Advertise Your Law Firm Online for Free with the SEO Content Cycle

If you want to promote your law firm online, you need to forget about Flash and expensive multimedia presentations - online, content still rules. Advertising for law firms can be extremely expensive, especially in the area of paid search. This article presents a natural search engine optimization strategy (meaning the traffic is FREE) that you can begin to implement immediately that will add some real power to your law firm internet marketing campaign. The only cost is time. I call this process the SEO content cycle. I refer to this content distribution technique as a cycle because your goal should be to use your blog posts to create articles and articles to create books and other material. The first step is to get into the habit of writing on a regular basis. Force yourself to be systematic and stick to a regular writing schedule. For the content cycle to work, you must create good content on an ongoing basis. It does take time, but consider it a 90 minute to two hour weekly investment in building your firm's online brand. My suggestion is to publish a blog because it can easily become your default writing mechanism. Blog posts do not need to be lengthy. They just have to be written on a regular basis, and they should focus on subjects related to your firm's activities. My recommendation starting out is to blog three times per week. This will get you into the habit of writing consistently and will begin the process of generating content that you will recycle for other purposes. Once you have a few weeks' worth of blog posts published, you will have enough material to start creating articles and other more lengthy content from it. Assuming you have actually blogged about legal issues (highly recommended since that is the whole point of this exercise), then some of the blog posts should fit together in terms of content and context. Begin combining related blog posts into articles of around 500 words in length. If it works better for your writing style, you can even reverse this process, writing longer pieces first and then breaking them down into smaller pieces for blogging. The problem with that approach is that it moves you away from the act of writing on a consistent basis. But if that is how you prefer to write, then go for it. Once you convert a few blog posts into an article, the article should be distributed via article directories. Article directories allow anyone looking for content to easily find your articles for use in their own publications, web sites, newsletters, etc. The benefit to you from a search engine optimization perspective is that users of article content are required to include the author's bio, which in turn will contain a keyword link back to your site. For the greatest leverage on your time, use an article distribution service or software that will let you distribute your article to many directories at once. The next step in the content cycle is to merge articles into books or other types of extended content. If you sell the resulting product, you have the opportunity to generate additional revenue, although in most cases the best option is to use it for giveaway/promotional purposes. Use it to build a mailing list by requiring an email address to download. Earlier we discussed reversing this process. If you are a heavy writer who writes in very large blocks, then you can even start the process farther up the chain, at the book level. You can write a book, then cull articles from it, and then write blog posts from the articles. Whatever you do, just find a content creation and distribution strategy that works for you and your writing style. The content distribution cycle described here will do wonders for your firm if you are patient enough to see it through.

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