December 10, 2015
By Matt Yas
Greentarget and the Zeughauser Group recently released their 2015 State of Digital & Content Marketing Survey, which examines attorneys’ online presence and marketing strategies nationwide among firms and in-house counsel. The findings reveal that the influence of firm blogging on in-house counsel is waning, Wikipedia use is sharply on the rise, and firms are allocating more and more time — but not necessarily budget — to content marketing efforts.
77 Percentage of in-house counsel who rate Wikipedia as either “very credible” or “somewhat credible” for conducting company and industry research, up from 51 percent in 2012
65 Percentage of in-house counsel who rate firm blogs as somewhat or very credible, down 10 percent in one year
38 Percentage of in-house counsel who say they can envision a future in which a high-profile blog would influence them to hire a firm, down from 50 percent in 2014 and 55 percent in 2012
35 Percentage of in-house counsel who say they find blogs to be among the most valuable firm-generated content (client alerts and practice group newsletters are cited by 77 and 76 percent of respondents, respectively)
30 Percentage of in-house counsel who are not reading firm blogs at all
87 Percentage of law firm chief marketing officers who expect to produce more content this year than last year
43 Percentage of CMOs who have received increased budgets to do so
40 Percentage of firms that have a dedicated manager overseeing marketing content strategy, up from 29 percent last year
74 Percentage of respondents who say they use analytics such as “views” and “shares” to justify content marketing investments, up from 59 percent in 2014.