Law firms invest heavily in producing regular blog content, yet often fall short when it comes to maximizing its impact. Smart content distribution can help you get the most eyes on your expertise.

Even great content won’t magically find readers all on its own. The truth is that you need to help your content find readers by placing your content where people can find it—and your website is just a starting place. In fact, 96.55% of content gets zero traffic from Google, according to Ahrefs.

Blog posts on your site represent just a fraction of their potential value as digital marketing tools. By reimagining how you disseminate content and implementing a streamlined distribution workflow, you can 10x your results from the same foundational content.

Here’s how firms might rethink their content distribution approach to better drive growth and enjoy a higher ROI from their content investments. 

Great content is a solid foundation—but make sure you build the rest of the house, too

Many firms focus on churning out blog posts, thinking that’s all it takes. But it’s just the start! 

While keeping your site fresh with a steady flow of high-quality content is important, you’ve got to think bigger to get the most out of that content. 

Imagine you’re fishing—but for clients. Your content is the bait you use to lure in clients.

If you hit publish on a blog post and call it a day, you might catch a few fish because recent helpful content updates are good for organic SEO. But if you share that same single piece of content far and wide across different platforms, you’ll reach more people and catch more clients. 

Content distribution avenues for law firms

Here are four of the most valuable content distribution channels for lawyers, starting with low-hanging fruit and ending with the most time-intensive option.

Social media

Social media is a goldmine for law firms to get their blog content out there. By tapping into social media’s reach, your blog posts become powerful tools for building credibility and connecting with prospects to drive growth.

Platforms like LinkedIn, X, Facebook and Instagram offer a massive audience just waiting to engage with your valuable insights. 

If your firm’s following is modest, don’t fret. Boost visibility through sponsored posts, targeting specific demographics for maximum impact. This social media marketing technique means your content can reach far beyond your immediate circle, attracting potential clients you wouldn’t reach otherwise. 

Newsletters

Newsletters offer law firms a direct route to distribute their blog content to a receptive audience. 

Deliver your valuable insights right to your list’s inboxes. This helps you stay top of mind with clients and prospects. Newsletters can foster long-term relationships and drive traffic back to your website. 

The best approach here is to send out articles in a targeted newsletter that is segmented into different recipient groups based on their interests or demographics. Segmenting ensures that people receive content tailored to their needs. This personalized approach increases engagement and builds trust. 

Legal publication networks

Legal publication networks like LexBlog or JD Supra are valuable platforms for law firms to expand their content’s reach. These networks are tailored to legal audiences, making them perfect for targeted distribution. 

While there is an investment involved, leveraging these networks can significantly boost visibility. This is especially true for B2B practices that want to establish authority within their niche. Before investing, confirm that these platforms align with your audience and your content goals.

Pitch journalists

Pitching journalists involves reaching out to them with your blog content, aiming to spark their interest in covering your expertise or a relevant topic. While this requires the most time and effort out of all these content distribution options, it can have a big payoff. 

By using your blog posts as a way to show your knowledge and highlight timely issues, you grab journalists’ attention. Although most publications won’t repost your blog, it can still be a great conversation starter that might lead to future features. 

News coverage isn’t always merit-based. It’s about relationships. Sharing your blog posts with journalists is an important part of laying the groundwork for building relationships with reporters and editors, as these connections can lead to future opportunities for collaboration or earned media coverage on topics that matter to your target clients.

Review and next steps

The stakes are high: it’s no longer enough to simply produce great content. Effective distribution is key to staying ahead. 

From leveraging social media’s vast reach to tapping into legal publication networks and pitching journalists, lawyers must go beyond the basics. Each avenue presents unique opportunities to amplify expertise and reach new audiences. Remember to think about the long term, too. It’s just as important to invest in long-term visibility avenues (like collaborating with journalists) as it is to enjoy the quick win of re-posting your blogs to social media.

Your content and your website can position you as a leader in your field. Are you proud of your digital presence? 

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