If you publish written thought leadership – articles, blog posts, and the like – you need to study your reader analytics regularly, writes Paul Ryplewski in 9 Ways Your Firm’s Authors Can Find BD Opportunities In Their Analytics. That’s because the data tells you how well your content is furthering your business development goals:
Are potential referral sources reading me? You know your business, you know who qualifies as a good referral source (best answer: those people who have referred you business previously). This can include attorneys at other firms, as well as service providers who have the same clients as you (accountants, compliance professionals, financial advisors, etc). Look for such referral sources among your readers. Easy next step: connect on LinkedIn, consider setting up a lunch to develop the relationship.
Ryplewski’s post lays out nine questions you should ask every time you look at your reader analytics. The answers will make clear whether or not your strategy is working. More importantly, they’ll tell you what to do when you’re not getting the readers you want – and when you you are. Read the post. Study your analytics. Make sure your content is furthering your goals. You’ll be glad you did.
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