Monthly Archives: May 2017

Deloitte-Forbes study: 1/3 of C-Suite executives prefer reading long-form print content

A 2017 report from Forbes and Deloitte details how top executives prefer to receive business insights.   300 C-suite executives from around the world were surveyed to produce the report, entitled: Thought Leadership in Action: Strategic Content to Help CXO’s Learn and Lead.

Perhaps the most surprising result of the study reveals that despite the tendency for digital media to reduce ideas to brief “sound-bites” — more than one-third of C-Suite executives prefer to read long form content in print.

Key findings of the report include that while C-Suite executives “expect to be able to access content in multiple ways” — the majority benefit from longer formats, including presentations, books and comprehensive papers.

Research-driven content is vital

Bruce Rogers (@Brogers825), Chief Insights Officer of Forbes Media explains that C-Suite executives “want to access longer pieces, which take them from hypothesis, through case studies, to conclusion, and are based on credible data.”  Rodgers noted that “short-form content serves as a gateway to more information.”

Gina Pingitore (@GPingitorePHD), Managing Director, Deloitte Services LP, Deloitte Center for Industry Insights — explained that “thought leadership needs to present [C-suite executives] with data-based insights that are credible, relevant to their organizations and lead to business outcomes” – because “evidence-based decision making is..critical…for setting strategy.”

Print remains an important medium

While content must be designed and distributed via multiple channels – print remains an important medium.   A full half of the C-suite executives surveyed said  it is critical to read long-form business insights.  84% said they would choose offline long-form content.

Professional content producers are important

Results of the study also reflect that “professional publishing and consulting firms produce the most valuable content”.  C-suite executives, the report details, “obtain the most valuable content from organizations capable of analyzing information and then placing it in a narrative context.”

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How a blog can help your business generate more publicity

Competition for available media coverage continues to increase

Competition for available media coverage continues to increase amid a sea of press releases and publicity efforts, according to an article by Ian Felton in SEO Chat.  As a result of this competition, Felton details, it`s “harder than ever for a business to gain much needed publicity.”

“Getting someone to hear the message is half the battle”, Felton explains. “Having the members of the media consider it newsworthy is the other half. Somewhere, there must be another vehicle that can gain the attention of an already swamped news editor. Help for the publicity seeking business person has arrived in the form of the blog.”

And global public relations consultancy Burson-Marsteller has explained the increased importance of blogs to generating news stories:  “Traditional and Social media are being used in increasingly sophisticated ways to draw attention to issues and mobilize opinion; anyone can now broadcast their views instantly and broadly using the panoply of tools freely available. And with journalists and other opinion-formers using blogs, micro-blogs and other web-based media as core tools to track news and trends, seemingly anodyne issues can be amplified instantly.”

Unique features that make blogs useful for public relations efforts

Felton identifies 4 key elements of blog technology that help make it uniquely useful for amplifying your organization’s messages

  1. A blog can provide an instant pipeline directly to interested news media outlets when combined with an RSS news feed, which employs the same technology as stock market and weather forecasts.
  2. A blog is a search engine optimization vehicle requiring minimal additional effort. The regular addition of relevant and keyword rich content provides a powerful boost to your business in the search engines.
  3. Other blogs and blog-based news sites will often link to content they source for information – which increases your exposure.
  4. High-ranking sites send a message of importance to reporters.  Hence, you may well be regularly called upon as a source as a result.

Consistent, sophisticated content will make a blog a regular source of news stories

Making your blog a source of consistent, well-informed opinion will help it grow to be regarded by journalists as a must-read source of expert opinion on your industry and specializations.  But reaching that pinnacle takes very hard work — which organizations must understand and genuinely commit to before embarking upon any blogging effort with such a lofty ambition.

Felton sums up the blog`s importance with a message about authenticity:  “Blogging as a public opinion medium [leaves ‘spin’ behind] and [instead] presents a message in a conversation with the reader…In that sense…blog[s] cultivate public opinion…with increasing transparency.”

Need help with creating content or managing social media?  Click here for more information or to arrange a discussion.