In the world of legal services, the general counsel stands as a pivotal decision maker. Recognizing their content preferences can significantly influence law firms’ approach to securing new clients or fortifying existing ones. But with a deluge of legal insights flooding their inboxes daily, what do GCs genuinely seek from law firm content? And how do you create content that resonates with them?

Navigating the General Counsel Landscape

For GCs, overseeing the legal intricacies of vast organizations can be a demanding task. In today’s information-saturated world, they are often inundated with a deluge of newsletters, legal updates and insights from various quarters.

For content creators and legal professionals attempting to reach and resonate with GCs, the differentiation hinges on the presentation, the relevance and the timeliness of the content. It’s imperative to package your insights in a manner that not only captures attention but also provides concise, actionable and contextually relevant information. In essence, clarity, brevity and value become the cornerstones of effective communication with GCs.

Amidst a sea of newsletters, updates and insights, making your content stand out is less about what you say and more about how you say it.

Here’s What Tops the GC’s Content Wishlist

  • Relevance: Content should directly align with their industry, current legal challenges and/or the sector in which they operate.
  • Conciseness & Precision: With time always at a premium, GCs favor clear, crisp content that’s direct to the point, shedding any unnecessary jargon or fluff.
  • Thought Leadership: Merely rehashing known information won’t cut it. GCs are on the lookout for fresh insights or novel solutions that showcase genuine expertise.
  • Actionable Tips: While theoretical insights are dime a dozen, what GCs value more are actionable recommendations that can aid their decision-making processes.
  • Personal Touch: Generic is out. GCs appreciate content that feels specially crafted for them, based on jurisdiction, industry or specific challenges they might be facing.

Strategies to Elevate Content for GCs

  • Audience Segmentation: Harness the power of data analytics. Segmenting your audience can lead to personalized content, addressing the unique challenges and interests of individual GCs.
  • Embrace Varied Formats: Beyond the written word, think webinars, podcasts or video insights. Offering diverse content formats caters to varied consumption preferences.
  • Promote Interaction: Whether it’s through Q&A sessions, roundtable chats, or webinars, encouraging interaction can turn your firm into a sought-after hub for essential legal discourse.
  • Stay Agile: Ensure your content mirrors the latest in legal developments, reinforcing your firm’s image as forward-thinking and always in the know.
  • Cultivate Feedback: An open channel for feedback can offer a goldmine of insights, guiding content strategy refinements and highlighting desired topics.

Summing It Up

  • Value Their Time: Recognize that GCs are pressed for time. Craft content that’s succinct, relevant and packed with real value.
  • Customize, Customize, Customize: Make tailored content your hallmark, targeting the unique challenges and aspirations of GCs.
  • Mix It Up: Diversify your content offerings, spanning articles, podcasts, webinars and more, to cater to diverse tastes.
  • Engage and Refine: Encourage interactions and fine-tune your offerings based on real-time feedback.

Crafting content for in-house counsel requires a keen understanding of their unique position at the intersection of legal expertise and business strategy. Here are some creative content ideas that could resonate with in-house counsel.

  1. Behind the Scenes of a Major Case: Law firms can provide a deep dive into major cases, offering in-house counsel a detailed perspective on strategies, lessons learned and outcomes. Ensure client confidentiality is maintained.
  2. Technology Integration: Discuss how emerging technologies, like AI or blockchain, can be harnessed in the legal world. Highlight practical applications specifically for in-house counsel.
  3. Webinars with Industry Leaders: Organize webinars where partners or senior attorneys discuss pressing legal issues with industry experts, providing in-house counsel with broader contextual insights.
  4. Tailored Regulatory Updates: Offer specialized updates on regulations affecting specific industries, helping in-house counsel navigate the changing landscape more effectively.
  5. Contract Crafting Tips: Share insights on optimizing contract drafting and review, a task often undertaken by in-house teams.
  6. Collaboration Best Practices: Discuss strategies for smoother collaborations between in-house teams and external law firms, ensuring effective communication and outcome alignment.
  7. Interactive Workshops: Organize workshops on topics like risk mitigation or legal strategy alignment, allowing in-house counsel to actively engage and derive actionable insights.
  8. Operational Efficiency Strategies: Delve into tools, processes or best practices that can enhance the operational efficiency of in-house legal teams.
  9. Spotlight Interviews: Feature conversations with in-house counsel who have successfully navigated complex legal challenges, offering peer insights.
  10. Bespoke Legal Guides: Create industry-specific legal guides, addressing the unique challenges faced by in-house counsel in sectors like tech, healthcare or finance.
  11. Ethical Considerations: Offer insights on navigating ethical dilemmas, providing in-house counsel with frameworks and perspectives to make informed decisions.
  12. Networking Opportunities: Host events or virtual meetups to foster connections between in-house counsel and law firm experts, creating platforms for knowledge exchange.
  13. Legal Tool Reviews: Analyze and review tools or software that can aid in-house counsel in their daily tasks, from document management to compliance.
  14. Risk Management Insights: Dive into strategies for proactive risk management, a core concern for many in-house teams.
  15. Industry-specific Content: Create content tailored for specific industries, discussing the unique legal challenges and nuances they face. For example, tech, healthcare or finance.
  16. Soft Skills Development: Articles or workshops focused on honing soft skills, such as communication, leadership and mediation – all essential for in-house roles.
  17. Operational Efficiency: Tips and strategies on optimizing the operational aspects of in-house legal departments, from budgeting to team management.
  18. Legal News Digest: A weekly or monthly roundup of pivotal legal updates tailored for in-house counsel. This saves them time and keeps them informed.
  19. In-House Roundtables: Organize virtual roundtable discussions or webinars, where in-house counsel from different industries discuss shared challenges and best practices.
  20. Regulation Deep Dives: Offer in-depth analyses of recent or upcoming regulations and their implications specific to various industries. In-house counsel often need to educate other department leaders about these topics.
  21. Negotiation Tactics: Share strategies and anecdotes about successful negotiation techniques, especially those tailored to in-house contexts.
  22. Case Studies: Share detailed case studies about common legal challenges faced by businesses and how they were resolved. Make them interactive using multimedia elements.
  23. Collaborative Challenges: Discuss the dynamics of working with external counsel and offer best practices for fostering effective collaboration.
  24. Legal Strategy Workshops: Organize workshops focused on aligning legal strategies with broader business goals.
  25. In-house Innovators: Spotlight interviews with in-house counsel who’ve innovated in their roles, bringing fresh approaches or solutions to common challenges.
  26. Book Clubs or Recommendations: Create book clubs or provide reading recommendations that offer both legal insights and broader perspectives on leadership, strategy or industry trends.

Remember, the key to resonating with in-house counsel is to align content with their everyday challenges and the broader strategic goals of their organizations. Combining relevance with creativity will ensure the content captures their attention and provides genuine value.

Take a look at my article for on Mastering the Art of Content Marketing for Small and Mid-Size Law Firms.

For a deeper dive into crafting an effective content strategy, feel free to reach out. I’m here to help.

Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+ year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedInTwitterYouTubeInstagramsign up for her email listand follow her latest writing on JD Supra.