Yes, Senior Executives Are Looking for Your Content

One of the biggest questions I receive on my travels is about whether senior executives (the C-Suite) search the internet to find information.  The thought is this: senior-level decision makers farm out looking for information to others, or they rely on traditional marketing channels to gather their buying information.

This latest research study from Forbes and Google (registration required to get PDF report) found that C-level decision makers do in fact use the Internet to gather buying information. The survey polled 354 senior executives at organizations with more than $1 billion in revenues.

Here are some of the key findings:

• Most executives search the Internet daily.
• 60%+ rely on search engines.
• 30% of executives under 50 leverage their social networks.
• 70% use the Internet more frequently versus traditional print or broadcast media.
• 80% either search for buying information themselves or gather the initial information to pass to others.
• Video is becoming much more important as an information source.
• More than 50% of executives under 50 use Twitter several times a week.

It's worth the registration for the report. 

Point is this: Are you providing consistent content marketing on the web for these decision-makers to find?

Comments

[Caroline]

Thanks for sharing this study. It's makes the case for marketers (especially those in B2B) to produce and share solid content and engage in inbound marketing.

[Paul McKeon]

For content marketers, it is encouraging to see that the C-suite does its own research. Internet searches are easy, and social media doesn't lend itself to being delegated to assistants. That means marketers will reach real decision makers directly if they distribute their content in the media that suits the audience.

On http://www.contentfactor.com/blog I summarized some additional points of interest to b-to-b content marketers. Thanks, Joe, for blogging this study.

[Acai berry]

Thank you for another great article. Where else could anyone get that kind of information in such a perfect way of writing? I have a presentation next week, and I am on the look for such information.