MARKETING TECHNOLOGY
21
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Straight Talk on Data-Driven Content Marketing
Unless you are living under a rock, you've heard of content
marketing and you are likely already doing it: creating and
distributing content to drive new business. What you may not be
doing, is being strategic about it.
As an ILTA member, there's a good chance that marketing is not
your area of expertise – but the marketing team is surely an integral
part of your day. As a marketer, your resources are likely stretched
and you are challenged with geing technology systems in place that
will provide you with the necessary actionable marketing analytics to
drive results.
If you are doing the basics -- email marketing, social media
marketing, customer relationship management and running a
website -- you already have volumes of data. From click-throughs,
open rates, visits, views, impressions, and engagement to organic vs.
direct, desktop vs. mobile . . . the data is there, probably more than
you will ever use.
It takes years (along with blood, sweat and tears) to achieve
nirvana where all the systems are integrated: your finance and client
intake soware is feeding into CRM, email marketing soware
is synced with your CRM system, your website is optimized for
search and maximized for positive user experience, your clients and
prospects are receiving the right updates and invitations, and your
aorneys are trained in how to create and capitalize on business
development opportunities. How can you possibly do it all?
You need not – and cannot – wait to start benefiting from
content marketing strategies. You're already marketing content, you
must be deliberate about the strategy: set goals, track, assess, refine
and do it again, but beer.
by Caroline Hennessy of Quarles & Brady LLP
Straight Talk on Data-Driven
Content Marketing
