Tracking the Real KPIs for Content Marketing

📊 Most law firms track the wrong numbers when it comes to content marketing — focusing on likes, clicks, and views instead of the metrics that actually move the needle. In this episode, Marc Cerniglia, Co-Founder of Spotlight Marketing + Branding, breaks down how to identify the real KPIs that show whether your marketing is working, and how to connect them directly to growth, referrals, and higher-value clients.

📌 Key Takeaways:

• The difference between vanity metrics and meaningful KPIs.
• How to connect your content marketing to real business results.
• Why tracking referrals and brand authority beats tracking clicks.

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Chapters

• 0:00 Vanity Metrics vs Real KPIs
• 0:46 Tracking Correlated Outcomes
• 1:35 Authority, Pricing, and Brand Impact
• 2:10 Going Beyond Surface Metrics
• 2:10 Sponsor and CTA

Transcript

SPEAKER_01: 0:00

When it comes to tracking content marketing for your law firm and how to know if it's working, and we're talking about KPIs and measurables, um, there's a couple different things you can look at, but I would draw a clear line between what I would call vanity metrics and the metrics that really matter. So, what would some of those vanity metrics be? They're gonna be things like if we're talking about social media, likes, follows, comments. If we're talking about uh videos or even social media, it might be views. If we're talking about email, it might be open rates, clicks, things like that. If we're talking about blogs on your website, it might be traffic to that page, right? How many views it got? You should track those things. Those things aren't irrelevant. They they they do matter. But if we're actually talking about KPIs, we're actually talking about the most important measurables. Um, what I would say is the most important thing you look for is what is the correlated data. So, for example, when we do content marketing for a law firm, we are ultimately hoping like one of the biggest things we're trying to do is drive referrals. We know that if we use social media and we use email to keep in touch with their existing network, that that's going to increase referrals. So it's not to say we don't care about open rate on that email or the views of social media posts, but what we really care about is our referrals going up within the law firm because we know that the more people see your content, even if they don't always open it, even if they don't always view it or view the whole thing or read the whole thing, we know that that data shows up in other places. And that's just one example. There's more. Um, sometimes it can be your average case value, the rates you're charging, because content marketing also increases your brand, your authority, and it actually helps you command the rates that you deserve. And and when people see you as the credible expert in your field, they are often more willing to pay for that. We we wouldn't say to ignore metrics like views and comments and things like that. But if you really want to know if your content marketing is working, you have to look beyond just those surface level measurables and really look for where is that showing up inside of your firm.

SPEAKER_00: 2:10

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