The volume of content created by both law and accounting firms has more than doubled in the past three years. But despite this fact, shares of accounting firm content have dropped by 30%, while shares of law firm content have risen by 3%.
This was the central and most mysterious finding from our new report "Attorneys vs Accountants: The Content Battle Wages On," in which we studied the websites of the top 100 law and accounting firms in the United States and used BuzzSumo to analyze and compare the number of shares the two industries were receiving.
To understand the data we interviewed thought leaders from across the legal and accounting industries as well as SEO and social media experts. We assimilated their insights with market research to address questions such as:
- How is "content shock" impacting professional services and what can firms do about it?
- Is automation and AI helping or hurting content marketing?
- What is "dark social" and how will it impact the future of marketing?
- What will the content of the future look like?