The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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The New York Times has done a research study on the Psychology of Sharing to learn more about why people share content on the Web. 

You can download the report for free here.

The research found that these were the top five reasons people share content via email or social networks:

1. To bring valuable and entertaining content to others

2. To define ourselves to others

3. To grow and nurture relationships

4. Self-fulfillment

5. To spread the word about causes or brands

So if you have posted content on your blog or created articles on JD Supra, Avvo or other legal info sites that isn’t seeing much action, you need to examine it to see if it is meeting any of these needs that people have for sharing.

Here are some tips for creating great content that people want to share:

Make it real. Don’t simply deal in hypotheticals – tell a story with a good outcome for a client (maintaining privacy, of course) that draws people in and makes them feel something.

Create a conversation. Commenting on the hot legal topics of the day with a unique viewpoint increases the chances your content will get shared. Ask others’ opinions on your blog and post comments.

Speak like a human being. Do not use legal jargon or write above your target market’s head. Use a conversational tone in your posts or articles in a voice people can understand.

Make a list. People love to read and share lists, so get a little creative and develop lists that will get noticed – for example, The Top 5 Divorce Disasters you’ve seen in your family law practice, and so on.

Understanding the psychology behind what makes people want to share content and then crafting your content to fulfill those needs will ensure your words get the reach you’re hoping for when creating content.

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