FINAL LMA Philly January 2017 - Using Readership Analytics to Build a Culture of Thought Leadership

Using Readership Analytics toBuild a Culture of Thought

Leadership Jennifer Schaller, Managing Director

Nicole Minnis, Lead Publications Manager

Manage Expectations. Begin with the end in mind.

SEO Changes and Simple tweaks. How will success be measured?

75,000+ hits

About 50% international readership – large readership from educational Institutions

80% of links into the article from social media, blog comments

More than 80% of traffic to this article came from people on this website.

WalmartCrate and BarrelBank of America

SafewayCity of Madison, WICity of Rockford, IL

SEO Changes – More Non-Link Search Results

SEO Changes– Increase in Universal Search Integrations

SEO Changes– Increase in

Universal Search Integrations

SEO Changes– More Emphasis on Local

SEO Changes – Increase in Universal Search Integrations

The Whos, Whys and Hows of the Click Through

Click Through-able Titles [Useful, Ultra-Specific, Urgency]• Use Brackets in Headline [VIDEO] [INFOGRAPHIC] [WEBINAR]

• Implementing a Counterfeit Enforcement Program [VIDEO]

• Who – Specify: Company Involved in Law Suit, Type of Tax • Court Refuses To Reconsider Bifurcation Order [sad]• Include State, City Company Name, Celebrity Name • Include Terms Folks Will Use In Search: Short Versions of Case Names

(No Cites), Legislation Names & Abbreviations, Circuit name

• UltraSpecific – Use Numbers, Use Dates (also can create urgency)• Ten Ways 2016 Election May Affect Privacy and Data Security Law• June 1: OSHA’s Revised Hazard Communication Standard Deadline for

Compliance

Click Through-able Titles Most Important Words at the Front

• Most Important Words at Front: Over 65 characters gets cut

Algorithms Don’t Appreciate Wit, Irony, Humor, or Style. [Mashable]

• Most Important Words at Front: key words first then hook

• Ask Questions

SEO – Many Factors Working Together

Identify one or two attorneys who have:• Shown that they

understand the value of thought leadership AND

• Have the best track record of following through with new initiatives

1. Quantify success of existing content2. Provide insight and direction for future

content

It’s not your fault!Google analytics is not user friendly.

Set your date range!

Behavior: Unique Pageviews and Time Spent on PageBehavior > Overview

Audience: Geographic Location of ReadersAudience > Geo > Location

Audience: Geographic Location of ReadersAudience > 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

Quantify success of existing content• Behavior: Unique Pageviews and Time Spent on Page

• Audience: Location of Readers

• Acquisition: Who has linked to your content?

1. Quantify success of existing content2. Provide insight and direction for future

content

Audience: Geographic Location of ReadersAudience > Technology > Network

Acquisition: Who has linked to your content?Acquisition > All Traffic > Referrals

Click through

Social media sites

Acquisition: What keywords were searched for to get to your contentAcquisition > Search Engine Optimization > Queries

Queries = Keywords

Sharing Data – Create reports• Get concrete information to attorneys

• Tap into competitiveness

• Even if legal marketers don’t create reports, can direct right people to create them and facilitate sharing.

Behavior: Unique Pageviews and Time Spent on PageBehavior > Overview

Creating Reports in Google Analytics

Creating Reports in Google Analytics

PDF report

Sharing Data – Create reports• Get concrete information to attorneys

• Tap into competitiveness

• Even if legal marketers don’t create reports, can direct right people to create them and facilitate sharing.

Jennifer Schaller, jschaller@natlawreview.com Nicole Minnis, nminnis@natlawreview.com