How to engage business audiences effectively
YOUR AUDIENCE
When thinking about the target audience for your thought leadership, it is important to bear in mind that big purchasing decisions within large corporations are typically made across a leadership team.
Depending on the objectives, messaging and the nature of your client base, it might be best to target the C-suite, or another group entirely.
TARGETING TOP DECISION MAKERS
The C-suite is the most in-demand audience for thought leadership, and with good reason.
But they are time-poor and hard to reach, as our research shows:
Executives spend 5 hours per week consuming intelligent content.
But you may only have 30 seconds to make an impact.
KNOW THEIR AGENDA
How can you reach the C-suite effectively? The same research says you need to make it relevant to their agenda.
Decision-makers are most likely to engage with your content if it addresses their specific problems.
Top three questions decision makers ask when deciding whether to read your thought leadership:
The way to get my attention is through credibly telling a story.
Catherine Bessant Chief Operations and Technology Officer, Bank of America
We're living in an era of storytelling. Content is critical.
Goldy Hyder President and CEO, The Business Council of Canada