How the pandemic will change legal content marketing

Steve Andersen authors an article for the New York Law Journal discussing how the COVID-19 pandemic will change the way law firms will use content – from thought leadership to nominations – to promote themselves.

As we all hunker down at home, practice social distancing and contemplate the eerily quiet world around us, it’s hard not to ask: What comes next? What is the new normal going to look like? No matter how soon the COVID-19 pandemic ends, there is the dawning realization that a lot of things are going to change permanently.

Indeed, the early hopes that the crisis would pass in weeks or months have given way to the grim realization that even if this first wave is contained, we’ll be living with the risk of a resurgence for quite a while. That means a lot of work will be done remotely for the foreseeable future, including legal marketing.

A recent report on the impact of coronavirus on marketing shows a pivot from live events and conferences to online content, webinars, blogs, and virtual events. This is to be expected, but what shape will legal content take as it assumes an increased role and we all adapt to a new and different reality?

Continue reading on the New York Law Journal.