“In the Internet age, online content marketing is the best way for lawyers and law firms to establish their reputations and attract new business,” said Per Casey. “And web traffic analysis is the best way for lawyers and law firms to measure the success of a content marketing campaign and move forward based on that information. Content marketing and web analytics are inseparable parts of the same strategic process.”
Casey, founder of Tenrec (www.tenrec.com), a web technology consulting firm that focuses on law firms, discussed strategic content marketing and web analytics at the monthly program of the Rocky Mountain Chapter of the Legal Marketing Association in Denver.
“Content marketing involves distribution of your content using popular social media sites (like LinkedIn, Facebook, Twitter and YouTube) as well as successful content syndication sites (like JD Supra, LegalOnRamp and Scribd),” he said.
Each time your keyword-rich article is published on one of these sites, it is indexed by Google and other search engines – enhancing results for searches on terms like your name, your law firm’s name, your geographic area and the relevant subject area.
“Not only does the Internet facilitate the wide distribution of content,” said Casey, “it also allows lawyers and law firms to closely track distribution – to know how many visitors click on the content; how much time they spend reading, listening or viewing the content; and where (your website, search or some other site) they found the content.”
The popular Google Analytics program is free and yields information about site visitors, including:
- number of visitors (unique, new and repeat)
- page views
- repeat rate
- visit length
- page view length
- page view per visit
- bounce rate (those who leave quickly from a given page)
- entry pages (where visitors enter you site)
- exit pages (where visitors leave your site)
- referral sources (direct traffic, search engines and other referral sites)
“Web analytics programs are capable of generating a vast amount of information,” said Casey.