Recently, Greentarget and Zeughauser Group released their annual results for the 2019 State of Digital & Content Marketing Survey. I had the chance to chat with Greentarget President and Founding Partner, John Corey, about the results, which had some actionable findings for lawyers and law firms, as well as a few surprises.
First, the report – Corey notes that they work to take it somewhere new each year, and their six months of hard work are obvious. In addition to the report’s results this year, you also get access to some excellent thought leadership pieces that expand on the ideas revealed by the data. The data itself examines three categories of respondents – general counsel, the C-suite, and law firm CMOs, which gives a full and interesting picture of what your firm clients are looking for at various levels, and whether your firm may be correctly addressing these needs.
The Key Takeaway
The key takeaway from the results is that above anything else, clients want utility in their content:
For the second straight year, decision-makers in corporate legal departments and across the C-suite say it’s not so much the length, headline or even the source that most attracts them to a piece of content, but rather one simple attribute: utility – information or insights they can act on.”
In-house lawyers and the C-suite want to know what happened, why they should care, and what they need to do about it. They want guidance on addressing the issue, with the understanding that the only way they’ll get complete coverage on how to address it would be to follow up with a lawyer (preferably you) directly.
