Content marketing is one of the most effective tools there is in communicating with your target audience. Content can be easily tailored and maintained to achieve the results you are looking for.
Legal articles that serve as pieces of content to populate websites, blogs, social channels, e-newsletters and more continue to be a great source of information when communicating with prospects to inform and create awareness, as well as existing clients to further build loyalty and trust.
Therefore, it is vital that the content you are providing is adding value for your readership and can be measured.
Let’s have a think about some of the objectives we need to set out when it comes to measuring content, what exactly is it that you want to achieve?
Objectives for measuring content
- Lead generation
- Brand awareness
- Improve Search Engine Optimisation(SEO)
- Influence customer loyalty
- Solidifying credibility and authority in what you do
Now we understand what we are looking to achieve, we can delve further in to those metrics that are going to help us monitor our goals.
The metrics
- Web page traffic
- Social media
Web page traffic
Track via Google Analytics and/or within the dashboard of your website provider e.g. WordPress.
Page views – unique page views will show you how many people have visited the web page; page views will also count all visits to that page.
By tracking visitors to the pages that house your blogs and articles you’ll be able to determine what articles/topics are receiving the most traffic.
Bounce rates – bounce rates identify the drop off of the user when they visit your page.
A high bounce rate identifies that the user is leaving the page almost instantly, a low bounce rate shows that the user is spending time on the page and is therefore engaged with the content.
Social media
There are various metrics we can analyse across all of the social media channels being used, including Facebook, LinkedIn, Instagram and Twitter.
Reach – shows you the number of unique people who view your content
Impressions – total number of times your content has been viewed
By tracking the reach and impressions on your posts you’ll be able to see what pieces of content are working well for your audience.
You’ll find access to your analytics in the dashboard of the platform you are using.
Tracking engagement – such as likes, shares, comments and retweets are also important as we can understand the kind of content your audience likes to engage with, and therefore tailor the posts.
Clickthrough rate – tracks the number of users who have clicked on a link within your post.
For example, if you share a post on social media to a dedicated blog on your website, you can monitor the rate of users going through to your site, resulting in website traffic. You’ll then be able to optimise posts based on the content that is getting people to your site.
Email metrics
Open rate and click rates show how many people are opening your email and how many are clicking on content within that email, to help you to understand the kind of content that your database is responding to.
15/20% open rate and 2% click through rate is industry standard.
Engaging content
These are just some of the organic metrics we can use to monitor the content and find out what is working for your audience.
A great integrated content campaign, can create a real ‘buzz’ around your business or service, and when people are engaging with you, they are thinking about what you can offer them and how you can make their lives easier.
If you would like to have a chat about creating tailored and engaging legal content for your firm, contact Lindsay at Today’s media, e. lindsay.gibson@todaysmedia.co.uk t: 07736 015 803
This article was submitted to be published by Today’s Legal Content as part of their advertising agreement with Today’s Wills and Probate. The views expressed in this article are those of the submitter and not those of Today’s Wills and Probate.
