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Marketing Tech: Are Content Analytics the Next Big Thing?
With increasing awareness around “big data” and the benefits of employing analytics to develop and execute marketing strategies, it is no surprise that technology vendors are starting to develop software that crunches a variety of statistics in order to spit out metrics that law firm marketers can use to benchmark their success. We see this all the time in the SEO space, where SEO solutions providers will analyze a law firm's website based on a variety of key metrics, such as domain authority and keyword rankings, in order to produce a report that can inform the firm's future efforts.
What is surprising is the possible application of these analytical solutions to something far less measurable than search engine rankings. I'm talking about content, or more specifically, the written word.
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