It’s the million dollar marketing question: how do you not only produce content that attracts and retains viewers, but it’s so good that it reaches a viral scale?

Content that reaches a viral level typically has two key components working for it:

  1. It incorporates different forms of media; e.g. text, videos, photos, infographics, even podcasts.
  2. It connects with viewers on an emotional and personal level.

In these days of content overload, even fantastic content can get lost in the competitive marketing landscape, and never reach the visibility it deserves. Here are 5 reasons why your law firm’s content isn’t going viral, and what you can do to give it its best shot.

1. Make an Emotional Connection


Legal matters are in no way boring, and can prompt deep emotional response—especially in the areas of family law, criminal defense, and personal injury. Make sure that your content is reaching viewers on an emotional level, and that it isn’t too technical or textbook. Relay the legal information that people need, but do so in a way that it connects with them personally.

2. Solve a Problem

Content that solves problems, or offers ways to solve problems, will always be popular. Assume the position of a problem solver, and always think five steps ahead. Provide solutions that are effective, but are also outside-the-box. This is the kind of content that inspires people, and often gets shared on a massive scale.

3. Make It Newsworthy

Content that can support or complement a newsworthy story is always a hit, because it’s relatable, and a trendy topic for discussion. If you’re a criminal defense attorney, there’s no shortage of media trials that you can reference in your content, or draw examples from. You don’t have to share your opinion of the case(s), but you can discuss the legal subject matter, and explain the judiciary processes.

Plus, mentioning famous trials or buzzing legal matters in your content will give you an SEO boost.

4. Post Your Content Everywhere

No content can go viral if it’s not getting proper exposure. Make sure you’re publicizing your content on social media giants such as Facebook, Twitter, YouTube, and Google+. Also, use RSS feeds, forums, microblogging sites, and anywhere else you can share your content with the masses.

5. Keep Your Content Short

There’s a reason why the most popular blogs, videos, and other uploads are short and to the point. The attention span of the average viewer is getting smaller by the minute, as too much content is vying to be seen.

Try to keep your content short and concise. It is possible to provide valuable, informative, and quality content in a 2-paragraph blog, or a 1-2 minute video. You’ll not only save time producing it, your viewers are more likely to share your content with others when it’s a quick and engaging forward.

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