Content That Gets C-Suite’s Attention

Most times it feels impossible to reach the C-suite and getting their attention with your content piece is also a challenge in itself. So if you are assigned to write an article that would make them read your content and take the action you wish, you may feel nervous. It becomes stressful to initiate the process of where to begin, what topic to choose, and how it should be designed.?

But first, who is included in the C-suite? The C in the C-suite or C-level is derived from the word ‘Chief’ and they mostly include all the high-ranking executives. These executives are mostly chief executive officers, chief operating officers, chief financial officers, and more. They are the key decision-makers and curating content that gets their attention becomes crucial. The reason is that this visibility and reach can provide you with greater business opportunities and drive growth.?

Topics to Focus on When Creating Content for C-Suite

When marketers keep in mind the following points, their content sends the right messaging and value proposition in front of their target audience.?

Content That Speaks About Growth and Innovation

C-level executives are always on the search for content that addresses specific needs and brings new opportunities for their organization. So if your content includes new trends, or speaks about changing technologies and how they can help businesses drive growth, they will engage with your content. Innovation brings in efficiency and this can benefit an organization. Therefore, content pieces on AI, modern tools, or similar topics can also get their attention.?

Content that Drives Credibility?

Hard facts and truths bring credibility to your content and top-level executives work on the credibility of the organization and content. So using factual data from surveys, reports, or third-party analyses can provide you with data for your content piece.?

Peer-based insights, success, and failure stories can get you their attention. Also, story-telling is a vital part of content marketing since it resonates with most humans and has high recalling value.

Content on Critical Issues

To build your credibility in the eyes of C-suite, try to provide timely and insightful information on issues that matter to them. Choose topics relevant to their industry, job roles, and the existing challenges. These may include:

• Key transformation in digital trends that alter business’s course
• Boosting infrastructure for smooth functioning and collaboration?
• Productivity hacks?
• Cost-cutting and budgets?
• Growing revenue?

Case studies, use cases and short summaries can gain attention from the C-level executives if you choose the topics correctly and effectively.?

Content That is Beyond Wisdom

C-suite requires content that is thought-provoking and shows a future vision. They seek surprising, intriguing, and useful ideas that open doors to many future possibilities in their respective industry. Find ways to gather information on the challenges faced by the executives and provide a thoughtful solution that is unique and not limited.?

Content Which Reduces Risk

Risk management or risk control is one of the top priorities for C-suite executives in their organizations. Focusing on this section can help you gain their attention. Solutions that present significant risk management can become a bigger part of your content. Also, preventative or security measures content work ideally. You can highlight your organization’s tools or services if they reduce risk or enhance safety.?

Tips to Reach the C-Suite with Content

Here are a few tips to keep in mind while curating content pieces for C-suite.?

Research, Research, Research?

For this section of executives, you need to go beyond creating a buyer’s persona. Your research is mostly like having one-on-one conversation with a CEO. Listening intently to their interests, goals, and challenges will allow you to understand their specific needs. You can furthermore communicate more effectively and create successful content that speaks directly to your prospect.

Convert Information into Content Pillars

Since you have done complete research, you will have pools of valuable information and insights. Now you have to segment topics that have a natural point of connection where what you provide and what they like intertwine. Try to compile these content pillars and keep them broad.?

What and How Do You Want to Say It?

Use your knowledge of that person to identify the issues or opportunities on which you can provide insight or advice. Then, craft a narrative that paints a picture of the challenges they face and how you can provide solutions.?

Also, how do you want to say it is the key. So decide on an approach and create a specific piece of content to support it. This could be a piece of original research or an online event curated to the prospect’s business objectives and goals.??

Best Time to Send Your Content to the C-suite

Timing is pivotal when reaching a C-suite executive if you want them to engage with your content and take action.?

Avoid Mondays and Fridays

Mondays are mostly hectic for the executives as they have to keep up with the emails and meetings from the previous week. So it is best to not send anything on Mondays. Moreover, Friday is the end of the working week and they have to wrap up everything or schedule whatever is remaining for Monday. So don’t send your content on Friday.?

Midweek is Ideal

Midweek can work as these days are less hectic and give them time to engage with your content. Also on Tuesdays, Wednesdays, and Thursdays, you get ample time to follow up with them. Weekends and public holidays cannot work as they mostly do not see anything related to work.?

Consider the Timezones

If you are targeting executives in different time zones, research the best time to reach them based on the locations. You want to make sure your content is received during normal business hours. Early mornings and late afternoons are often busy times, so it’s appropriate to send your content piece during mid-morning or mid-afternoon.

About the Orange Draft

The Orange Draft is UnboundB2B’s bi-weekly newsletter on LinkedIn, featuring pieces beyond regular blogs. We try to cover the lesser-known topics that are ideal for marketing but don’t get the deserved limelight. We aim to keep it conversational and simple. So feel free to share some perspectives, opinions, and thoughts. Do let us know if you have any topics in mind, you would like us to cover.?