Metro Philadelphia January Event: Using Readership Analytics to Build a Culture of Thought Leadership

Where: Drinker Biddle & Reath LLP | 1 Logan Square - 26th Floor | Suite 2000 | Philadelphia, PA 

When: Thursday January 19th | 12:00 P.M. - 1:30 P.M. 

Cost: Members: Free | Non-Members: $25

Click here to register. 

Thought leadership is a time-honored method for attorneys to demonstrate their expertise and to keep their profiles out in the public sphere, but how do you measure its effectiveness and manage attorney expectations? When confronted with billable hour pressures, how do you convince your lawyers that producing quality content is a critical and measurable endeavor? National Law Review Managing Director Jennifer Schaller and Publications and Web Manager Nicole Minnis will discuss how to use Google Analytics and other readership information to demonstrate the importance of thought leadership and will offer tips on formatting, writing titles, and promoting via social media to maximize the reach of your firm’s publishing efforts. 

During this session, attendees will learn: 

  • Key terms and metrics from Google Analytics as well as how to find specific data points (such as reads, shares, links, and location of viewers/readers) to show lawyers where content is resonating with the audience or for highlighting possible areas for improvement.
  • Tips to help lawyers tweak the subject matter and timing of their content to maximize targeted readership.
  • Examples and strategies for improving SEO as a matter of properly adjusting the backend of each piece of content: metadata, headline writing, text formatting and getting backlinks.
  • Tips and tools for timing and structurally writing well-read social media posts, reaching media, identifying social media trends and creating a social media schedule.

This program supports the Communications and Technology Management domains within LMA’s Body of Knowledge.


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