C-Suite Content Drives Demand Generation
How effective is hearing directly from top executives has compared to other marketing investments? The data reveals some compelling insights.
We continue to see a decline in trust in traditional Marketing. People are simply tuning out interruptive marketing tactics. And there are less and less opportunities to utilize those tactics as subscription-based content grows.
Trust in advertising has fallen from 90% to just 55% since the 1990s, per Gallup. 61% of people actively avoid ads, per pew research. And this decline in trust has impacted performance. Click-through rates on display ads fell to 0.35% in 2021, down from 0.46% in 2020, per MediaRadar. 79% of CMOs believe their marketing is only somewhat effective or worse, per Fournaise.
As skepticism rises, traditional tactics falter.
Demand for Authenticity
96% of consumers dislike irrelevant content from brands, per Ascend2 and 72% feel marketed to excessively according to Segment. No mystery here, right? People crave authenticity from real leaders they can trust.
“4 out of 5 people find content directly from executives more trustworthy,”
C-Suite Content Outperforms.
Content from executives achieve 59% higher engagement versus other branded content, per Skyword. This higher performance also impacts revenue. Companies with a focus on executive thought leadership enjoy 46% faster company growth, per Edelman. The stats clearly show C-suite created content converts. User-generated content drives 2X more conversion than branded content, per Stackla. And executive content leads to 28% faster revenue growth, per Chief Executive. When it comes to breeding loyalty and advocacy, leadership-driven content is exponentially more effective.
The Takeaway, In today's skeptical environment, marketing directly from leadership resonates. Strategic content that spotlights executive perspectives converts audiences into loyal brand advocates.
To learn more about the proven impact of executive thought leadership schedule some time to see how we can help.