In a sea of sameness, the opportunities are endless for attorneys who want to leverage the tools and technologies that are available in today’s digital marketplace. With changing client expectations across the board, simply being a good litigator or M&A attorney isn’t enough to earn the trust of clients—it’s table stakes. Being a generalist no longer cuts it unless you are already an established brand name, so today’s attorneys need to rely on methodically building a niche practice that demonstrates industry expertise and focus to consistently drive business.

The recent 2019 State of Digital and Content Marketing Survey (co-led by Greentarget and Zeughauser Group) offers additional insights around this concept. Both C-suite executives and general counsel are increasing what they’re reading, but they are using industry leaders to effectively curate their content. As Mark Heintz of X9Y Consulting Group says, “I follow people [on Twitter] who give me ideas. … I call them wellsprings of information.” Now that’s how every attorney wants to be viewed by their current and potential clients.

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