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Simply 36 p.c of C-level executives discover skilled companies content material to be “very precious,” and the critiques are harder from the authorized division: Simply 25 p.c of in-house counsel say the identical, in response to a survey performed by Greentarget and Zeughauser Group.
You spend appreciable power and (nonbillable) time getting ready legislation agency content material; you need to count on return on funding. (Or, in any case, to not alienate your audience.)
Let’s begin by taking a look at what goes improper, then discover some methods to course-correct.
What Purchasers Don’t Need
The Greentarget-Zeughauser survey requested legislation agency purchasers – in-house counsel and C-level executives – how skilled companies content material was “lower than glorious.”
On the in-house counsel aspect, their three greatest complaints:
- Too salesy: 51 p.c
- Not neutral: 37 p.c
- Not sufficiently related: 36 p.c
For the C-suite:
- Not sufficiently related: 51 p.c
- Too salesy: 41 p.c
- Not well timed: 39 p.c
With regard to those turnoffs, think about your content material technique – and a few widespread authorized advertising errors.
“Too salesy” is a top-three concern for each audiences. These are refined people who perceive the target of legislation agency content material is to generate legislation agency engagements. It’s useful and applicable to offer contact info for the creator, however take heed to not overdo the “name to motion” all through.
In the meantime, each teams take offense at content material that isn’t sufficiently related. Have you ever labored to purposefully type and phase your contact record, or are you sending each agency blast, no matter subject material, to everybody on it? Your Building purchasers don’t care about your article on new developments in biotechnology patents – and also you run the danger of exhibiting you neither know them nor care a lot about them should you spam their inboxes with it.
Timeliness issues, too, and never only for the C-suite; 28 p.c of in-house counsel have been irritated by previous information. That is of specific concern for attorneys and legislation corporations that generate “breaking information” updates on Supreme Courtroom selections or different authorized developments. Notice that dozens of legislation corporations might be sending an identical dispatch out to the identical contacts, maybe on the identical day. In the event you can’t be the first to tell them of this information – and likelihood is, Law360 or one other media outlet might be anyway – you could supply one thing else of worth, from evaluation to concepts to a special perspective.
In the event you stay dedicated to reporting on breaking information, do the proactive work to streamline your enhancing, approval, design and distribution processes, so that you reduce the danger of being the twelfth e-mail about the identical factor.
What Purchasers Really Need
The Greentarget-Zeughauser survey additionally offers perception on what attracts legislation agency purchasers to devour content material.
When it comes to content material traits, they need:
- Helpful: Cited by 73 p.c of in-house counsel and 70 p.c of the C-suite;
- Present: Cited by 60 p.c of in-house counsel and 57 p.c of executives; and
- Compelling headline/topic line: Cited by 59 p.c of in-house counsel and 60 p.c of executives.
(Going again to what purchasers don’t need for a second: This query additionally handled size. CEOs have been greater than twice as prone to favor quick content material over lengthy; this was extra pronounced with in-house counsel, who favored quick content material greater than seven occasions over lengthy content material. These individuals are busy. Have mercy. Maintain it quick and actionable.)
The survey additionally factors out a key discrepancy between attorneys and enterprise folks: Legal professionals typically assume in blocks of textual content, however their enterprise colleagues assume in charts and dashboards. That is borne out within the Greentarget-Zeughauser examine: Whereas in-house counsel decide articles as their No. 1 content material kind, the C-suite has the very best affinity for interactive charts.
Once more, know your viewers. Along with ensuring your content material topics are related to the meant recipient, tailor your presentation, too. In case your prospect is outdoors the Authorized Division, work to visualise your info – and drop the legalese.
Content material That Works: 4 Key Questions
After all, the aim of content material advertising is to not merely keep away from annoying folks. You need to use it to construct your authority, construct an viewers, and to construct your ebook.
To try this, it’s essential do level-up – and to ship info with worth, info with a perspective, and, simply maybe, slightly leisure worth.
To your content material program, think about these 4 questions:
- Is it useful? Does it present sensible, helpful data that empowers the reader?
- Is it memorable? Does it stand out in a sea of legislation agency shopper alerts for its perspective or persona?
- Is it approachable? Does it use direct prose that’s accessible to the audience?
- Is it human? Does it interact the reader on a human stage, or may it’s robotic prose? Particularly on social media, individuals are drawn to content material that’s heat and interesting. This doesn’t imply authorized content material can’t take care of severe points; even transferring content material from formal third-person to a hotter second-person method (i.e. “What you need to do subsequent”) makes a distinction.
A few of our favourite authorized content material that delivers on these requirements:
“Don’t Eat Your Weed” is a music attorneys Will Hutson and Chris Harris of the Texas-based agency of Hutson & Harris wrote across the information of the state’s marijuana possession legal guidelines. Whereas the attorneys are exhibiting off their musical expertise, the music isn’t concerning the agency or how nice they’re in a court docket of legislation. It’s presenting precious info to its viewers, potential prison defendants — actually, don’t eat your weed, a possession cost is mostly solely a misdemeanor that may be expunged out of your document.
Whereas company legislation might not afford the identical alternative for levity, it’s not out of the query, as evidenced by the previous Ford & Harrison That’s What She Said weblog that recapped episodes of “The Workplace.” The weblog’s recaps defined the HR issues and employment legislation violations contained within the TV present’s plot – exhibiting the attorneys’ experience in a relatable and sensible approach, with a predictable supply cadence.
Even dense and technical subject material will be introduced in accessible and interesting methods, with out the hijinks of Jim and Dwight.
Take into account Xakia’s Legal Resource Library. Xakia offers in-house authorized departments with software program for matter administration, information analytics and reporting. To assist customers profit from their software program, and to enhance their authorized operations general, the corporate affords useful white papers and templates, resembling Best-in-Class Legal Reporting, 10 Steps to a Smarter Legal Budget, and Create a Legal Technology Roadmap in 3 Steps. An e-book, Legal Operations Health Check, offers benchmarks for departments primarily based on dimension, trade and geography.
Xakia’s content material empowers its readers by simplifying widespread processes, providing templates and offering methods to check their efficiency in opposition to significant benchmarks. How may you do the identical?
Make this the yr that you just elevate your content material by breaking away from the pack – and by breaking apart with these stale Supreme Courtroom recaps.
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