In a Landscape Flooded With Law Firms' 'Thought Leadership,' Quantity Isn't the Same as Quality | The American Lawyer - The American Lawyer
What You Need to Know
- Collectively, the Am Law 200 generated more than 70,000 pieces of online insight in 2020.
- Clients wanted to be in the know, and firms wanted to make their capabilities known.
- Effective communications should guide clients toward action items.
Long before “thought leadership” made the Elite Eight in Forbes’ 2013 NCAA-style tournament of annoying corporate jargon, lawyers were sending missives to their clients about how developments in the law and beyond presented challenges and opportunities. But after COVID-19 hit in March 2020, the volume of these communications took off.
Legal marketers pride themselves on having a full toolbox of strategies to keep their law firms fresh in the minds of existing and potential clients. But with travel and person-to-person contact eliminated, they found themselves working with one hand tied behind their back.
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source: https://www.law.com/americanlawyer/2021/09/20/in-a-landscape-flooded-with-law-firms-thought-leadership-quantity-isnt-the-same-as-quality/
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