For several years now Edelman and LinkedIn have been surveying what the attributes are of content that engages b2b decision makers of professional services firms, like in-house counsel. In summary the core attributes from the report are:

  • Provide valuable insight
  • Be relevant
  • Set a vision for the future
  • Delivery from a trusted source
  • Be concise through bite-sized content

Michael Issacs who leads BT's litigation arm gave a great interview below around the current crisis that also includes some useful insights for law firms with regards to engaging clients like Michael. 

As Michael explains below, he would like communications to be relevant, targeted, concise and contain a proactive insight

As we go through the largest digital transformation of the century and digital communications become the new normal, firms that ultimately sell the expertise of their people (law firms, consultancy firms, accountancy firms etc) should follow Michael's advice when it comes to communications and marketing to build long term relationships.