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.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Close

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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like 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 brilliant ideas in your sleep.
  • 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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position