As a legal marketer, you’re probably aware of how integral analytics are to your content marketing campaign. Being able to effectively spot overarching patterns and trends is essential to fine-tuning your efforts and maximizing your ROI. But with “only 22% of marketers saying they have data-driven marketing initiatives that are achieving significant results,” it’s important that you’re measuring the right things. Here are four content marketing metrics that you might not be measuring but deserve your attention.
1) Links from Authority Sites
According to Moz, the quality and quantity of links pointing back to your site was the number one ranking factor in 2015. However, not everyone in the legal industry pays attention to influencers that are linking to their websites. This is highly important because links from authoritative, trustworthy sites can provide direct referrals and be a valuable asset to your SEO.
Besides this, it shows that thought leaders already have you on their radar. If you’re unsure what your link profile looks like, I recommend using the Open Site Explorer from Moz to see.
2) Readers That Return
It seems that we often get so caught up in how many visitors we bring to our site that we forget about something that’s even more important — the percentage of readers that return. Quite frankly, it’s not all that difficult to get readers to your blog. But what is difficult is wowing them so much that they want to return.
If you can bring in repeat visitors, it obviously speaks well of your blog and is key for building relationships.
3) Audience Participation
Getting your audience members to participate by leaving comments, answering questions, partaking in polls, etc. is an important first step to building a thriving online community. It can also make your law firm look more credible in the eyes of potential clients.
For this reason, it’s time to start paying attention to the level of participation your blog is receiving and to also encourage your readers to become more involved.
4) Number of Social Shares
There was a long period of time where marketers could only speculate as to whether or not social shares (e.g. Facebook likes, retweets on Twitter, etc.) directly impacted SEO. Well, a study from Moz found that this is indeed the case. While this ranks lower on the list of search engine ranking influencing factors, social shares definitely have a legitimate impact.
You must also consider how beneficial they are to creating perceived value. Whenever you write a blog post that receives hundred or even thousands of social shares, it basically acts as a thumbs up for anyone who stumbles upon that post and will instantly increase your credibility.
If you haven’t been paying close attention to your social shares, it’s time to start. Ideally, you will see these numbers gradually increase as you continue to build your blog audience.
To accurately gauge the progress of your legal marketing campaign, it’s necessary to look beyond your standard metrics. By keeping these four content marketing metrics in mind, you can gain a better understanding of how your campaign is performing and what needs tweaking.
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