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.
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.
You might get good SEO results from your content marketing strategy, but data suggest your owned media isn’t reaching executives unless it’s filtered through another source. Only 3 percent report checking vendor publications daily, demonstrating that earned media still should be the focus of your B2B public relations efforts.
What executives value
For leaders, traditional media still is the top dog when it comes to reliability, trustworthiness and clout. Asked what content sources are most valuable, 35 percent cite outlets such as The Wall Street Journal. Industry association
Read more here: http://www.prdaily.com/Main/Articles/eea404fa-6a06-4e5d-812c-5c41fc69de85.aspx