#15 - A Beginner’s Guide to Repurposing Long-Form Content into Short-Form Content for Law Firms

Creating high-quality long-form content whether it is blog posts, white papers, case studies, or webinars is a time-intensive process. But if your law firm is not repurposing this content into shorter, high-impact pieces for social media, you are leaving a massive opportunity on the table.

Long-form content is excellent for SEO and credibility, but most people on social media are not ready to commit to reading a full article right away. They need bite-sized, engaging snippets that spark their curiosity and encourage them to take the next step whether that is following your firm, engaging with your content, or clicking through to read more.

Here is a simple framework to turn one long-form piece into multiple engaging short-form posts across LinkedIn, Twitter, and beyond.

1. Break It Down Into Key Takeaways

Instead of posting a link to a two thousand-word blog and hoping people click, extract three to five key takeaways and turn them into standalone posts. Each takeaway should provide immediate value whether that is legal insights, step-by-step guidance, or myth-busting statements. The key is to make each takeaway self-contained so that even if someone does not click the link to read more, they still walk away with useful information.

The biggest mistake law firms make on social media is treating their content like a billboard by just dropping links and hoping people will be interested enough to click. However, social media is a fast-paced environment where people consume content in seconds. By breaking your long-form content into digestible, engaging takeaways, you ensure that even your busy audience gets value instantly.

Expand on each takeaway by providing:

• A real-world example that makes it relatable
• A relevant statistic that adds weight to your point
• A quick case study that reinforces the insight
• A common misconception that contradicts the takeaway and sparks curiosity

Example:

Long Form Content: "The Legal Implications of AI in Contracts" Short Form Post Idea: "Did you know AI-generated contracts may not always hold up in court? Here is why... (Thread/Post)"

2. Transform Sections into Carousels or Visuals

Attention spans are short and social media thrives on visual content. Instead of presenting key points in a lengthy paragraph, take an essential part of your blog and convert it into a visual carousel, infographic, or even a short video summarizing the key takeaways. This not only makes the information more digestible but also increases engagement.

People scroll quickly through their feeds and text-heavy posts often get overlooked. A well-designed visual carousel, on the other hand, stops the scroll. A post that starts with an eye-catching title such as "Five Common Contract Mistakes Lawyers Make" or "Three Things Every Client Should Know Before Signing an NDA" immediately captures attention. Each slide can then provide a bite-sized point from your long-form content, ensuring readers stay engaged throughout.

Example:

• From: "A guide to protecting client confidentiality in digital communications."
• To: A LinkedIn carousel titled "Five Mistakes Lawyers Make with Client Confidentiality."

3. Create Polls and Questions to Drive Engagement

Engagement is key to increasing reach on social media. Instead of simply presenting information, turn part of your content into a question or poll. People are more likely to engage when they are asked for their opinion. Take a controversial or intriguing statement from your long-form content and frame it as an open-ended discussion.

The beauty of questions and polls is that they invite interaction. Instead of just broadcasting information, you are sparking conversations. The LinkedIn algorithm, for instance, favors posts with comments, so the more people engage with your question, the more visibility your post gets.

You can then use the responses to:

• Shape future content by addressing common concerns
• Provide clarifications or deeper insights into the topic
• Create follow-up posts that continue the discussion

Example:

• From: "Many lawyers still rely on email for sensitive client communication."
• To: LinkedIn Poll: "Do you believe email is still a safe way to discuss legal matters? Yes or No?"

4. Clip Webinar or Podcast Snippets

If your law firm hosts webinars or podcasts, do not let them sit idle after the event ends. Cut out engaging thirty to 60 clips featuring key takeaways or expert insights and post them as native content on LinkedIn, Instagram Reels, or TikTok. Short clips help capture attention and drive traffic back to the full-length content.

Most people will not sit through a full webinar replay, but a short, insightful clip with a compelling headline such as "The Number One Legal Mistake Startups Make" or "Why Your NDA Might Be Worthless" grabs attention instantly. These snippets act as teasers, giving audiences just enough value to keep them interested but not so much that they do not feel the need to check out the full content.

Example:

• A five-minute discussion on "Common Contract Mistakes" can become three short clips with subtitles for LinkedIn.
• A 2-hour podcast between the law firm's lawyers can become dozens of YouTube shorts with subtitles highlighting crucial insights.

5. Repurpose Into Twitter (X) Threads or LinkedIn Posts

Twitter (X) and LinkedIn thrive on structured, digestible content. A long-form article can easily be broken down into a series of bite-sized insights formatted as a Twitter thread or LinkedIn post. Start with a compelling hook that grabs attention, then break the article into five to seven key takeaways, each as a separate post. End with a call to action directing traffic to the full content.

Example:

• Opening Tweet: "Most law firms struggle with social media. But here is how you can turn a single blog into ten posts that bring in clients... (Thread)"

6. Use AI to Assist in Repurposing

Leveraging AI tools can significantly speed up the repurposing process. AI-powered tools like ChatGPT can help summarize articles, generate variations for different platforms, or even create caption ideas. Canva and other design tools can turn text-heavy content into visually appealing graphics. Automated transcription services can take webinar recordings and instantly convert them into text, which can then be edited into articles, social posts, or even email newsletters.

Law firms are often hesitant to use AI because they believe it lacks nuance, but when used strategically, AI can streamline content creation without sacrificing quality. AI can help by:

• Generating different variations of a social media post based on the same content
• Suggesting engaging headlines and captions
• Summarizing long-form content into easy-to-share snippets
• Transcribing and structuring key insights from a webinar or podcast

Final Thought

Do not let your best content get buried. Repurposing is not just about reaching more people. It is about making your expertise more accessible, engaging, and valuable. Start with your existing content and experiment with these strategies to maximize visibility and client trust.

The law firms that win on social media are not the ones creating the most content. They are the ones maximizing the content they already have.

Ready to repurpose your law firm’s content? Try one of these tips today and see the difference!