Tip for Tuesday - Content Publishing
You may have noticed a lack of posting here lately - I've been waiting for Facebook to roll out their changes before going ahead with additional how-to's. I don't want to be obsolete too quickly! But I will be back this week with a re-cap of our corporate break out session at our recent European Regional Meeting.
In the meantime, I do have a tip for Tuesday, and it's about publishing content to your website.
Firms, I know many of you have your marketing departments handling this, and there's something I've noticed with the syndicated content I get from our member firms...bunches of articles are published at the same time.
Now, I know this is easier, but it results in a lack of readership - how do I know that? Because when I see a bunch of articles or blog posts published within a span of a few minutes, I'm less likely to read them. I'm sure I'm not alone.
Since my guess is that these are scheduled uploads for the most part, please make sure to schedule them in a more staggered way. It will ensure that people pay greater attention to your content! Since your attorneys are taking the time to develop this content (though admittedly, some of it is press releases and firm news), it's worth making sure that it has the best chance of being read. Don't irritate your audience by overwhelming them with articles.
I agree Lindsay. People are so busy that they pick and choose what they have time to read. Even the most loyal readers and visitors have a stopping point when reading our material. Many will read it, and even share it, simply because we have developed strong relationships with them, but I agree that we can tire them if we push too much content their direction. Timing is very important. Good post Lindsay.
Thanks for your comment Nancy - I'm glad you agree. From my perspective in the legal network, I'd like to do a service for my firms by sharing their content. But when it's all shared in bunches, I'm not going to be able to post it all, tweet it all out, put it all on FB, etc.
The other thing I'd really like to see more of is substantive content Many of our firms do a great job at this, either through articles on their websites, or through focused blogs, but there are still a few out there who mostly focus on press release-type news. It's not that accolades for the firms aren't important, but when that's the only thing I see, it does make me wonder about the why behind those accolades!
It also makes the rhythm of the blog feel more artificial.
Readers get in habits.
Think about the impact it would have on readership if a newspaper or magazine (remember those?) just said let's just publish our entire year's worth of content in this article.