SPOILER: it’s not always the same thing. Sure, they work at the same company and in the same industry. They’re both target audiences as you promote your firm. However, the way general counsel prefer their content is different than c-suite executives.

It is not about maximizing efficiency by using the same content to reach all your target audiences. What’s the point of maximizing efficiency if the content isn’t being read?

According to a recent survey entitled the “State of Digital and Content Marketing,” produced by Zueghauser Group and Greentarget, there is one distinguishing trait that both general counsel and c-suite executives say is the most attractive attribute of content: UTILITY.

Utility is about more than just defining the issue. Odds are pretty good that they already know what the issues are and that’s why they’re interested in reading about it. They want to find out what to do about it. It turns out, however, that they define utility quite differently.

Content Preferences: How In-House Counsel and C-Suite Executives Compare, 2019 State of Digital and Content Marketing Survey

C-Suites:
This is a group that values information it can digest quickly and can turn into action:

  • Value relevance of content
  • Biggest content issues: Not actionable, not timely, not strategic
  • Value traditional media most, then publications and website covering profession
  • Content preferences:
    • Interactive charts
    • Conferences, presentations, webinars
    • Articles
    • Email newsletters
    • Research reports
  • Use social media more than service provider websites

GCs:
Have more of a desire to dive deeper on a particular subject, as long as the content is perceived as unbiased

  • Educational content favored
  • Most commonly cited issue with content is that it is too salesy
  • Values traditional media most, then publications and websites covering profession
  • Content preferences:
    • Articles
    • Conferences, presentations, webinars
    • Email newsletters
    • Interactive charts
    • Podcasts