Study: Which types of content do industry leaders consume?
Is your goal to connect with decision makers and heavy hitters in your niche? New research offers insight into what top executives are looking for in their content diet.
Your content is only as important as the person who reads it.
That means many content creators are looking to attract high-level executives with the decision-making power to buy services or change an organization’s trajectory. You want to speak directly to top-level leaders and affect their choices; that means offering them something they want or need.
In a new study from Greentarget and the Zeughauser Group, researchers asked more than 100 executives where they found content and what kinds of stories made them engage.
Email’s enduring importance
The study reveals that executives still rely heavily on email to learn about the latest trends and topics in their industry. Fifty-five percent report consuming content from emails daily, and 52 percent report relying daily on traditional media such as newspapers.
Don’t sleep on new platforms, though. Thirty-five percent say they check social media daily.
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