What makes content material successfully stand out for the shoppers {of professional} providers corporations in at this time’s unstable financial and geopolitical panorama? A brand new analysis examine from strategic communications agency Greentarget and consulting agency Zeughauser Group finds that govt choice makers nonetheless favor conventional media and different editorial-filtered sources, however C-suite execs and in-house counsel have additionally deepened their digital focus since COVID-19, and are in search of extra enterprise intelligence and interactions on-line.
The newly launched 2022 State of Digital & Content material Advertising and marketing Survey, the primary iteration of the survey since 2019 and the tenth general, reveals vital findings concerning the preferences of choice makers who’re the supposed customers of content material from skilled providers corporations—at a time when the blistering tempo of stories and sheer quantity of data on-line is making it tougher than ever to interrupt via to these vital audiences. The researchers additionally uncovered new enterprise priorities for in-house counsel and C-suite execs, together with a robust concentrate on range, fairness, and inclusion (DEI) that’s driving demand for added content material in that space.
“The occasions of the previous three years have modified how authorized and govt choice makers hunt down and eat info—and strengthened what they discover most useful about that content material,” stated John Corey, Greentarget’s president and founding associate, in a information launch. “DEI is new floor for this analysis, and we’re excited to convey these findings to gentle and facilitate a considerate dialog concerning the want for steerage and insights on these pressing matters.”
The survey examines the content material decisions and tendencies of 200 in-house counsel and C-suite members, two teams that exert sturdy affect over hiring of legislation corporations and consulting, accounting and different skilled providers corporations. As in previous iterations, this 12 months’s report additionally compares their views with these of chief advertising and marketing officers {of professional} providers suppliers, to determine white area between what content material these choice makers crave, and the extent to which their exterior legislation and advisory corporations are satisfying these wants.
Key findings embody:
Resolution makers proceed to worth trusted editors and established retailers to sift via the noise and inform what issues most for them and their companies
Each in-house counsel and C-suite members discover conventional media almost as precious in 2022 as they did in 2019, with the class rating No. 1 for the previous group, and No. 2 for the latter group, behind publications and web sites overlaying their occupation. Legislation agency entrepreneurs are shifting gears accordingly: in 2022, 94 p.c of CMOs stated conventional media was an vital distribution channel/supply for advertising and marketing their agency, up from 67 p.c in 2019.
Utility stays essentially the most precious attribute for content material, demonstrating the continued significance of content material that tells busy executives what they should know—and what to do with that info
Each teams choose articles above all different content material sorts. Conferences/webinars and analysis stories additionally cracked the highest three for every group, with choice makers favoring content material that’s academic, related, and simple to learn and entry.
The pandemic accelerated the digital shift documented in our earlier analysis.
Resolution makers more and more favor digital occasions and webinars, with C-suite members putting extra worth on video and podcasts than in-house counsel. The pandemic additionally drove new priorities for time-crunched executives working in largely distant environments, placing a premium on video content material that’s straightforward to view and temporary.
Most notably, LinkedIn’s recognition has surged amongst govt choice makers
The enterprise networking website is making inroads each as a content material supply, and likewise as a valued distribution platform for in-house counsel and C-suite members who more and more see the networking website delivering info curated to their wants and pursuits.
Thought management and credentialing exercise, performed nicely, is more and more vital to choice makers when researching exterior legislation {and professional} providers corporations for potential rent
In-house counsel and C-suite members are more and more visiting thought management web sites and blogs. Seventy p.c of in-house counsel stated these on-line retailers have been a precious supply of content material in 2022, up from 57 p.c in 2019. Amongst C-suites, 63 p.c cited them as precious, in comparison with 50 p.c earlier than the pandemic. Greater than two-thirds of respondents (71 p.c of in-house counsel; 69 p.c of C-suite members) cited articles and speeches from thought leaders as a vital issue with regards to researching legislation corporations {and professional} service suppliers for potential rent.
“CMOs and their groups are consuming from a firehouse with regards to content material–after three years of historic upheavals in enterprise priorities and communications,” stated Mary Okay. Younger, a associate with Zeughauser Group, within the launch. “From the continued significance of conventional media to thought management content material that showcases what you are promoting, there are classes right here for entrepreneurs and the corporations they service that may assist them adapt to this modified world–with the last word objective of accelerating the ROI on their efforts.”
