Balancing billable hours and the ongoing demands of business development makes it challenging to persuade attorneys to consistently produce fresh content for firm websites. Yet, maintaining a steady stream of content is paramount for sustaining audience engagement, enhancing search engine visibility, establishing authority and credibility and reinforcing brand strategy.

A vastly underused strategy that can effectively bridge the content creation gap is the repurposing of existing content. Below are five methods to execute this strategy.

• Transform the most visited articles, blogs or web posts into engaging videos, podcasts or a series of social media posts.

• Refresh existing web content by integrating new materials such as recent case studies, litigation updates and industry research.

• Craft compelling infographics derived from your content, illustrating concepts like trial timelines or the evolution of notable cases your clients are watching.

• Extract insights from presentations, whitepapers or webinars, breaking them down into a series of informative blog posts.

• Utilize custom bios from RFPS, proposals and award nominations to create attorney highlights showcased on your website.

Generating content regularly is essential for maintaining relevance, visibility and engagement in the competitive online law firm landscape. However, it doesn’t need to be overly complex. Employing the above strategies can help to facilitate content creation, limit demand on attorney time and ensure your website remains dynamic and engaging.

Georgie Palm is Poston’s director of content and client services. She is based in Minneapolis, MN.