Thursday, May 8, 2014

ALM Legal Intelligence Report on The State of Digital & Content Marketing:Embrace Linked-In and Corporate Journalism

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.

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