Amid marketing overload, law firms keep content coming.
Research conducted amongst US law firms suggests that GCs are drowning in content from lawyers. At best, GCs simply ignore firms' best efforts, at worse some see it as a 'major problem'.
So how will law firms respond? All firms surveyed said they will send clients more stuff!
There is no doubt that law firm marketing has become increasingly sophisticated in recent years. But when it comes to content, the 'chuck it all out there and hope something will stick' approach still wins the day.
Many firms will have a content marketing strategy (we used to call it a marketing communications strategy until 2015), but most seem to have a fatal flaw - no overall editorial direction.
It sometimes seems that firms allow everyone and anyone to say more or less what they want when they want. That is fine, within reason, on an individual's social media feeds, but not best for a firm.
We know that partners and fee-earners can be pretty persuasive. They know there areas of law well and we bow to their wisdom on what they think their clients need to hear.
But perhaps now is the time, particularly when it is so easy to put content in front of clients, for marketing teams to stop, take a breath, and consider what a client might really want.
Would one or two well timed pieces of content a year work better than a daily or weekly bulletin?
What about print, or does email still win the day.
Perhaps creating content streams and inviting clients/contacts to subscribe might be an answer. Boodle Hatfield's Art Law and More (artlawandmore.com) is a good example.
By all means publish - keep the content coming - but think carefully about what should be pushed under a clients' nose.
Consider a variation on the old tree-falling-in-the-forest puzzle: If a lawyer posts a blog entry and no one reads it, does her law firm have an effective content marketing strategy?