Creating useful and engaging content is the goal of all content marketers. But your content won’t matter much if your target audience doesn’t even know it’s there.
Marketing the information that provides additional value to your audience and positions your law firm as an industry leader is critical to your content marketing success.
Content cross promotion strategies are effective ways to gain a wider reach, engage with prospective clients, and achieve lasting growth for your practice.
What is Content Cross Promotion?
Cross promotions occur when content is distributed through multiple channels. Guest blogging is one of the most popular ways that businesses and thought leaders cross promote their content to a wider audience.
Cross promotions typically involve multiple businesses whose services or products are related to each other.
But law firms can use cross promotion strategies on their website to further engage readers and make them aware of the other resources that are available.
Internal linking lets you direct users from one page to another within your law firm’s website. This makes it easy for them to find the information that’s relevant to their needs while indicating to search engines the importance of a page within your site’s architecture.
Benefits of Content Cross Promotion
Content related to a specific topic or legal need can be linked to other pages in order to enhance the content with which a user is already engaged.
Your other content may address a similar pain point that the use hasn’t considered or offer an opportunity for the user to move further into your sales process.
You can use other pages on your website to create more context by which your site’s visitors can further understand a given piece of content such as a blog post, tutorial, or FAQ.
Content cross promotion on your website improves the performance of older content that may not receive the same attention as newer information.
This enhances your rankings for targeted keywords through the strategic use of anchor text when directing users to your site’s other pages.
Internal site linking creates more visibility for offline and online events. These include lectures, workshops, and webinars.
Content cross promotion makes it easy for search engines to crawl and index your site’s pages more efficiently. This contributes to your search engine optimization (SEO) strategy while helping you market your content.
Putting Content Cross Promotion in Place on Your Site
Identify your most successful content first. You should be cross promoting content that resonates with your target audience and generates comments, social media shares, and other positive responses.
Understanding your target audience is essential to getting the most out of your content cross promotion. Put yourself in the place of your ideal prospect and ask yourself what other information they might need when engaging with your content.
This helps you determine where your cross promotion should direct users and maximize its impact on your SEO.
Factors such as the position of your internal links and anchor text impact the number of users click through to your other content. Knowing how to use fonts, colors, and keywords is critical to getting this step right.
Cross promoting includes the use of external linking. Content published on other websites, social media, and industry newsletters are excellent ways to generate more visibility for your website.
These are used in a wide range of industries and produce consistent results when done correctly. But using content cross promotion on your website is an additional tool that improves your site’s performance.
If your content is struggling to get the response you need to generate more clients for your practice, let us know in the comments below.
Using a content cross promotion strategy on your website gives you quick results and a leading edge over your competitors. It improves your site’s rankings and ensures that your content marketing gives your law firm a significant return on its investment.
