Content marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content. This content will attract and retain a clearly-defined audience, and ultimately drive profitable customer action.
For law firms, content marketing is essential in creating a successful thought leadership campaign. However, it can be difficult to convince lawyers of the effectiveness of their content marketing pieces without the metrics to prove it. Luckily, Google Analytics can tell us more than just what pages are the most popular; it shows us behavior patterns, who the audience is, and who is sharing.
This is only scratching the surface. Google Analytics collects a vast amount of data; much of which you can use to prove ROI in your content marketing campaign. Regardless of the results, it’s important to tailor your content marketing pieces in order to attract and retain your target audience.