Contrary to typical knowledge, the standard of your thought leadership content material isn’t as necessary as this one factor.
Woody Allen famously stated that 80% of success in life is simply exhibiting up.
While I can’t touch upon how proper he’s relating to all areas of life, he’s spot on when it comes to legislation corporations’ content material advertising and thought leadership advertising efforts.
It is crucial that any lawyer or legislation agency that wishes to have interaction in a critical content material advertising or thought leadership advertising marketing campaign persistently create content material for that marketing campaign.
They want to perceive that persistently producing B+ content material is healthier than inconsistently producing A+ content material.
Now, don’t get me mistaken, I’m not saying that in the summary B+ content material is healthier than A+ content material. If you can persistently produce A+ content material, nice. But persistently creating superb content material will all the time trump inconsistently creating glorious content material.
Here are three explanation why persistently creating content material is the important thing to a profitable content material advertising or thought leadership advertising marketing campaign.
Consistency builds credibility and belief (in addition to authority)
When you create compelling thought leadership content material, you’re, of course, constructing authority. You turn into often called somebody knowledgable concerning the areas of legislation you’re writing about.
But while you do it persistently frequently, your viewers—whether or not it’s referral sources, shoppers, or different third events—will start to anticipate that you’ll be publishing content material frequently. And while you persistently present up frequently in your audiences’ e mail inboxes, in their social media feeds, in their podcast feeds, and many others., you’ll construct credibility and belief with them. Your consistency will be perceived as reliability. With reliability comes credibility and trustworthiness.
(Your target market members would possibly assume that in case you are this dependable with your advertising efforts, you’d be simply as, if not much more, dependable when serving as their lawyer.)
For instance, let’s say you’re, on a weekly foundation, publishing a weblog publish or a podcast. Or, on a month-to-month foundation, you’re creating some variety of round-up article about SEC enforcement actions. Or, on a quarterly foundation, you’re researching and publishing a report about developments on the FDA.
In doing so persistently, you or your agency turn into often called THE lawyer or legislation agency publishing that content material.
And then, finally, as a result of of your constant publishing of that content material, and the credibility and belief it brings with it, you or your agency are seemingly to turn into identified, extra typically, as THE go-to lawyer or legislation agency relating to the areas of legislation you cowl in your content material, that are, of course, the areas of legislation you observe.
Consistency provides you extra alternatives to get in entrance of your goal audiences
Consistently creating content material provides you a number of bites on the apple, a number of swings of the bat, a number of photographs on purpose, or no matter metaphor you favor for getting extra alternatives to attain your goal audiences.
These further alternatives come in two kinds.
First, the extra content material you produce and publish in third-party publications, on your agency’s web site, and on social media, the extra alternatives for members of your goal audiences to discover you. If you publish content material as soon as every week versus as soon as a month, you’ll produce 4x as a lot content material. That’s 4x as many alternatives for you to seem in publications your goal audiences devour, 4x as many hyperlinks in your on-line bio or on your agency’s web site to your content material for your audiences to click on, and 4x as many social media posts relating to that content material for your audiences to come throughout even when they don’t already comply with you.
Second, the extra content material you produce and publish, the extra subjects you can cowl. This offers you with extra alternatives to craft content material that’s related to your goal audiences, and extra alternatives to present the vary of authorized and enterprise points you can assist shoppers with by creating content material relating to these points.
All of this content material additionally helps with the credibility and belief I discussed above. When individuals uncover you for the primary time after which see that you simply’ve received an enormous again catalog of content material, you can’t assist however be seen as a trusted and credible authority relating to the world(s) of legislation you’re masking in your content material.
Consistent content material creation provides you entry to necessary viewers alerts
Finally, while you persistently create content material, you turn into privy to data you won’t have been privy to in the event you didn’t produce a lot content material. Importantly, you’ll see who your supporters are and developments relating to how persons are consuming your content material.
You’ll see the individuals which can be persistently opening and clicking the hyperlinks in your emails. You’ll see the people who find themselves liking, sharing, and commenting on your social media posts.
These people are sending you necessary alerts. Their actions are telling you the subjects they’re in consuming and, seemingly, studying extra about. And the individuals who persistently have interaction with your content material may be telling you that they’re in want of somebody such as you primarily based on authorized and enterprise points they, their firm, or somebody they know are combating.
In the combination, while you persistently produce content material, you’ll additionally obtain alerts concerning the subjects that have a tendency to get consumed by your viewers typically. You’ll see which subjects have a tendency to get extra engagement than others, and thus, which subjects it is best to proceed to cowl.
If you hear to these alerts, over time, your content material ought to turn into increasingly compelling, and may obtain increasingly engagement, since you are giving your viewers the type of content material they need—and you’re getting more proficient at crafting it.
Consistent creation of superb content material > Inconsistent creation of glorious content material
I do know it would sound loopy that the constant creation of content material is an even bigger driver of success in a content material advertising or thought leadership advertising effort than the standard of that content material. But it’s true.
Again, don’t get me mistaken. I’m not advocating for C- or D+ content material. What I’m saying is persistently creating B+ content material will all the time trump inconsistently creating A+ content material.
The extra content material you create, the extra alternatives you’re going to get to (i) construct your authority and develop credibility and belief in the eyes of your goal audiences, (ii) attain them and provides them the chance to have interaction with you and your content material, and (iii) hear to alerts from your viewers you wouldn’t have in any other case been privy to.
Sure, you can unlock these alternatives via inconsistently publishing glorious content material. But it can take some time—lengthy sufficient for an enterprising competitor who persistently creates superb content material to set up themselves and achieve market share at your expense.
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