Long before “thought leadership” made the Elite Eight in Forbes’ 2013 NCAA-style tournament of annoying corporate jargon, lawyers were sending missives to their clients about how developments in the law and beyond presented challenges and opportunities. But after COVID-19 hit in March 2020, the volume of these communications took off.

Legal marketers pride themselves on having a full toolbox of strategies to keep their law firms fresh in the minds of existing and potential clients. But with travel and person-to-person contact eliminated, they found themselves working with one hand tied behind their back.