2018 State of

Digital & Content Marketing Survey


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For nearly a decade, the State of Digital & Content Marketing Survey has focused on the information consumption attitudes, behaviors and tendencies of in-house counsel, paired with practical guidance for law firms who continually compete for greater share of voice among this audience.

To help firm marketers in that effort, in an era when content is fire and digital publishing technology is gasoline, we delve deeply into what makes effective content stand out from the noise: the formats, attributes, preference and other variables that in-house counsel find most valuable in the content they consume. In 2018, we use this real-time audience insight to offer fresh guidance on how firms can continually sharpen their content strategies.

If you’re looking for the Professional Services Edition of the report, click here.

Correlation Between Frequency & Value of Content Sources

  • Daily – 54%
  • Very Valuable – 45%

Traditional Media
(e.g. The Wall Street Journal)

  • Daily – 40%
  • Very Valuable – 25%

Email Notifications

  • Daily – 30%
  • Very Valuable – 11%

Social Media

  • Daily – 23%
  • Very Valuable – 43%

Industry Association Publication & Websites
(e.g. ACC Docket)

  • Daily – 18%
  • Very Valuable – 32%

Trade Publications
(e.g. Corporate Counsel)

  • Daily – 17%
  • Very Valuable – 29%

Outside Counsel / Vendor Websites

  • Daily – 7%
  • Very Valuable – 18%

Industry Thought Leaders Websites / Blogs

  • Daily – 2%
  • Very Valuable – 2%

Lawyer Listing Services
(e.g. Chambers, Super-Lawyers)

What attracts you to the content that you consume most frequently?


Utility / Usefulness






Headline / Subject Line


Length (short)






Visual Appeal


Length (long)


A Strong Point of View


Popularity (Likes, Shares)

Valued Attributes For Different Content Types

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About Greentarget

Greentarget is a strategic public relations firm focused exclusively on the communications needs of highly competitive business-to-business organizations. We counsel those who counsel the world’s leading businesses and direct smarter conversations among their most important audiences to help deepen the relationships that impact the long-term value of their organizations.

About Zeughauser Group

Zeughauser Group is the firm of choice for legal industry leaders seeking to increase competitive advantage and profitability, enhance market position and strengthen organizational culture.

For media inquiries about the 2018 State of Digital & Content Marketing Survey or previous reports, please contact jtatro@greentarget.com.

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