September 8, 2020
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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