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Using Readership Analytics to Build a Culture of Thought LeadershipNicole Minnis, [email protected]
● Why invest in content marketing?● What will thought leadership strategy
do for your attorney’s business?● How will success be measured?
● Why invest in content marketing?● What will thought leadership strategy
do for your attorney’s business?● How will success be measured?
Managing Expectations
● 30,000 hits● 64% traffic from search
engines● 80% of links into the
article from social media
More than 80% of traffic to this article came from people on this website.
● Walmart● Crate and Barrel● Bank of America● Safeway● City of Madison, WI● City of Rockford, IL
1. Quantify success of existing content
2. Provide insight and direction for future content
Behavior: Unique Pageviews and Time Spent on Page
Behavior > Overview
Audience: Geographic Location of Readers
Audience > Geo > Location
Audience: Geographic Location of Readers
Audience > Technology > Network
Click the Provider
Secondary Dimension > Behavior > Page
Articles read by people at the SEC
Acquisition: Who has linked to your content?
Acquisition > All Traffic > Referrals
Click through
Click to open page where your content is linked
1. Quantify success of existing content
2. Provide insight and direction for future content
Audience: Geographic Location of Readers
Audience > Technology > Network
Acquisition: Who has linked to your content?
Acquisition > All Traffic > Referrals
Social media sites
Acquisition: What keywords were searched for to get to your contentAcquisition > Search Engine Optimization > Queries
Queries = Keywords
Building a Culture of Thought Leadership
● Share progress and successes of thought leadership efforts throughout the firm
● Teach lawyers how to write for their audience● Use alternative media - audio, video
