HOW TO USE OLD CONTENT TO BRING NEW TRAFFIC TO YOUR LAW FIRM WEBSITE

HOW TO USE OLD CONTENT TO BRING NEW TRAFFIC TO YOUR LAW FIRM WEBSITE

The thing about adding fresh, relevant content continuously to your website/blog is that once it’s posted, it’s no longer fresh. But if it’s still relevant, you can bring that old content back to life again in a way that will drive new traffic to your website/blog. Here’s how:

Identify your evergreen content.

When you are repurposing existing content, you need to focus on evergreen posts — those that are as relevant today as they were when they were posted. This includes how-to articles, FAQs with answers, posts that clarify legal issues, etc. Stay away from posts that contain dated material. Once you identify your evergreen posts, check your traffic numbers in Google Analytics to confirm that these posts were popular. Then create a spreadsheet with the title post and link; this is your library of evergreen content you’ll be promoting on social media.

Create a social media schedule.

Take your evergreen post spreadsheet and create a social media calendar for sharing your content on Facebook, LinkedIn, and Twitter. Be strategic about the timing, slotting in older posts among your new posts. You can streamline the process by using a tool like the WordPress to Buffer plugin that automatically posts your content to your Buffer account for scheduling posts to social media.

Feature old content in new posts.

This is a neat little trick that really works. No doubt you have seen suggestions for other related content at the end of online articles you’ve read. That’s the trick. When you have a new piece of content to post, add several links to similar content (your evergreen content) at the end of the new post. You can either handle this manually or use a plugin like Yet Another Related Posts Plugin that will do it for you.

Create roundups of multiple evergreen posts.

A roundup is a series of posts that share a common theme. For example, if you’re an estate planning attorney, you probably have a number of posts about trusts. Practice criminal law? You’ve probably posted a lot about DWI/DUI. Have a personal injury practice? Then you probably have more than a few posts about dealing with insurance companies. Take several of your best posts and create a new post on a topic that includes links to related evergreen posts.

Optimize your most popular posts for conversions.

Your most popular evergreen posts can still do some heavy lifting for you in terms of driving traffic to your website/blog if you (1) use targeted Facebook ads to drive traffic to your content, and (2) optimize your content for conversions. To optimize, add calls-to-action, banners, live chat, or sidebars that will drive conversions.

 

 

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