But as AI threatens media business models, professional services firms can help fill the content void with actionable, relevant and industry-specific guidance
Chicago, Dec. 17, 2024 – Executive decision-makers value traditional media to a degree not seen since 2017, according to the 2025 State of Digital & Content Marketing report. The report also finds that C-suite executives and in-house counsel are hungry for guidance on AI—yet only half are satisfied with the AI insights they’re getting from their law firms and professional services providers.
The report, released today by strategic communications firm Greentarget and consulting firm Zeughauser Group, is the 11th iteration of research into what makes effective content for the clients of professional services firms. As in past years, it compares the views of legal and C-suite decision-makers and offers practical guidance on how to break through to difficult-to-reach audiences with content in the formats and channels they prefer. The latest survey also examines how AI is impacting thought leadership, and how professional service providers are falling short when it comes to providing actionable AI insights and guidance.
Among the key findings:
- The share of decision-makers who value traditional media jumped significantly.
- 88% of all respondents see it as valuable—up from 79% in 2022 and the highest share in seven years—despite the increasingly atomized political news ecosystem on display in the recent U.S. election.
- LinkedIn is extending its reach, and now holds more than double the sway of other social networks as a distribution platform.
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- 66% of decision makers see it as a valuable platform for obtaining business intelligence as the site gains influence while X’s hold wanes.
- AI and cybersecurity/data privacy are topics where business leaders most crave actionable guidance, crowding out DEI and ESG demand.
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- 90% of decision-makers plan to integrate AI into business functions, yet only 50% of respondents are satisfied with AI insights from their service providers and law firms.
“Our research shows that business leaders value trusted editors who sift through the noise and spotlight what matters most, from financial news stalwarts like The Wall Street Journal to key industry publications,” said John Corey, Greentarget’s President and Founding Partner. “Meanwhile, LinkedIn continues to hold executives’ attention—but standing out on the platform requires sophisticated strategies amid the rising tide of promotional posts and AI-generated slop. This highlights the urgency of developing distinctive, high-quality owned content to showcase professional services providers’ authority.”
Critically, the 2025 State of Digital and Content Marketing report also sheds light on AI’s impact on information demand and consumption—including, Corey said, “the prime opportunity it presents for professional services marketers to provide tailored, industry-specific guidance as companies implement AI across business functions.”
“In-house counsel and C-suite executives navigating the post-pandemic economy are more focused than ever on content fundamentals,” said Mary K. Young, a partner with Zeughauser Group. “At the same time, decision-makers increasingly rely on digital platforms for obtaining business intelligence—including research on professional services providers for hire. Above all, they’re demanding relevance and utility in the content they consume, especially when it comes to AI, a critical topic in a rapidly digitizing economy.”
Insights in the 2025 State of Digital and Content Marketing report were drawn from a survey of more than 285 in-house counsel and C-suite members between May and July of 2024; respondents included general counsel, CEOs, managing partners, asset managers and other roles across a range of industries.
More information and a full version of the report are available on the Greentarget website at https://greentarget.com/insights/state-of-digital/.
About Greentarget
Greentarget is a strategic public relations firm focused exclusively on the communications needs of highly competitive professional services organizations. We counsel those who counsel the world’s leading businesses and direct smarter conversations among their most important audiences to help deepen the relationships that impact the long-term value of their organizations. For more information, visit www.greentarget.com.
About Zeughauser Group
Zeughauser Group is the firm of choice for legal industry leaders seeking to increase their competitive advantage and profitability, enhance market position, and strengthen organizational culture. For more information, visit www.consultzg.com.