The elusive C-suite — content that cuts through

Are you achieving cut-through with your content? Two thirds of the C-suite couldn’t care less about branded content. Raconteur surveyed over 500 European C-suites to understand the drivers and barriers to content consumption, to provide actionable ways for brands to future-proof their content marketing strategies. 

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European C-suites

Our respondents hold some of the most influential C-suite roles, ranging from traditional positions such as CEO and CFO to newer titles such as CIO and CTO. 

26% 32% 16% 13% 8% 1% 4%
Chief Executive Officer
Chief Financial Officer
Chief Operating Officer
Chief Information
Chief Marketing Officer
Chief Customer Officer
Chief Commercial Officer

We surveyed an equal split of respondents in the UK and Ireland, Northern Europe, Eastern Europe and Southern Europe. 

Nordics  Eastern Europe  Southern Europe  Western Europe  UK and Ireland 

The respondents all work in key B2B industries, represented below. 

  • Automotive
  • Financial services
  • Retail
  • FMCG
  • Natural resources
  • Healthcare
  • Manufacturing & Construction
  • Public sector
  • Professional & business services
  • Technology
  • Media
  • Telecoms

The research revealed four key insights from the C- suite around what makes them engage with branded content and thought leadership.

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The power of partnerships

51% think content produced by brands lack credibility

Partnerships can hold the key to increasing the credibility of your content

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Defining an editorial position

71% think branded content is boring, expected and repetitive

Standing out from the competition comes down to having an ownable point of view

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The importance of design

According to 57%, most brands don’t take design seriously enough

Investing in excellent design is a quick win to engage the C-suite

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Long-form vs Short-form

70% do not believe that the future of content is short — form

In a world obsessed with micro-content, the majority of C-suites are still looking for in-depth thought leadership to engage them

 The elusive C-suite — content that cuts through