Are you looking to take advantage of your JD Supra readership data?
Keep in mind that – just as it is important for you to match your support of an author to their comfort level and engagement with writing – knowing where you are in your content marketing journey allows you to select the best analytics to give you what you need and move your program forward.
During a recent Office Hours training session, we reviewed JD Supra’s analytics from this perspective, breaking the journey into three categories – Awareness, Engagement, and Growth – and looking at appropriate features within each.
Taking a similar approach should help you more easily identify the best tools for you and your organization. For example:
Awareness
You or your organization are new to JD Supra or content marketing generally. Consider these steps:
- Regularly log in and review your analytics dashboard. The dashboard surfaces key metrics from all of your other analytics reports (readers, content, and more) organized into modules for easy discovery and exploration
- Consider your subscriptions to analytics emails. We provide Reader Highlights and Monthly, Quarterly, Annual Reports so that you can easily monitor reach and readership on an ongoing basis.
- Identify key stakeholders in your organization and consider how/when it would be appropriate to share information with them.
- Highlight successes internally. Success could be a share on social media or reference on a targeted website. These types of shares are stored on your JD Supra dashboard. Also consider sharing readership numbers with your author(s) as this helps them to start connecting their efforts to a return on investment.
- Read posts covering best practices for analytics in this Resource Center to discover how your peers and colleagues are applying the information (and to take yourself to the next level).
Engagement
You or your organization are well-versed in content marketing and regularly review your readership
- In order to improve your performance using concrete data, start by considering these 20 Marketing & BD Questions.
- Based on the success of previous content in your analytics and looking to get more engagement from your authors, consider an editorial calendar. Here is an overview from my colleague, Adrian Lurssen.
- Build an Internal Reporting Schedule to keep leadership, authors, and other stakeholders apprised of your reach and visibility.
- Identify new stakeholders. Subscribe them to relevant reports/emails.
- Subscribe your authors to their relevant analytics emails, including author reader highlights and a monthly overview of just their work.
- We provide custom tip sheets for your authors - please share! These one page PDFs are a great leave behind to a lunch-and-learn or one-on-one conversation to help your authors best leverage JD Supra.
- Consider setting up automated reports using Report Builder
Growth
Using analytics is an essential component of your organization's content marketing plan. Consider further leveraging your data with:
- Check to be certain all departments have access and training. JD Supra analytics have many applications throughout your marketing team. We are happy to provide custom Tip Sheets for Business Development and/or PR/Communications teams on request and also offer trainings/account reviews.
- Consider accessing and using an API of your analytics, integrated into your other dashboards/Intranet.
- Evaluate and refine your internal process. Again, I recommend staying on top of how others use data with posts like: Successful Thought Leaders Explain How They Leverage Analytics...
- Use JD Supra's Beacon Insights dashboards to understand what's keeping your clients and prospective clients up at night; what executives in your key industries care about; and where interest lies in your practice areas.