This past month Greentarget and Zeighauser released their findings from the latest survey of in-house counsel. One of the key findings was that content that lives only on the blog may never be found. When it is found, it may not have the same credibility as that same content distributed via Lexology or JD Supra. Check out Amy Knapp's latest take in her article for Bloomberg:
Content may be King, but your blog is not the castle. Here’s a conundrum for you. You as a lawyer produce content. You publish it on your blog. Then, the firm shares your content through paid sources like Lexology and JDSupra and unpaid aggregators like LinkedIn. Only 7% of IHC rate that content on your firm blog as very credible. On a legal content aggregator like JDSupra, 40% of IHC rate your content as very credible. And on LinkedIn, 24% of IHCfind that content to be very credible.