How Law Firms Can Create Content Decision Makers Will Read

Law360 (August 29, 2019, 4:50 PM EDT) -- According to the 2019 State of Digital and Content Marketing survey,[1] released in late July, it’s not so much the length, headline or even the source that most attracts both in-house counsel and C-suite executives to content, but one simple attribute: utility.

It was the second straight year in which these groups told us that content that is useful in their jobs stands out most. That’s crucial information for lawyers and law firms feverishly trying to get the attention of decision makers — but it’s also clear that in-house counsel and C-suite executives define utility differently and prefer different content types....

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