Getting Executive-Level Attention
For many B2B digital marketers, getting the attention of executive-level management can be difficult at best. According to a Harvard study, this elusive group spends only 2% of their time with vendors. In this post we’ll explore C-Suite marketing content and strategies to get a little more mind share.
Best C-Suite Marketing Content Is Focused on Outcomes
At the crux of it, this target audience is driven by outcomes. Their jobs depend on it. The best C-Suite marketing content provides the information they need in order to sell and/or defend their ideas. Due to an executive’s busy schedule and laser focus, they quickly toss out sales pitches and unsubstantiated information.
So how do you do accomplish this with kick-ass and credible content that an executive can’t wait to read and use?
1. Credible Facts
Beyond citing sources, use facts from credible and authoritative sources. I’ve found that doing intensive research and quoting multiple sources that supports an insight, raises the value of the content as well as the author. If you think like a journalist and write creatively, you’ve got a better chance of getting the C-suite’s attention.
2. Executive Summary
Can you summarize your content succinctly? Remember these executives barely scan. They’re looking for actionable and substantial information they can use to drive results. Give it to them in a way that’s easy to consume and use.
3. Be Provocative
Have a contrarian perspective? Excellent. State it and then prove your point(s). C-Suite marketing content demonstrates thought leadership. When your content raises the bar of the conversation, you’ve nailed it.
4. Consumed By Big & Small Screens
Executives are über busy. And they are talented at squeezing productivity out of their day. That means they are using their phones, tablets and laptops in and between meetings. C-Suite content marketing is mobile-responsive and capitalizes on each channel’s strengths. For example, if you have a video of a 60-minute keynote, break it down into a 3-minute summary with a link to the longer version.
5. Solve Problems Strategically
While some execs love to wade into the technical and tactical details, the most successful C-Suiters focus on strategy and how it enhances the bottom line. How does your information help grow revenue? Cut costs? Content that positions your solutions to those concerns fare better than comparison sheets. However, that’s a generalization. Your business and how you position content may be different. So, measure its effectiveness with analytics.
Want more insight on C-Suite content marketing? An Content Marketing Institute: How to Reach the C-Suite with Content shares additional information based upon their McFarland Group study of executives and The McKinsey Quarterly.
What other C-Suite content marketing elements have provided you success?
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photo credit – top: Scott Schiller
photo credit – body: Keoni Cabral