ALM Legal Intelligence released  a new report 2014 State of Digital & Content Marketing.
The digital era pushed  every law firm into fierce publishing mode. Every
law firm publishes alerts, newsletters, tweets, blogs, articles and special
reports. This ALM report examines the challenge of being heard above the roaring
ocean of content. It has never been more important for law firms to establish a
strategy for creating disseminating and measuring content.

When
an earlier study was published in 2010 in house counsel were  welcoming
new content. By 2014 law firms seem to have overshot the mark and clients are
in a state of law firm
news fatigue.

How
do law firms make their content stand out? The report recommends that law firm
“embrace principles of corporate journalism” which combines market
intelligence and subject matter expertise with voice and polish of professional
journalism. The survey studies both the content producers: law firm CMOs and content
consumers:  in-house counsel.   
  • Produce content aliened with the firm’s strategy
  • Enhance consistency quality reach and self life of existing content

  • Ensure that content reaches intended audience 

Key
findings on GCs 

  • Lawyers
    should be on Linked in    . In house counsel are using Linked into connect and
    participate with groups led by outside counsel. Linked-ins new open publishing
    platform will allow lawyers to product content to help gain attention.
  • Blogs Still Matter Although
    blog readership is plateauing they can still be influential. Make sure your
    blogs are relevant timely and compelling.
  • Readers
    trust curators     such as JD Supra
  • Mobile
    is eating print’s lunch.     In house counsel’s reading of print media dropped
    significantly. Las firms need to have mobile optimized websites and apps.
  • GCs
    are “lurkers: on social media.     They may not participate but they are these. 71%
    of GC are in “listen only”  mode on social media.
Key
CMO Findings 
  • 84%
    of CMOs expect to produce more content
  • Only
    29% of law firms have a dedicated content manager overseeing content strategy
  • Firms
    tend to hire marketers instead of content specialists
  • Only
    25% of respondents have a documented content strategy
  • Top
    goals are demonstrate thought leadership, build the brand and increase exposure
    of individual attorney 
  • The
    biggest obstacle  to improving content is lack of engagement from attorneys,
Firms must develop digital content strategies in order to create compelling and distinguished content that GCs will not only read but feel compelled to share with others.