Leveraging Your Reputation: 10 ways to repurpose, publicize articles

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has about 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Associations CLE programs. Reach him at tc@tcpr.net.

I was talking with an attorney recently, and she said that she doesn’t have time to write articles, and thinks that it’s a waste of time because she’s already very busy with work of her own, and is making a good living without doing any extra writing. I’ve also met other attorneys who assume that because they’re successful, they don’t need to put any effort into publicity, and think that writing articles is exerting unnecessary effort. While it’s great to be busy with billable work, it’s still important to write articles for publications or online outlets because it will help your reputation and even bring in new clients and referrals down the road.

Writing an article doesn’t have to be a one-shot attempt; there are several ways to repurpose and publicize your article. Once the hard work of writing is done, you don’t have to spend much time sending it out to other places, so that your name and ideas are expressed in a larger sphere of influence.

Here is a list of 10 ways that you can repurpose and publicize your article, in addition to posting it on your own website or blog. Try at least a few of them, and you will discover how easy it is once you put just a little effort into it.

  1. Edit the article and send a revised version to various trade publications and websites.
  2. Offer to send it to people when you are speaking or participating in a seminar or conference. You can also print out copies to pass out when you meet people at those events. Remember to include your contact information.
  3. Look for current news angles and create a press release that mentions the article.
  4. Create a white paper.
  5. E-mail the article to your contacts. You can upload it to your own website and send a link to that. If you don’t want to host it at your website, you can upload it to Scribd or Mediafire and send that link instead.
  6. Create an e-book that is a collection of your published articles.
  7. Create a video or audio in which you read or talk about your article, and include a link to the article below the video or audio post.
  8. Link to the article in your e-mail signature.
  9. Post a summary of the article in LinkedIn and any of your other social media networks. If you belong to any groups, give them a link to the article.
  10. If you’re reading an article online and think that your article is related to the topic, leave a comment with a link to your article.
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