Greentarget & Zeughauser Group Report: The Growing Power of Thought Leadership and Blogs in Professional Services

Sat down Tuesday evening to review the “2025 State of Digital & Content Marketing” from Greentarget, a public relations firm focused on the communications needs of business-to-business organizations, in many cases the leading law firms and The Zeughauser Group, a management and consulting working with Global 25 law firm chairs, general counsel, and leading law firm CMOs. (Report available on Greentarget’s website)

Green Target and its President and co-founder, John Corey, has led the distribution and socializing of this report, year after year. As always, this report is better than the year before. Strong data, well researched. 

In my early look at the report, I was struck by the growing importance of thought leadership, building a strong name in your field, and blogs— as key drivers of growth for professional services firms.

Included in the Key Findings:

• LinkedIn and blogs continue to gain ground; 66% of decision-makers see LinkedIn as a valuable content distribution platform for obtaining business intelligence, and 69% consider thought leadership websites and blogs a valuable content resource.
• Thought leadership continues to play a significant role in influencing hiring decisions; it ranks second among both groups (in-house counsel, c-suite) as an important source in hiring firms.

I focused my brief video on thought leadership and blogs—both of which were found to be increasingly important in shaping which lawyers and law firms get hired – but I’ll continue reading the report and share more insights soon.

Again, it’s an excellent report. If you haven’t read ‘2025 State of Digital and Content Marketing and you’re looking to know what you are doing wrong, what you are doing right and what you ought to start doing, look here.

The report may have been prepared for larger professional services firms, but its information is highly relevant for small and medium sized law firms who want to build a strong book of business by reputation and relationships – the key way of getting  hired for all lawyers. 

John Corey does an excellent job breaking down the details of the annual report. I’d love to have him on an upcoming video show to inspire and educate legal professionals and law firms —both those actively publishing and using digital media, as well as those still on the sidelines.