With general counsel often at the helm of critical decision-making, understanding their content preferences can make a significant difference for law firms looking to secure new business or cement existing relationships.

So, what do GCs genuinely want from law firm content, and how can law firms optimize their content for this pivotal audience? In this article, I delve into how to create content that will actually resonate with in-house counsel, including GCs.

Understanding the General Counsel Perspective

General counsel, often responsible for the legal oversight of large organizations, are inundated with legal content. Their inboxes are frequently overflowing with newsletters, updates and insights. To truly resonate with GCs, it’s not just about what content is delivered, but how it’s presented.

What General Counsel Want

  1. Relevance: The content must pertain to their industry, sector or specific legal challenges they’re currently navigating.
  2. Brevity and Clarity: Time is limited. GCs prefer succinct, well-structured content that delivers value without the fluff.
  3. Thought Leadership: They’re not just looking for regurgitated information. GCs appreciate content that offers a fresh perspective or innovative solutions.
  4. Actionable Insights: Theoretical knowledge is abundant, but GCs prioritize actionable advice that can guide their decision-making.
  5. Personalization: Content that feels tailored, whether by jurisdiction, industry or other specific criteria, will always stand out.

Creating Better Content for GCs:

  1. Segment Your Audience: Use data analytics to segment your mailing list. This allows for more personalized content that resonates with the specific interests and challenges of different GCs.
  2. Embrace Different Formats: While written content is valuable, diversify by incorporating webinars, podcasts or video insights. These can offer a refreshing break from the norm.
  3. Encourage Interaction: Hosting Q&A sessions or roundtable discussions can create engagement and position your firm as a hub for critical legal discourse.
  4. Stay Updated: Ensure that your content reflects the latest legal developments and trends. This showcases your firm’s proactive nature and commitment to staying ahead.
  5. Feedback Loop: Encourage feedback on your content. This can offer invaluable insights into areas of improvement and topics of interest.

Key Takeaways

  • Recognize the Time Crunch: GCs don’t have a lot of time and that means you have even less time to reach them with your content. Ensure your content is concise, clear and delivers genuine value.
  • Prioritize Personalization: Tailored content, specific to the challenges and interests of GCs, will always resonate more profoundly.
  • Diversify Delivery: Embrace various content formats, from written pieces to podcasts, to cater to different preferences.
  • Engage and Iterate: Foster engagement through interactive sessions and continually refine your content based on feedback.

By aligning content strategy with the needs of general counsel, law firms can enhance their positioning, foster meaningful relationships and drive engagement in a landscape inundated with generic legal insights.

Reach out to me for help creating a content strategy that will resonate with your clients.