By Kenny Gary
As the 2025 Association of Corporate Counsel (ACC) Annual Meeting approaches next month in Philadelphia, law firms and legal service providers are asking a familiar question: how do we break through to general counsel? The answer is not more content—it’s smarter, more relevant content that earns trust and meets corporate counsel where they are.
That’s exactly what we’re exploring in the LIMELIGHT/JD Supra “Trust, Relevance, and AI” survey of general counsel and senior in-house leaders. While the full findings will be published this fall, early responses—combined with broader industry benchmarks—already point to clear preferences in how corporate counsel want to engage with thought leadership.
Brevity, Clarity, and Real-World Application
In-house lawyers operate under constant pressure and don’t have the luxury of parsing dense legal analysis. Our survey reinforces what other research has shown: counsel value content that is concise, easy to absorb, and tied directly to business outcomes. According to LinkedIn’s 2024 B2B Thought Leadership Impact Report, 64% of decision-makers are more likely to trust an organization when its insights are backed by evidence and case studies. For GCs, that proof is not optional—it’s the currency of credibility.
Accessibility Over Gating
Form fills and paywalls remain a major source of frustration. When exploring new perspectives, corporate counsel prefer ungated access that allows them to sample content freely. The most effective firms follow a two-step approach: first, provide open access to insights; then, create thoughtful opportunities for deeper engagement once trust is established.
The Right Formats for the Right Audience
While in-depth reports have their place, the formats gaining traction are those that respect limited time. Firm blog posts, webinars, CLEs are among the most valued, especially when they highlight peer-to-peer perspectives rather than marketing jargon. Counsel increasingly seek content that fits seamlessly into their workflows, whether that means a quick read between meetings or an on-demand listen during a commute.
Trust in the AI Era
Perhaps the most pressing theme is how AI is changing perceptions of authenticity. Corporate counsel are wary of generic or mass-produced content, and they reward thought leadership that demonstrates human expertise, transparency, and authorship. The firms that will stand out are those that harness AI to enhance distribution and discoverability while keeping expert voices at the center.
Why This Matters Now
As we prepare for the conversations at the ACC Annual Meeting, the implications are clear: general counsel are not asking for more volume. They are asking for trusted, relevant, and actionable content delivered in the right way. For firms willing to adapt, this is a real opportunity to build influence and deepen relationships.
The LIMELIGHT/JD Supra survey is still open, and we invite you to participate and share it with your networks. Together, we’ll surface insights that not only inform how firms engage with GCs today but also how they can earn trust in an AI-driven tomorrow.