How Age and Experience Impact Legal Marketer Effectiveness

How Age and Experience Impact Law Firm Marketing Effectiveness

The research undertaken by Ghidotti into the needs of legal marketers across the U.S provided some surprising perspectives. We found that some of the assumptions legal marketers have about who effectively contributes to law firm marketing efforts made for fascinating reading.

The research broadly divided respondents into two groups; Leaders who are confident that their firm is in a good position to succeed and that their marketing efforts are effective. And Strugglers who have a challenge getting their firm’s lawyers and leadership team to engage with marketing activities.

Leaders represent 55% of the survey respondents, and Strugglers make up 45%.

Age Isn’t Everything

We found that marketers often assume that someone older is less likely to be engaged and effective in creating or sharing the firm’s owned media content such as videos or blog posts. However, the legal marketers in our study, regardless of age, shared a different view:

  • When asked if lawyers in different age groups exhibit different levels of willingness and capabilities when it comes to contributing to content development for the firm, 37% said “absolutely,” and 49% said, “to some degree.”
  • The majority of those who feel there is a difference nevertheless say that lawyers under 40 and those 40-60 are among the most willing and effective contributors.

In addition, the majority of respondents say their firm has well-known and well-respected attorneys who develop their own thought leadership content to benefit their practice overall — and that in 51% of cases, these attorneys are over the age of 60.

Content Development is Hard

It is true that content development isn’t always easy. Having enough internal resources to get content developed and persuading attorneys to participate in the firm’s content development tops the list of significant challenges cited by legal marketers in our survey. Achieving this buy-in to content marketing activities is a particularly significant problem for the Strugglers.

Nearly half of respondents say that their firm struggles to define a clear marketing strategy; this is far more common among Strugglers (71%) than Leaders (28%).

Why it Matters for Law Firm Marketing

How can legal firms address this challenge? Defining a clear marketing strategy is a good start — content development is much more manageable with a specific topic and goal in mind. In many cases, it may simply be the lack of clear direction that hinders firms’ abilities to engage their lawyers in content development.

  • 92% of legal marketers say their firm’s attorneys are expected to develop content for the firm’s owned media activities; it is critical for firms to address the challenges associated with getting attorneys to participate.
  • 81% of respondents said their firm asks attorneys to share the firm’s content on their personal channels, but only 9% say the attorneys usually or always do.
  • 73% cite getting attorneys to participate in content development as a significant challenge.

It is clear from the research that legal firms should understand that all lawyers, regardless of age, can be influential content developers, and having clear parameters for content creation sets people up for success.

We also found that few firms take advantage of law firm marketing approaches like prospect nurturing and marketing automation which can reduce the burden of content development on attorneys by repurposing content and having it automatically shared with potential prospects.

Elevating thought leadership is one of the many benefits of content marketing, but perhaps is most valuable for your law firm when it comes to lead generation. New clients are essential for the growth of any firm, but being able to keenly identify your target audience is a puzzle piece often missing from many legal marketers’ plans.

Conducting client research with brand personas and keyword research are just a few ways to kickstart the process in understanding your audience, while publishing the right content turns those audience members into potential customers. As the old adage goes, content is king.

You can find the full 2021 Ghidotti Legal Marketing Peer Insights Executive Summary on our website. You can also read our blog and listen to The Ghidotti Podcast for further insights and expertise into growing your businesses with effective marketing strategies.

You can find the full 2021 Ghidotti Legal Marketing Peer Insights Executive Summary on our website. You can also read our blog and listen to The Ghidotti Podcast for further insights and expertise into growing your businesses with effective marketing strategies.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
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