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What's next for legal thought leadership?

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Our findings

When is thought leadership most important to legal buyers?

Time and again, the message that comes back is that buyers lean into thought leadership most when they are facing organisational challenges, internal and external change, and new opportunities. Challenge, change, new.

A question of formats

Our legal buyers were quite clear in their preference, and it was for long-form material. This is largely consistent with our wider research across professional services. A shorter report or white paper (20-30 pages appears to be the sweet spot) often comes top of the charts, as it did here. Articles, both long and short, are not far behind, but video, podcasts and webinars were decidedly out of sorts in our legal buyers’ survey.

The surprising challenge for law firms

Legal buyers do not seem to be too interested in consuming thought leadership from law firms. In fact, they appear to strongly prefer thought leadership from other types of professional services firms, especially consulting firms.

When is thought leadership most important to legal buyers?

Time and again, the message that comes back is that buyers lean into thought leadership most when they are facing organisational challenges, internal and external change, and new opportunities. Challenge, change, new.

The surprising challenge for law firms

Legal buyers do not seem to be too interested in consuming thought leadership from law firms. In fact, they appear to strongly prefer thought leadership from other types of professional services firms, especially consulting firms.

A question of formats

Our legal buyers were quite clear in their preference, and it was for long-form material. This is largely consistent with our wider research across professional services. A shorter report or white paper (20-30 pages appears to be the sweet spot) often comes top of the charts, as it did here. Articles, both long and short, are not far behind, but video, podcasts and webinars were decidedly out of sorts in our legal buyers’ survey.

It seems unlikely that the best competitive strategy for law firms is to take on these other types of firms at their own game. Rather, finding an ownable legal angle on broader strategic and business topics seems the most logical strategy. Firms such as Mischon de Reya, with its Law of Tomorrow campaign, is a useful reference point for other law firms.
Paul English, Strategy Director, Source