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C-suite content consumption trends—here’s what they’re looking for

by | Aug 9, 2018 | Public Relations

In this age of information overload, C-level officers are turning to publishers for help sorting through the vast quantities of content coming across their screens to find the information and insights that will help them do their jobs, according to new research from B2B PR agency Greentarget.

The firm’s new survey of C-suite execs, State of Digital & Content Marketing Survey—Professional Services Edition, asked executives about their content consumption behaviors and preferences, seeking to help professional services marketers better understand an audience that in many cases drives B2B purchasing decisions.

C-suite content consumption trends—here’s what they’re looking for

The results depict a C-suite in search of expert curation that can help them quickly locate and consume content they find useful

“The strain of information overload is apparent in our data,” said John Corey, founding partner of Greentarget, in a news release. “Professional services firms have a clear opportunity to help executives sort through the noise—by carefully creating and curating the most relevant, useful information and delivering it through the C-suite’s preferred channels.”

C-suite content consumption trends—here’s what they’re looking for

Insights from the report include:

C-level officers want content that helps them do their jobs

Nearly three quarters of executives say utility is the attribute that most attracts them to content they consume most frequently.

The C-suite relies heavily on email and traditional media

More than half get their content in each of those places every day. By contrast, only 35 percent say they turn to social media for content daily. The clear implication is that executives want help sorting through the vast ocean of content, and they rely on curated email and professional editors to curate the information and insights that matter most.

Email works, but the content needs to improve

Articles, alerts and other email mechanisms still present the best opportunity to reach C-suite buyers. More than half of executives say they get content from email daily, more than any other channel. Only 19 percent, however, consider the content they get in emails “very valuable.”

Social media fails to deliver

The amount of time executives spend on social media is vastly greater than the value they get from it. About a third of C-suite officers say they use social media every day, but only 17 percent consider the content they find there very valuable – and 10 percent say it has no value at all.

Branded publications an opportunity

Executives see value in firm publications, if the publications are planned and executed well. Half of C-level officers say they find value in vendor publications such as PwC’s strategy+business or Berkeley Research Group’s ThinkSet magazine.

C-level officers also like content that’s visual and interactive

Forty-four percent of executives say they prefer to get content in the form of infographics and interactive charts. In-person events also rank near the top of the C-suite’s preferred channels.

Professional services firms must raise their content games

Only 31 percent of C-suite officers rate the content created by those firms as “very good,” and 38 percent find it barely satisfactory.

The report, produced for the first time in 2018, also draws insightful comparisons to Greentarget’s 2018 State of Digital & Content Marketing Survey, which analyzes the content consumption behaviors and preferences of in-house counsel.

C-suite content consumption trends—here’s what they’re looking for

Which content works best?

Compared to their colleagues in the legal department, C-suite officers prefer more visual and interactive content, find email less valuable and are less interested in podcasts. These differences may reflect the unique nature of legal work, which leans on words for analysis of legal concepts as they relate to peculiar sets of facts; CEOs, CFOs and other C-suite denizens, by contrast, more often seek insights and conclusions drawn from large data sets, and frequently demand crisp, bottom-line answers that skip the deep context and reasoning.

C-suite content consumption trends—here’s what they’re looking for

The report also breaks down the attributes that executives value most, and least, among various content vehicles. While executives want to read articles that are relevant, educational and timely, for example, when they attend events they prefer an interactive component in addition to relevant and educational content.

Download the full report here.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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