Digital White Papers

23 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Straight Talk on Data-Driven Content Marketing Following are points to consider when determining the ideal breakdown of your earned, owned, shared media strategy: Setting Goals and Measurements Now that you have identified an initiative and strategized on the distribution channels, you must have clarity on what data you need to track in order to measure success. Keep it simple – develop measurable key performance indicators (KPIs). The ultimate KPI is a new client, but that final purchase decision relies on other factors out of your control. What you can own is lead generation. What do you want your target audience to do? » Open the email » Click through to your website » Contact an aorney » Register for an event » Subscribe to a mailing list » Download a white paper or v-card » Watch a video » Engage with your social post (like, comment, share, click through to website) Take stock of the existing data from your website, social properties, email marketing system, social properties, CRM system, and accounting system. You will need to understand key data such as website page views, referral sources, email open rates, click throughs, and social engagement metrics such as followers, impressions, and clicks. This information will serve as a baseline and will provide invaluable information for your strategy development. The data begins to make sense when you have something specific to measure. For instance, if the data shows that email E A R N E D Requires more effort, time and resources • Traditional media highly valued by legal decision-makers • Added benefit of third-party/editorial credibility • Reprint rights create additional content marketing opportunities • Never let an open link (not subscriber only) go underutilized O W N E D (website, blogs, email marketing) Controlled environment, ample data readily available • Email software tracking reports will help you determine best send times and days • Strategic use of strong headlines/key words/imagery/calls to action improve organic search results, email open rates and/or click-throughs • Paid search increasingly important to reach target audiences • Google Adwords provides actionable data on high-value terms • Allows for hyper-targeted advertising, reach a larger, interested audience S H A R E D (LinkedIn, Twitter, Facebook, Instagram, YouTube, etc) Integral to content marketing, limited organic reach • While social was once free, it is no more! Paid social strategy is key. Without it, your content is not likely to be seen by most you hope to reach. • Sponsored posts enable hyper-targeting • Audit attorney social properties; amplify content via groups and individual shares • Utilize video. Studies show that integrating video into the mix can boost engagement and the information shared via video is more likely to be retained.

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