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By Jared Correia, Red Cave Consulting
‘‘The Simpsons’’ has a long-running ‘‘couch gag’’ at the end of its opening credits, in which the Simpson family attempts to squeeze onto their small couch together. They never quite get it right — and hilarity ensues. It’s certainly a difficult thing to pull off to set up the same joke each week, and to try to create a new and different punchline. Especially considering that ‘‘The Simpsons’’ have been doing it for 35 seasons of television. Of course, viewed another way, it’s an interesting challenge to attempt to conquer.
This is not dissimilar to what lawyers need to do to establish an effective content marketing program. Lawyers need to present as experts to potential clients and referral sources. There are a number of things you can talk about in terms of your expertise, but not an infinite number of things. So, it becomes pretty similar to The Simpsons’ couch gag, in the sense that you have to find new and interesting ways to assemble and reassemble the same sort of information. The demands of content marketing require you to generate new materials consistently, and that material needs to be sufficiently diversified to ensure that it is consistently interesting. Even if you rely on five or six themes to talk about over and over again, you need to put a different spin on those themes time and time again to keep your audience invested in what you do.
If you can unlock how to differentiate your content, you can take your web presence to the next level.
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