The purpose of shareable content in the legal field is to get links back to your website (which is great for SEO) and to generate traffic and brand awareness. While not always the case, shareable, or contagious, content can also generate leads, either directly or indirectly.
For example, if you create a well-designed infographic detailing the criteria to qualify for Social Security disability, it might generate links and traffic as people share it. And consider the target audience of this content — people applying for or who may apply for Social Security disability. Thus, helpful content that helps them better understand the intricacies of Social Security disability demonstrates your law firm’s competency. This might ultimately help you generate leads.
So, let’s look at what makes content shareable. A shareable post is interesting, unique, and usually something that helps your readers in some way. Here are some tips to create content your readers will want to share.
Does Your Content Share Information Readers Want to Know?
Your readers likely aren’t going share something that doesn’t interest them. You might want to interview clients or followers to determine what exactly they might be wondering about. You can also do keyword research to see what questions they might have.
For example, most people know about DUI checkpoints, but not what occurs during one. So, a blog about how DUI checkpoints work and how to act if you encounter one is interesting. This can be more interesting than a post that simply explains what a DUI checkpoint is.
If you run a personal injury legal firm, you could share a post about Black Friday. You might discuss the history of it and its evolution into what we now associate it with. This gives you the perfect opportunity to bring up a few crazy injuries or recent fights and then offer a few tips on how you can avoid those injuries.
Is Your Content Timely or Evergreen? Or Both?
Both timely and evergreen topics can be shareable.
Consider the following: You manage a criminal defense firm. Your state just legalized recreational marijuana use, but there is a lot of confusion about what is and is not allowed. You might create a clear and detailed list post of 10 ways the legalization will immediately affect your readers. This topic is both timely and evergreen. The passage of the law is timely while the topic is evergreen because you can refer to it year-round or even on the anniversary of the legalization each year.
Evergreen posts are those you can use year-round or year after year. These can be a specific weather-related post or something that will apply any time of year.
For example, a post about how to drive safely during the winter is evergreen as you can share it each year. A post about what you should always have in a car emergency kit can apply regardless of season.
This speaks to creating an effective strategy. Make sure you have a plan — from the get-go — of when, how, and where you will share it.
Is the Content Unique?
Does your content offer something different than your competitors? Or does it resemble everything else out there?
For example, let’s say you are writing about hospital-acquired infections. If you create a 500-word list post on the X Types of Hospital-Acquired Infections or X Ways to Prevent Hospital-Acquired Infections, it might not be too different from other content out there.
Alternatively, you might create a video or design an interactive image of a hospital room with highlights over common culprits that spread infection. When users hover over a ventilator in the hospital room, for example, a box pops up explaining how ventilator-associated pneumonia spreads; they can click it for more details.
Not only is the presentation interesting, the content is informative and helpful to somebody planning to go into the hospital, who has a loved one in the hospital, or who believes they acquired an infection during a hospital stay.
You can also do both; this way you satisfy visitors who want to read a post and those who want something more interactive.
Even presenting common information in a more visually appealing way can create shareable content. Check out this infographic from Allstate about what to do after a car accident. The topic is common, but the content is more appealing than a run-of-the-mill blog post.
Of course, you must consider your topic before you consider the presentation. A funny video isn’t going to work for a post about what to do after the death of a loved one. As always, consider your audience and your message.
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