out across platforms and formats, remember the golden rule of content creation: It doesn’t have to be perfect. It just has to be good enough. Now, I’m not saying you should put out volumes of bad content. That won’t do anything but make you look bad. What I’m saying is you shouldn’t spend days or weeks agonizing over a particular post or article, trying to make it the best it can possibly be. Instead, churn out a post that’s good enough and spend that extra time on creating more posts or leveraging the one you just finished to reach more people. ROI. Honestly, in the world we live in right now, I don’t think ROI is the end all, be all of content anymore — we consume endlessly and erratically, and that makes it impossible to draw a straight line connecting the dots from the creation of content to the conversion of a lead. In my experience, a lot of the benefits Apart from perfectionism, another thing that slows down content creation is worrying about

of consistent, high-volume content are untraceable. For example, someone might read a post on your blog, then refer a friend to your firm without even telling that friend how they found you. That’s a big point in favor of creating more content that won’t show up in your ROI. I truly believe there is no such thing as too much content right now. There’s no point where someone is going to look at how much you’re putting out and say, “Stop! I can’t take it!” But you can reach a point where you’re making every smart move you can — at least until the next opportunity comes along. If you need help spotting those opportunities or just want an expert to assess your content and spot the holes, my team and I can help. Send us a message at NL to schedule a free consultation. –Marc Cerniglia “WHEN IT COMES TO PICKING THAT FIRST PIECE OF CONTENT AND MULTIPLYING IT OUT ACROSS PLATFORMS AND FORMATS, REMEMBER THE GOLDEN RULE OF CONTENT CREATION: IT DOESN’T HAVE TO BE PERFECT. IT JUST HAS TO BE GOOD ENOUGH.”

Netflix, Disney Plus, and the 50 other streaming services trying to make it right now are


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