I recently had the pleasure of talking to Oliver Thoenen, Senior Communications Manager at Hinshaw and Culbertson, in an Office Hours Zoom session with JD Supra clients.
Our wide-ranging conversation focused on how to effectively use reader data and analytics to elevate thought leadership efforts, strengthen attorney branding, and grow business opportunities. Oliver’s smart insights, drawn from many years of experience, offer practical, actionable advice for turning data into meaningful results. In recap:
1. Establish a Regular Cadence for Reviewing Data
Tip: Schedule recurring meetings to review analytics, ensuring that it becomes an ingrained part of your strategy.
Oliver emphasizes the importance of discipline: "I really recommend that you actually establish a regular cadence of analyzing your data. Get meetings on the calendar—recurring, not reactive—to review the performance of your email marketing, social media marketing, and thought leadership content. Once you commit to this process, it becomes part of your workflow, and the insights gained will help you refine your strategies over time."
2. Tailor Your Reports for Specific Audiences
Tip: Customize analytics reports to fit the needs of different stakeholders, such as attorney authors, practice group leaders, or firm management.
"The audience for your reports matters," says Oliver. "Attorney authors want insights on how their specific content performed, while practice group leaders might focus on the overall impact on their group. Tailor your approach to ensure the data resonates with the recipient’s priorities."
3. Use Data to Support Attorneys’ Thought Leadership Efforts
Tip: Help attorney authors understand how their efforts translate into business value by providing clear, actionable insights.
"We owe it to our attorney authors to show them how their content is performing and how it connects to their business development goals," Oliver explains. For example, breaking news alerts that are timely and relevant tend to generate significant readership, and sharing this insight can encourage attorneys to create more impactful content.
4. Make Analytics a Team Effort
Tip: Collaborate with your marketing team to brainstorm and refine your analytics strategy.
"Teamwork is dream work," Oliver says. "Involve your team in brainstorming sessions to identify key metrics and processes. This shared approach ensures clarity about what matters most and helps avoid information overload."
5. Prioritize the Metrics That Matter
Tip: Focus on actionable metrics such as engagement or click-through rates rather than vanity metrics like total views.
While views can be tempting, Oliver advises digging deeper: "Views are often a vanity metric. Engagement—likes, comments, shares—and click-through rates are far more valuable because they show how your audience is actually interacting with your content. This is where the real insights lie."
6. Simplify and Standardize Reporting
Tip: Develop a consistent reporting template that highlights the most important metrics and insights.
"Templates are your friend," Oliver advises. "Don’t reinvent the wheel every time you create a report. At the same time, be open to revising your templates based on feedback. Over time, we’ve found that less is more—focusing on a few key metrics prevents overwhelming your audience and also helps your team manage its time more effectively."
7. Leverage Data for Collaboration Across Departments
Tip: Share meaningful data insights with business development (BD) teams to identify potential client opportunities.
Oliver highlights the crossover potential of analytics: "Reader data can also reveal opportunities for BD teams, such as identifying client personnel who engage with your content. Sharing this information with BD can lead to actionable steps, such as follow-ups or even retainer discussions."
8. Use Analytics to Identify Long-Term Trends
Tip: Look beyond individual content performance to uncover patterns and trends that can shape your strategy.
"Individual alerts and blog posts provide snapshots in time," Oliver says. "But tracking long-term trends reveals deeper insights, such as whether your overall content strategy is working or if certain topics are losing traction. This kind of analysis helps you stay proactive."
9. Empower Your Team to Stay Sharp and Engaged
Tip: Assign analytics responsibilities to curious, proactive team members who can independently monitor industry trends.
"This is a job for someone with curiosity and initiative," Oliver explains. "You need someone who will subscribe to industry newsletters, track algorithm changes, and stay informed about broader content consumption trends."
10. Turn Data Into Actionable Insights
Tip: Use analytics not just to measure performance but to refine your strategy and provide actionable recommendations.
"The magic of analytics is turning data into something actionable," Oliver says. "For example, if a breaking news alert performs well, use that insight to guide your timing and content approach in the future. Data should inspire creative and strategic adjustments."
A Final Thought: On Getting Started
Reader data and analytics are powerful tools that can elevate a law firm’s marketing and business development efforts. By establishing consistent processes, focusing on meaningful metrics, and using insights to guide strategy, legal marketers can demonstrate the value of their work and drive measurable results. Take a cue from Oliver’s advice—start small, focus on what matters, and build momentum over time.
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[JD Supra clients: log into your account dashboard to watch a video recording of the complete conversation. Look for the Office Hours prompt in your account homepage and click for the archive of all previous conversations.]
Paul Ryplewski is VP of Client Services at JD Supra. Connect with him on LinkedIn. Follow his latest writings on JD Supra.
