Presented by Nicole Minnis of the National Law Review at the 2016 Legal Marketing Association Technology Conference this presentation overviews how to measure and interpret results in Google Analytics to encourage legal professionals to develop and promote thought leadership.

1. Using Readership Analytics
to Build a Culture of
Thought Leadership
Nicole Minnis, nminnis@natlawreview.com

3. ● Why invest in content marketing?
● What will thought leadership strategy
do for your attorney’s business?
● How will success be measured?

4. ● Why invest in content marketing?
● What will thought leadership strategy
do for your attorney’s business?
● How will success be measured?

6. Managing
Expectations

7. ● 30,000 hits
● 64% traffic from search
engines
● 80% of links into the
article from social media

8. More than 80% of traffic to
this article came from
people on this website.

9. ● Walmart
● Crate and Barrel
● Bank of America
● Safeway
● City of Madison, WI
● City of Rockford, IL

10. 1. Quantify success of existing content
2. Provide insight and direction for future content

11. Behavior: Unique Pageviews
and Time Spent on Page
Behavior > Overview

14. Audience: Geographic
Location of Readers
Audience > Geo > Location

16. Audience: Geographic
Location of Readers
Audience > Technology > Network

17. Click the Provider

18. Secondary
Dimension >
Behavior > Page
Articles
read by
people at
the SEC

19. Acquisition: Who has
linked to your content?
Acquisition > All Traffic > Referrals

20. Click
through

21. Click to open page
where your content is
linked

22. 1. Quantify success of existing content
2. Provide insight and direction for future content

23. Audience: Geographic
Location of Readers
Audience > Technology > Network

24. Acquisition: Who has
linked to your content?
Acquisition > All Traffic > Referrals

25. Social media sites

26. Acquisition: What keywords
were searched for to get to
your content
Acquisition > Search Engine Optimization > Queries

27. Queries = Keywords

28. Building a Culture of Thought Leadership
● Share progress and successes of thought leadership
efforts throughout the firm
● Teach lawyers how to write for their audience
● Use alternative media - audio, video

29. Nicole Minnis
nminnis@natlawreview.com
www.natlawreview.com