Comparisons between media companies and law firms are generally scant, but when you think about the content each produces, the underlying similarities come into focus. For example, both create voluminous quantities of material, be they alerts, white papers, features, slideshows or opinions. And both are intended for a specific audience, whether it’s for corporate lawyers honing a strategy or the “everyman” looking for baseball stats.
Whether or not you see the similarities, according to a recent survey, chances are likely that law firms will become much more like media companies. A concerted effort between Greentarget, ALM Legal Intelligence and Zeughauser group, the 2014 State of Digital & Content Marketing Survey took a deep look into the social media usage behaviors of in-house counsel to get a better idea of how their information consumption habits are changing. To round out the 2014 study, the research team also surveyed CMOs and other senior marketers at the nation's leading law firms to better understand how they are approaching content creation and dissemination.