Mining gold: Identifying repurposing opportunities in your content

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Welcome to the second part of our series on content repurposing for small legal businesses. If you haven’t had a chance to read the first part in our series, which talks about what content repurposing is and why it matters, you can read it here!


We know that finding time for effective content marketing can be tough. As a founder in legal, you’re often juggling client work, admin tasks, finance and business development. It’s hard to find time to write content for marketing on top of that. 


But don’t worry, we’ve got you covered. It’s frustrating to see your valuable content not reaching its full potential, or feeling overwhelmed by the need to create new material constantly. In this blog we’ll show you how to find opportunities within your existing content that can be repurposed to reach a wider audience, without always needing to create something new. By the end, you’ll have practical strategies to uncover valuable content and transform it to maximise its potential.


Our approach is based on our Five Steps to Five Star Marketing Programme, which offers complete marketing solutions tailored for legal businesses. Our programme ensures your marketing efforts are efficient, targeted, and effective, helping you achieve your business goals while staying focused on your clients. Let’s get stuck in and make your content work harder for you.

What is a content audit?

A content audit is a thorough review of all the content your legal business has produced, including blog posts, articles, white papers, social media posts, videos, and more. The main goal is to see how well your content is doing and find areas for improvement and repurposing.

The process involves:

  1. Making an inventory of your content: Collecting all your content assets into one place.
  2. Evaluating performance metrics: Looking at key metrics such as page views, engagement rates, social shares, and SEO performance.
  3. Assessing content quality: Reviewing the accuracy, relevance, and overall quality of each piece of content.
  4. Identifying gaps and opportunities: Finding content that can be updated, improved, or repurposed to better serve your audience and business goals.

Why you should do a content audit for your law firm

Conducting a content audit offers several benefits for law firms:

  1. It maximises content value: A content audit helps you get the most out of your existing content by finding high-performing pieces that can be repurposed into different formats, extending their reach and lifespan.
  2. It enhances audience engagement: Knowing which content resonates best with your audience allows you to tailor your content strategy to better meet their needs and preferences.
  3. It streamlines content creation: Instead of always creating new content from scratch, a content audit lets you use existing content, saving time and resources.


How to audit your content vault

The first step in finding repurposing opportunities is conducting a thorough audit of your content vault. Here’s how to get started:

Gather all content

Collect all your blogs, articles, social media posts, and any other content you have created. This comprehensive collection will serve as the foundation for your audit.

Create an inventory spreadsheet

Use a spreadsheet to catalogue your content. Include columns for URLs, titles, publication dates, authors, word counts, and performance metrics such as views, shares, and engagement rates. Tools like Google Sheets, Excel, or dedicated content audit tools like Screaming Frog and SEMrush can help streamline this process.

Assess performance metrics

Analyse the performance of each piece of content. Look at metrics such as views, shares, comments, engagement rates, bounce rates, and time on page. High-performing content is a strong candidate for repurposing.

Identify evergreen content

Evergreen content is timeless and remains relevant regardless of when it is consumed. These pieces are particularly valuable for repurposing because they can be reused repeatedly without losing their impact.

Categorise your content

Group your content into categories based on topics, formats, and target audiences. This will help you identify patterns and themes that can guide your repurposing strategy.

How to unearth hidden gems in your content

Once you have audited your content, the next step is to identify hidden gems that can be repurposed. Here’s how to spot these opportunities:

Spot high-performing content

High-performing content, as identified in your audit, is a goldmine for repurposing. Consider how these pieces can be adapted into different formats to reach new audiences. For example, a well-received blog post could be transformed into a series of social media posts, a video, or even an infographic.

Identify evergreen topics

Look for content that addresses fundamental concepts or common questions in your field. These evergreen topics can be repurposed into various formats, such as guides, webinars, or podcasts, ensuring they continue to provide value over time.

Encourage creativity

Think creatively about how you can repurpose your content. A detailed article could be broken down into a series of shorter blog posts, or a comprehensive guide could be adapted into a webinar. The key is to find new ways to present the same information to different audiences.

Analyse SEO performance

Check your content’s SEO performance to identify pieces that are already ranking well but could benefit from further optimisation. Enhancing these pieces with updated keywords and meta descriptions can boost their visibility and reach.

Consolidate and update

Sometimes, consolidating multiple pieces of similar content into one comprehensive guide can enhance its value. Update the content with the latest information and ensure it aligns with current SEO best practices.

Actionable steps and tools for a successful content audit

To make the most of your content audit, consider the following actionable steps and tools:

Use content audit tools

Tools like Google Analytics and SEMrush can help you gather data on your content’s performance, including traffic, engagement, and SEO metrics. These tools can streamline the auditing process and provide deeper insights into your content’s effectiveness.

Develop a plan of action

Once you’ve identified high-potential content, create a detailed plan for repurposing. Assign tasks to team members, set deadlines, and establish clear goals for each repurposed piece. Prioritise content that aligns with your strategic objectives and has the highest potential for impact.

Track and measure results

Continuously monitor the performance of your repurposed content. Use metrics such as traffic, engagement, and conversions to assess the effectiveness of your strategy and make data-driven adjustments as needed.

Five Steps to Five Star Marketing

HelenSquared’s Five Steps to Five Star Marketing Programme is designed to help legal businesses of all sizes rock their marketing world. It provides fixed-fee, end-to-end marketing solutions, ensuring tangible results and a great client experience. Here’s how it ties into what we’ve discussed:

  1. Strategic direction: The programme offers overall direction and strategy, helping you prioritise your content and marketing efforts.
  2. Content creation and repurposing: By identifying high-performing content through a content audit, you can use our programme’s guidance to repurpose and amplify your reach.
  3. SEO and online presence: Our programme helps improve your search engine rankings and drive more organic traffic, essential components of a successful content strategy.
  4. Audience engagement: Tailoring your content to better meet your audience’s needs is a key focus of our programme, enhancing engagement and effectiveness.
  5. Measurable results: With our programme, you can track and measure the success of your marketing efforts, ensuring you achieve your business goals.


For more information on how our Five Steps to Five Star Marketing programme can help you with your content strategy, contact us today. Let’s make your content shine and reach its full potential.


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