Clients are barraged by legal alerts and articles sent to them by well meaning lawyers. Sending information which informs the client on a subject that they have been informed about by numerous others, runs the risk of irritating clients. How can you ensure your communications are valuable to company managers? Better yet, how can you encourage the internal sharing of your information within the company? Content that goes viral inside a company is a powerful reputation builder. This article reviews the challenges of content marketing and presents a simple model to help attorneys develop content that is read and spread. Includes a worksheet you can use to evaluate your own content.