Your content is stuck in the 'forgettable middle'... what are you doing about it?

I regularly work with senior marketers all trying to reach the C-suite. Everyone is searching for the silver bullet, but in most cases they are struggling to keep up with constantly changing trends.

Getting CEOs, CMOs and CFOs to buy from you without mentioning the word ‘Sell’ is bloody difficult. However, there is an overwhelming argument to say the answer lies in content marketing. Recent research from Edelman and LinkedIn shows that over 50 per cent of C-suites have granted new business to vendors based on their content.

The key comes down to not being too salesy or promotional and adding genuine value. Two-thirds of the C-suites we surveyed in our latest research said that the biggest turn-off when it comes to branded content is the fact that it’s boring, predictable, and repetitive.

In an age where competition for attention is fiercer than ever, too many brands are playing it safe and ending up in the ‘forgettable middle’.

How should brands wanting to reach the C-suite with content proceed? As a part of Raconteur’s latest content hub in partnership with thetimes.co.uk, we interviewed Freddie Ossberg, CEO & Founder of Raconteur, and Joshua Gaff, Country Manager at LinkedIn, to find out what moves the needle.

The answer? Raconteur’s research points to four key areas that marketers looking to sway the C-suite should focus on:

1. Build credibility through partnerships. 51% of the C-suite we surveyed think content produced by brands lacks credibility. Partnerships with academia, influencers and publishers hold the key to increasing the credibility of your content. Our recent partnership with thetimes.co.uk and the Institute of Directors is a good example of joining together to create better content and serving it to an audience for whom it’s relevant, useful and editorially-led.
2. Have a voice. 71% of C-suites think branded content is boring, expected and repetitive. With increasing competition, it’s never been more important to differentiate your brand with an ownable point of view and a perspective your audience can relate to. This always strikes me as odd. B2C brands have been pushing boundaries for years yet it seems B2B brands have been left in the dark ages. Too many B2B brands are afraid to take a stand - but those who do reap the rewards. The Fearless Girl - a winner at this year’s Cannes Lions - shows the impact of (literally) taking a stance.
3. Invest in design. The battle for attention is usually won or lost within the first few seconds. According to 57% of C-suites, most brands don’t take design seriously enough and cite it as the number one factor for engagement. This often involves taking a bold approach and being prepared to challenge old brand guidelines. Just look at the new F1 identity, crafted by Wieden + Kennedy, which overthrew its 23-year-old predecessor in favour of something sleek, slick and sharp to engage new audiences.
4. Long-form content is key. In a world obsessed with micro-content for news and lifestyle content, the majority (70%) of C-suites still prefer in-depth, long-form thought leadership. Don’t be swayed by the Twitter naysayers - despite the intuition of many brands to get shorter and snappier, long-form is far from dead. 2017 has seen the rise of book sales, uptake of hour-long podcasts, and David Attenborough’s ‘The Blue Planet’ is the most watched programme on the telly. If your content is good enough, it can stand the test of long-form.

Learn more about Raconteur’s research here