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.
 

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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.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

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

 

Account Supervisor Job Description: 
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.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • 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.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • 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 new business proposals and current clients’ PR campaigns.

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

 

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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.

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