"You want to write about what people are reading."
Following up on my recent recap of an Office Hours conversation with Rich Meneghello, in this piece I’d like to look at how Rich and his team at Fisher Phillips approach analytics and broader content performance data to improve outcomes and guide decisions.
As evidenced by the quote at the start of this recap, Rich’s take on analytics is refreshingly clear and actionable. To whit:
1. Use Analytics to Identify What Works — and What Doesn’t
"We’re constantly looking at what’s hitting and what’s not... the information we get back from JD Supra is very helpful for that."
At Fisher Phillips, content is a key pillar of the firm’s marketing strategy — and analytics help them determine where to focus. Rich emphasized the importance of regularly reviewing data to understand what topics resonate with readers and what’s falling flat.
This isn’t just for long-term planning. Rich noted that weekly review of analytics helps his team make quick decisions about future alerts, webinars, and client outreach. The goal: align publishing efforts with real-world interest.
Takeaway: Build a habit of checking your analytics frequently, not just quarterly. Use them to double down on effective topics and pivot when something isn’t landing.
2. Data Can Validate a Gut Feeling — Or Challenge It
"I had a hunch that the topic of AI and employment law was going to be hot... and sure enough, the analytics bore that out."
Analytics serve as a useful feedback loop.
Rich described how data validated his early instinct that employment law issues around artificial intelligence would drive engagement — and helped him make a stronger case internally for prioritizing the topic.
At the same time, analytics can be humbling. Sometimes a post that seems timely or well-written doesn’t perform. Rich encourages his team to stay curious and let the data guide, not just confirm, their instincts.
Takeaway: Let analytics support editorial decisions — but also be willing to rethink your approach when the numbers tell a different story.
3. Show Authors the Numbers — and the Why Behind Them
"I’ll go back to them and say, 'Hey, your post had a ton of views... we should do a follow-up.' Or, 'We didn’t get as much traction as we thought — here’s why.'"
Rich’s team works directly with authors to encourage smart content creation.
Author-level analytics help him do that in a tangible way. When a post performs well, he uses that momentum to prompt follow-up pieces. When a post underperforms, he provides thoughtful feedback.
Crucially, he frames the conversation around value, not blame — asking what they could do differently next time (e.g., timing, topic choice, or title clarity).
Takeaway: Use analytics to spark collaborative conversations with authors. Celebrate success, and treat misses as learning opportunities.
4. Align Content Performance with Business Development Goals
"We want people to read it, but we also want the right people to read it — potential clients."
Rich consistently connects analytics back to the firm’s larger business development goals, focusing on who is reading their thought leadership — including readers in industry segments and specific companies. This helps Fisher Phillips bridge the gap between marketing and BD by identifying which issues are getting attention from target audiences.
Rich highlighted how this insight supports both lateral recruitment (demonstrating the firm’s reach) and deepens client relationships (surfacing shared interests).
Takeaway: Don’t stop at overall views. Dig into audience segments and company-level insights to connect content engagement to client development.
5. Use Engagement Data to Inform Future Strategy — Not Just Content
"If we find that AI and employment law is taking off... maybe we need to create a practice group around it."
One of the most strategic points Rich made was that analytics aren’t just for the marketing team. When a topic consistently outperforms, it can signal an emerging business opportunity — like spinning up a task force, webinar series, or even new service line.
Fisher Phillips uses this kind of insight to inform firmwide strategy, hiring, and practice development.
Takeaway: Use analytics as a business intelligence tool. Content engagement can reveal new client concerns — and future firm priorities.
A final, bonus takeaway, here is a video excerpt of Rich explaining how he coaches his authors to focus on what really matters: who is reading your thought leadership, not just how many.
Rich’s approach to analytics reflects the maturity of a firm that treats content as a business asset — not just a marketing checkbox. For legal marketers and content leaders, his advice offers a blueprint for how to use reader data to optimize publishing decisions, engage authors, and fuel broader firm growth.
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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.
