Reaching C-suites with content marketing
How effective is content marketing to reach and influence decision-makers? Two thirds of executives couldn’t care less about branded content. Raconteur surveyed over 500 European C-suites on their content preferences, with expert commentary from Freddie Ossberg, Jason Miller, Tom Goodwin and Mark Schaefer.
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.
We surveyed an equal split of respondents in the UK and Ireland, Northern Europe, Eastern Europe and Southern Europe.
The respondents all work in key B2B industries, represented below.
- Financial services
- Natural resources
- Manufacturing & Construction
- Public sector
- Professional & business services
What they told us:
The research revealed four key insights from the C- suite around what makes them engage with branded content and thought leadership.
The power of partnerships
51% think content produced by brands lack credibility
Partnerships can hold the key to increasing the credibility of your content
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
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
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