However, more than 90% said their legal providers could be better at this. 61% prefer to work with firms that proactively keep them updated, and nearly half would not work with law firms that don’t. The survey, by content marketing software company Passle, was completed by 50 UK GCs and 50 US GCs.
It found GCs want content that is relevant, topical and written by a qualified legal expert with their own insights. Three-quarters said their law firm’s website was their main source of information. However, most used other platforms too, such as email alerts, newsletters, news stories, podcasts, webinars and white papers.
Connor Kinnear, chief marketing officer at Passle, said: ‘A proper content strategy is fast becoming a must have.’
Adam Wardel, GC at nClouds, said: ‘We’re busy and we want law firms that can tell us the critical information in a concise way.’
