Some lawyers buy “canned” content for their newsletter or blog. They pay a company for the rights to publish individual articles or entire newsletters and don’t have to write anything themself.
It’s better than nothing because it gives them an excuse to stay in touch with clients and prospects but while these articles are usually well-written, they are necessarily generic—there’s nothing in them about the lawyer or his clients or cases, which is why people continue to consume that content.
For years, I’ve said it’s okay to buy canned content but to re-write it. Put it in your own words, with your advice and comments and stories about your clients and people in your readers’ world.
On the other hand, you don’t have to pay for content, canned or otherwise. The Internet is awash with it, and free.
Find blogs and articles or videos about topics that will benefit or interest your readers and put that content in your own words.
But you have another option.
Instead of rewriting other people’s content, simply mention that content in your newsletter. Tell your readers why you recommend the article and provide a link.
It might be an article by someone in your target market’s industry or market, or someone who sells to or advises that market. Even other attorneys.
That content could be anything. A how-to article, a product review video, a book review, a new website or product that might interest your readers—literally anything. All you need is a sentence or two about why the article caught your eye and why you recommend it.
Is there something new (or newsworthy) in it? Something helpful or interesting or different?
You don’t need to write more than a sentence or two and provide a link. But you can add whatever you want.
Explain how your readers might use this information, or why they shouldn’t. Quote from the video or summarize parts of it. Share your thoughts and experiences, or those you’ve observed or heard about from clients, colleagues, or friends.
This is a quick and easy way to create content and provide value to your subscribers, without doing a lot of writing yourself.
