As trite as it may seem, content truly is king in the world of digital marketing. This holds true for legal digital marketing as well.
We’ve heard attorneys online say time and time again that they want to focus more on their blog writing strategy. This is obviously easier said than done.
Unless your firm has access to a dedicated copywriter, it’s probably nearly impossible for you to build a consistent content calendar at a pace that will make a dent in your SEO strategy. If you’re winging it alone, pumping out a blog post can oftentimes take a backseat to the other priorities you have on a daily basis.
When you’re juggling multiple clients, redesigning your website, cultivating a social media network, and figuring out a mobile-optimized strategy, you rarely have time to even catch your breath. But you don’t have to start from scratch; you could easily rework some of your older posts and optimize them for SEO.
In this article, we’ll cover some super simple ways to repurpose and refresh your existing content without having to spend hours agonizing over it!
Why Do Blog Posts Matter?
Writing a blog post isn’t just about putting pen to paper; it also entails thorough research, finding stats, backlinking, SEO optimization, sourcing media, and more. Yes, this is highly time-consuming. And yes, this is partially why legal marketing consultants such as ourselves exist.
Regardless of the legwork, this is a highly worthwhile endeavor to invest in. Chances are your blog drives a decent amount of organic traffic to your site; on average, about 53% of content marketers say that blogging is their top content marketing priority for this very reason. On the flip side, about 77% of internet users are avidly reading blogs on a regular basis.
If you execute an effective blog strategy, you can reap the benefits of increased web traffic, better SEO ranking, and more authority in your vertical – especially if you do it in both English and Spanish.
How to Refresh Your Existing Blog Content
Check Your Links
Broken links can take a surprisingly huge toll on the performance of your blog. You should be performing regular audits to make sure your blog isn’t getting choked up by broken links.
You might be asking yourself: what is a link audit?
A link audit analyzes the links on your site (or your “link profile”) and determines how beneficial they are for your site. An effective link audit will also identify any high-risk links you have on your site and suggest improvements you can implement into your strategy.
Rule of thumb: if you see a 404 page, update it as soon as possible with a high-quality link in order to avoid troubles in the future.
Keep Your Stats Up to Date
Nothing turns off a blog reader faster than irrelevant or out-of-date statistics. Put yourself in your readers’ shoes: they came to your site trying to find information to solve an issue or learn about a given topic. Reading about legal trends in 2005 won’t serve their purposes.
Take some time to review your older blog posts and update any stats you may have included to reflect current times. A general rule to keep in mind is to never go back more than five years; it might be pertinent to go back a few years to get a holistic view of an overall topic and deliver complete data. But try to stay within the general timeframe so that your content can provide tangible value to your audience.
Update Your Headers
Never underestimate the power of a solid H2.
Your blog headers are a great opportunity to optimize your blog posts for scannability and SEO. Search engines like Google are constantly updating their algorithms, so it’s always best practice to revisit keywords used in the H1’s and H2’s of your blog posts.
Pro tip: with everyone on the go all the time, voice to text is on the rise. Updating your headers to reflect exactly what your clients are searching for increases the chances of your content actually being found (IE: “Best Criminal Justice Lawyers”).
Include High-Res Photos and Videos
Adding photos and short videos (approximately three minutes in length is the sweet spot) helps increase the time users spend on your page. Your readers love visual stimulation; make sure to break up your text blocks with tantalizing images, snappy gifs, or insightful infographics.
Obviously, proceed with caution.
If you bog down your posts with too many videos, your page load times will suffer and your audience will have a bad user experience. Stick to one high-quality, relevant video and you should be ready to roll.
Refreshing your old content can be a timely endeavor but reaps undeniable benefits such as increased engagement, better SEO ranking, and more influence within your vertical. Plus, working with what you already have is much faster than starting fresh. If your content is already current and ranking high in Google, then leave it be. Otherwise, identify areas of opportunity and tweak the little details to make it work!