Digital White Papers

24 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING TECHNOLOGY Straight Talk on Data-Driven Content Marketing updates drive significant traffic to the website, email alerts should be a key component of your campaign. You can measure traffic to key landing pages within the campaign time period and compare it against your benchmarks. Once you have set your KPIs, be sure a tracking system is set to capture this information. Your tracking system will likely be a combination of website traffic analytics, email marketing data and social media reports. Soware is available to assist you in tracking the data, but there's no "easy buon" for gathering information from these various sources. As you develop the tracking system, consider the data that is not yet tracked, but should be, e.g., speaking engagements or referral sources gained as a result of the campaign. Make sure new clients are entered into the client intake system with accurate information on the source of the new business. You will need to engage the attorneys in gathering these proof points and reporting all forms of success. Early Assessment: Using Data to Refine Your Strategy Your campaign is off and running. Now is the time to analyze the results and refine your strategy. » Which content is performing best? Why? » How can you do more with it, more of it? » What is NOT working? Refine or stop. For example, if your audience responded well to a webinar, consider how to repurpose the recording, how you can build on the success with a follow-up webinar, put paid efforts behind it to increase exposure, and adjust your content calendar accordingly. Share Your Findings Even the most basic content marketing campaign can yield results because you are diligent in producing consistent, laser-focused content and tracking it. Celebrate your successes, large and small! Firm leaders place high value on data. Use the marketing team's skills to package the results and share it internally. Evangelize at practice group meetings, educate your colleagues, and demystify the process. While content marketing is a hot topic to marketing professionals, law firm leaders and other administrative departments are not auned to these strategies. No one is going to ask you to create a content marketing campaign. You must educate your firm on what needs to be done to remain competitive. ILTA CAROLINE HENNESSY Caroline M. Hennessy is the Senior Manager of Digital Marketing and PR at Quarles & Brady LLP, where she utilizes her unique skillset to increase visibility, drive business, and enhance client relationships. Throughout her career, she has evangelized on the need for law firms to embrace cutting-edge marketing practices and technology. You can reach her at caroline.hennessy@quarles.com.

• Cover