As marketers, we always want to earn the attention of key decision makers. But those key decision makers, the c-level executives leading companies, are pressed for time and are pulled in many different directions. When it comes to content marketing, most of the c-suite is confused or overwhelmed by the amount of content they are presented with.
A recent research study by the Economist Group, found that 80 percent of marketers plan to increase thought-leadership production over the next 12-months. However, the decision-makers that marketers are trying to reach are more selective than ever in the content they consume. In fact, 75% of the c-suite surveyed reported they were much more selective in what they spend their time reading.
So, how can you market into the C-Suite more effectively?
It starts by taking a close look at what the target audience is really looking for from the content do consume.
Marketers are poor listeners!
As noted in the chart above, the C-Suite cares about research analysis and credible data. However, when asked about content marketing plans and objectives, marketers reported a more self-serving agenda:
- The goal for 47% of respondents was to differentiate themselves from their competitors.
- 42% reported their goal was to gain company recognition.
- Only 28% reported their goal was to help their audience become more knowledgeable.
- Marketers need to think about what the target audience wants.
Provide knowledge and value to the C-Suite or else they will never read your message! If you focus on just differentiating yourself from the competition, you may instead alienate your target audience.
- Invest in good quality content that is research-based and data driven.
Conducting surveys and leveraging outside studies is a great place to start. It will not only offer value to your target audience – but it will greatly increase the chance that the C-Suite will be willing to talk with you.
- Stop selling.
In this study, survey respondents described unimpressive thought-leadership as “sales-driven” and “biased.” Leave the sales talk at home and provide value – the sales will come organically if you do!
Looking for content marketing support?
BARQAR Marketing offers a team of over 50 writers with a wide range of industry expertise to help create compelling content marketing that gets results. If you’re looking for help generating great thought-leadership content that adds value for your target audience, contact us today.