Delighted to learn from Nancy Furman Paul's keynote that the US Legal Market is due to spend heavier on marketing tech and content marketing this coming year. This certainly marries with what I've observed in the UK market in recent history.
Traditionally, Professional Services spend big on Hero Content (be it the event sponsorship, white-papers, glossy magazines, etc) and I'm extremely encouraged to hear that budget allocation is shifting toward the Hub Content (insights, blogs, social, etc). What is often termed the 'heartbeat' of a given firm's content strategy.
The key is enabling the experts at your firm to repurpose your Hero pieces into digestible insights, which they can share with their high-value networks who trust them.