Update your content
Posted: Wed Jan 29, 2025 7:51 am
If you've already been writing or producing content, it may be a good time to take a fresh approach. It's never too late to evaluate your content and change course if something isn't working.
To do this, you need to know exactly what type or 'types' of content you are going to produce.
Now, we're not just talking about the legal leads for sale format, whether it's blog posts, videos or podcasts, but rather what topics will you be producing on a frequent basis?
For example, if you are creating a finance blog, your core content pillars could be:
Personal Finance Tips and Tricks
Interviews and stories about people who found financial freedom
Industry news and what it means for you
Basics of finance
With these pillars in place, you'll want to make sure you're generating the right type of content:
Content that should start a conversation, such as your own opinion on a popular topic (Engagement)
Content that is based on key terms for your business and that you can refer to and update for years to come (Evergreen)
Content related to a particular event or occurrence, such as a big news story or industry event (Events)
5. Create an email list
Whatever content you're creating, you want to get it in front of the right people.
But before we get into distribution, leveraging social media and all that, we need to talk about the most important piece of your content distribution puzzle: email.
Email will allow you to communicate directly with your subscribers and gets you into their inboxes, where most people spend countless hours each week. Getting started early with list building is a great way to amplify the content you're creating.
6. Brainstorming and keyword research
Okay, so now you know why you're creating content and who your audience is. Plus, you already have your blog and your email service provider. Now it's time to talk about the actual content you're going to create.
You probably have a ton of ideas for posts you can write or videos you can film right now. However, that initial excitement can quickly fade when other things get in the way.
For content to be successful, you need to make sure you are following a strategy in what you are creating and avoid falling into the trap of simply reacting.
Great marketers set their own agenda, so you'll want to create a content editorial calendar that isn't reactionary. Rather, one that's filled with repeatable content that's directly related to your business goals.
Now, to know the specific content you should write, you need to research keywords. What can you do? Brainstorm topics and terms: Start by jotting down as many ideas for terms or topics that interest your audience. At this point, it's good to involve people who work directly with your users, such as a customer service representative or a sales representative.
Once you have the keywords, you can use tools like Google Keyword Planner, Moz, KeywordTool.io or any other, to find out how many times they have been searched on the Internet, for example.
Expand and refine your list: Take that big list and refine or consolidate it. What looks good? What doesn’t make sense for your business goals?
Create a spreadsheet and prioritize your terms: Now it’s time to get organized. Create a spreadsheet with the data you got from the tool, such as keyword, estimated search volume, difficulty, and opportunity, and assign a priority to each. Which one is most important for your business?
Summarize your content, take your main terms and describe the content that will serve your goals, user needs, and keyword targeting.
To do this, you need to know exactly what type or 'types' of content you are going to produce.
Now, we're not just talking about the legal leads for sale format, whether it's blog posts, videos or podcasts, but rather what topics will you be producing on a frequent basis?
For example, if you are creating a finance blog, your core content pillars could be:
Personal Finance Tips and Tricks
Interviews and stories about people who found financial freedom
Industry news and what it means for you
Basics of finance
With these pillars in place, you'll want to make sure you're generating the right type of content:
Content that should start a conversation, such as your own opinion on a popular topic (Engagement)
Content that is based on key terms for your business and that you can refer to and update for years to come (Evergreen)
Content related to a particular event or occurrence, such as a big news story or industry event (Events)
5. Create an email list
Whatever content you're creating, you want to get it in front of the right people.
But before we get into distribution, leveraging social media and all that, we need to talk about the most important piece of your content distribution puzzle: email.
Email will allow you to communicate directly with your subscribers and gets you into their inboxes, where most people spend countless hours each week. Getting started early with list building is a great way to amplify the content you're creating.
6. Brainstorming and keyword research
Okay, so now you know why you're creating content and who your audience is. Plus, you already have your blog and your email service provider. Now it's time to talk about the actual content you're going to create.
You probably have a ton of ideas for posts you can write or videos you can film right now. However, that initial excitement can quickly fade when other things get in the way.
For content to be successful, you need to make sure you are following a strategy in what you are creating and avoid falling into the trap of simply reacting.
Great marketers set their own agenda, so you'll want to create a content editorial calendar that isn't reactionary. Rather, one that's filled with repeatable content that's directly related to your business goals.
Now, to know the specific content you should write, you need to research keywords. What can you do? Brainstorm topics and terms: Start by jotting down as many ideas for terms or topics that interest your audience. At this point, it's good to involve people who work directly with your users, such as a customer service representative or a sales representative.
Once you have the keywords, you can use tools like Google Keyword Planner, Moz, KeywordTool.io or any other, to find out how many times they have been searched on the Internet, for example.
Expand and refine your list: Take that big list and refine or consolidate it. What looks good? What doesn’t make sense for your business goals?
Create a spreadsheet and prioritize your terms: Now it’s time to get organized. Create a spreadsheet with the data you got from the tool, such as keyword, estimated search volume, difficulty, and opportunity, and assign a priority to each. Which one is most important for your business?
Summarize your content, take your main terms and describe the content that will serve your goals, user needs, and keyword targeting.