What to Measure in Owned Media

When developing a content marketing strategy for your law firm, one of the best ways to ensure success is to include a mix of paid media, earned media and shared media. However, it all starts with the content that you produce and share in-house, also known as owned media. Blog posts, podcasts, e-books, videos and webinars are all examples of owned media content that can drive website traffic, improve thought leadership and generate new business leads for your firm. As an essential component of your firm’s comprehensive strategy, here are some tips on what to measure in owned media. 

E-Newsletter Subscribers

Chances are you’ve probably heard the myth that email marketing is dead. This couldn’t be further from the truth. As a source of owned media, a good e-newsletter can help generate new leads and reinforce a clear brand voice for your firm. And just for the icing on the cake, it can easily be measured. 

Almost all aspects of an e-newsletter can be analyzed and understood through the data. The open rate of your firm’s email shows whether or not that audience is engaged. If you include multiple forms of content in the newsletter, the number of clicks will help rank the level of interest for each one. Over time, your audience may grow stale of certain types of content, but consistent measurement allows your firm to know what works and what doesn’t. 

Gated Content Downloads

Just because owned content is produced with your firm’s own time and resources doesn’t mean it should all be freely offered to your target audience. Gated content allows your firm to “charge” interested parties in the form of an email address, making it a valuable tool for lead generation. That doesn’t mean you should go put all of your past blog posts and podcast episodes as gated content. 

With enough spam and junk mail going around already, people are often hesitant to freely give out an email address so your firm must express the value of the content. Webinars and e-books are perfect examples of content that require more time and effort to produce, but also provide immense value to the user as gated content. Since download numbers can be easily measured, your firm will be able to determine the interest level in your content at any given time. 

Website Traffic

As the home of all of your owned media, your firm’s website serves as a centralized hub for all of your target audiences. Having members of your target audience spend time reading, watching and listening to the content on your website is the key to turning a visitor into a lead and a lead into a new client. From videos that are shared on YouTube to podcasts streamed on Spotify, all of your firm’s owned media should be driving traffic to your website. 

Measuring the amount of traffic to your firm’s website from your various sources of content is an easy way to establish how and where you should be focusing your efforts. For example, if your YouTube videos featuring a brief explanation of your practice areas from attorneys are generating high traffic, keep up the good work and consider other video series highlighting individuals in your firm. Seeing the faces of the people in your firm will almost always generate more traffic than a graphic or stagnant image. Or, if your blog posts aren’t moving the needle, it might be time to revamp your strategy. 

New Leads

The object of the game with content marketing is ultimately to generate new business leads for your firm. Through client research, you reveal the needs of your target audience and provide answers to the most common questions with your owned media. Not every new lead is the direct result of the content that you produce, but it’s still important to measure those that were driven by owned media. 

A call-to-action provides a source for your firm to measure leads directly from your e-newsletter, blog posts and other forms of owned media. This can be as simple as including a link to your contact page to learn more, connect or schedule a visit. Analyzing the number of clicks on those links and the source of any inquiries can paint a clear picture of whether or not your content is successful in generating new business leads. 

Just like all other types of content, practice makes perfect with owned media and measurement is the key to tracking your growth. However, keep in mind that peaks and valleys are part of the content marketing journey so don’t get caught up in the wins and losses. If your firm is seeing high traffic, a dry spell could still be right around the corner, while low numbers present an opportunity to make changes and optimize your content. If you’re interested in learning more about how to measure your owned media and generate new leads, let’s chat. We’d love to start a conversation about how we can create results for your firm. 

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
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  • You care about every single, tiny, little detail.
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  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.