Reaching C‑suites with Content Marketing

How effective is content marketing to reach and influence decision-makers? Raconteur surveyed over 500 European C-suites on their content preferences, with expert commentary from Freddie Ossberg, Jason Miller, Tom Goodwin and Mark Schaefer.


European C-suites

Our respondents hold some of the most influential C-suite roles, ranging from positions such as CEO and CFO to CIO and CTO.

26% 32% 16% 13% 8% 1% 4%
Chief Executive Officer
Chief Financial Officer
Chief Operating Officer
Chief Information Officer
Chief Marketing Officer
Chief Customer Officer
Chief Commercial Officer

We surveyed an equal split of respondents in the UK and Ireland, Nordics, Western Europe, Eastern Europe and Southern Europe.

Nordics Eastern Europe Southern Europe Western Europe UK and Ireland

The respondents all work in key B2B industries, represented below.

  • Automotive
  • Financial services
  • Retail
  • FMCG
  • Natural resources
  • Healthcare
  • Manufacturing & Construction
  • Public sector
  • Professional & business services
  • Technology
  • Media
  • Telecoms

The research revealed four key insights from the C- suite around what makes them engage with branded content and thought leadership.


The power of partnerships

51% think content produced by brands lack credibility

Partnerships can hold the key to increasing the credibility of your content


Defining an editorial position

71% think branded content is boring, expected and repetitive

Standing out from the competition comes down to having an ownable point of view


The importance of design

According to 57%, most brands don’t take design seriously enough

Investing in excellent design is a quick win to engage the C-suite


Long-form vs Short-form

70% do not believe that the future of content is short - form

In a world obsessed with micro-content, the majority of C-suites are still looking for in-depth thought leadership to engage them

 Reaching C‑suites with Content Marketing