Content Marketing and Web Analytics: The Yin and Yang of Any Successful Law Firm Advertising Campaign

Superior content has always been one particular of the most effective techniques for a lawyer to establish and sustain a qualified reputation. In the hands of possible clients, fantastic content material demonstrates your understanding of the law and your potential to do what you claim to do.

Let’s say you write an excellent post on the recently signed patent reform act.

Prior to the Web, your options for distribution of that post would be limited. You could submit it to print publishers who could decide whether or not to publish it and how to edit it. By the time it appeared on a client’s desk, it may well be 3 months out of date.

In addition, you could snail mail a copy of your report with a cover letter directly to your list of clients, potential clientele and referral sources. You could consist of it in the firm’s print newsletter. You could mail it to reporters covering the patent law beat and hope that they give you a get in touch with subsequent time they are writing a story on that subject.

And that was about it. You actually had no way of being aware of what happened to that challenging copy – if the publication was read or if the envelope or newsletter was even opened.

Currently, thanks to the Web, the solutions for distributing a effectively-written and informative post (and all types of content material) to a wide variety of interested parties are vastly expanded. So, too, are the solutions for discovering out if the article was opened, was study and prompted further action on the part of the reader.

In the Internet age, online content promoting is the very best way for lawyers and law firms to establish their reputations and attract new small business. And internet traffic analysis is the ideal way for lawyers and law firms to measure the good results of a content marketing campaign and move forward primarily based on that details. Content marketing and internet analytics are inseparable components of the very same strategic process.

On the internet content material advertising for law firms

Online content marketing and advertising requires publishing content (like the post on patent law) on your law firm’s internet site (which includes mobile site version), client extranet websites or blogs. It includes the e-mailing of your post (or newsletter) to clients, prospective clientele, referral sources and media sources.

An integrated on the web advertising system is an vital aspect of a law firm’s marketing and advertising plan. Content material advertising requires distribution of your content material utilizing preferred social media internet sites (like LinkedIn, Facebook, Twitter and YouTube) as well as effective content material syndication web pages (like JD Supra, LegalOnRamp and Scribd).

Each and every time your keyword-rich patent law write-up is published on 1 of these web-sites, it is indexed by Google and other search engines – enhancing outcomes for searches on terms like your name, your law firm’s name, your geographic region and the relevant topic area.

The term ‘content’ applies to practically any kind of material your firm is publishing. It applies to documents like press releases, expertise descriptions, lawyer biographies (profiles), client alerts, blog post, white papers, e mail campaigns and e-books on legal subjects.

Content also contains non-written files, like an on the internet ad campaign, courtroom graphics, a PowerPoint deck, or photos of an open house or employee charity event. It involves on-line surveys along with survey benefits. And it definitely incorporates audio or video recordings of a presentation, a seminar or a webinar.

All kinds of reputation-demonstrating content material can be posted not only on your personal website, but also to a wide variety of (mostly free of charge) social media and content syndication websites. As soon as posted, this informative content is accessible 24/7 and around the world. for law firms

Not only does the Internet facilitate the wide distribution of content,”it also enables lawyers and law firms to closely track distribution – to know how many guests click on the content how considerably time they commit reading, listening or viewing the content and where (your web page, search or some other site) they found the content material.

Net analytics is a process for collecting visitor or customer information, analyzing these data and producing reports on the general overall performance of these various channels. It extends effectively beyond your internet site into virtually every single online channel your law firm may possibly be applying.

In the early days, web analytics programs focused on the very simple measurement of activity on a law firm’s internet web-site. Currently, a good law firm website nevertheless includes valuable data about the firm and its services, but the internet site functions a lot more like an interactive hub to which all of the firm’s on the internet content distribution efforts are tied.

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