Match Marketing Content to Executive's Media Preferences

I was asked recently, via Twitter, what type of content I recommend my clients use. My reply was that it depended upon what the client's buyers needed and wanted. Even more important, in my opinion, is to get the focus right. If your content is addressing your buyers' concerns, interests and priorities, it's going to be considered valuable.

However, different strokes for different folks is a good rule of thumb. People have preferences for how they consume information and the best way to ensure you reach the stakeholders you target means you should provide content in a variety of formats they embrace. In this case, we're talking about senior executives.

A recent issue of BtoB Magazine included the article, Study examines global executive's media consumption (unfortunately I couldn't find a link to an online version). The study was conducted by Financial Times and b-to-b agency Doremus New York via an online survey of 338 global senior executives in Q4 2008.

Here are some of the media preference findings:

• 55% consume 75% of work-related media electronically.
• Offline media consumption during the work day includes industry trade journals (43%) and general business publications (25%).
• 34% go online after work hours.
• 65% of the most savvy users of technology use professional networking sites (technophiles are only 15% of the group overall).

As for specific types of content consumption:

• 77% listen to webinars
• 58% read blogs
• 56% watch streaming video
• 41% listen to podcasts
• 25% contribute to blogs
• 20% belong to social networking sites

As for mobile, well they mostly do banking and manage investments. In fact, when asked about their receptivity to ads on their mobile phones, 70% said NO, but 18% said they'd take ads if they got service discounts in exchange. So, it's going to cost you if you want to target execs with ads via their mobile devices—either through deletes or discounts.

As you can see, executives embrace a variety of media which means you need to accommodate them with your content delivery. What I found interesting about this study is that it didn't address white papers, enewsletters, articles or websites - all of which other research firms (like IDC, Forrester and KnowledgeStorm) have learned executives find valuable.

Although a qualifier could be the reason they're looking for access to information in the first place. General business information vs. buying knowledge could be considered differently.

What's important to note in this study is that it appears executives are indeed engaging in online media, even participating. In fact, 9% of them own a blog. It's definitely worth considering combining custom media with a variety of presentation formats to catch the attention and extend the engagement of executive stakeholders.

Another question I'd like answered is: Since execs are contributing to blogs, as well as writing them, does this mean the value consideration for blogs is growing? Blogs have reported low on the value scale in many reports, which seems askew to what I'm hearing and seeing.

Just one little caveat. Before you run out and commission videos and podcasts and other formats, or launch a blog, take a listen to your customers and buyers and learn what kind of media they prefer. After all, your buyers are not all buyers. 

A beautifully shot, entertaining and informative video is just a waste of money unless the people you need to reach will watch it. Remember to focus on getting the right kind of attention—from those who could buy from you—instead of just anyone. All clicks are not of equal value.

Be sure to ask, listen and learn before you leap into the production of new formats. Adding to the variety of formats for content delivery is definitely worthy of your attention.

Comments

[Affiliate Marketing Network]

Good info!!! very interesting!!!

[Online pharmacy]

Adding to the variety of formats for content delivery is definitely worthy of your attention.Thanks!!

[Prescription Drugs]

I was asked recently, via Twitter, what type of content I recommend my clients use.

[Midlife Crisis]

interesting point of view I will apply some of your advises in my business.

[Jelqing Exercises]

This marketing guide will be useful only if you have an excellent team work

[Donde Invertir]

Interesting point of view!!!