1

75%of marketers will be responsible for

the customer experience in 3-5 years

AGE OF ENGAGEMENT

Marketers put the

BRAND at the center

Publishers put the

READER at the center

MORE MARKETERS

ARE BECOMING

PUBLISHERS

INTERVIEWED MARKETERS AND AUDIENCE

3

MARKETERS GLOBAL C-SUITE

EXECUTIVESMILLENIALS

CONTENT IS MISSING THE MARK

MARKETERS SELL

connect their content directly to a product or

service 93%

75% say that mentions of their products and services

are a frequent part of their content strategy

measure the effectiveness of their content by

the number of calls from prospects or customers 70%

Turn to content to: “Research a business idea” – 75%

AUDIENCE HATE TO BE SOLD

TO

Main reason content is turned down?

“Seemed like a sales pitch” – 60%

6

VIDEO IS KING?

75% prefer text over video or audio

Articles

Research reports

Videos

MILLENNIALS

GLOBAL

C-SUITE

EXECUTIVES

76%

65%

12% (#10)

60%

30%

21% (#3)

Preferred content format:

VIDEO IS KING?

……………………………………………………………………

……………………………………………………………………

Time spent on business content per week:

SENIOR EXECUTIVES PREFER LONGER FORM

GLOBAL C-SUITE EXECUTIVES:

More than 4 hoursMILLENNIALS:

Less than 4 hours

MOBILE IS THE WAY TO CONNECT?

67% of audience turn to web

MOBILE IS THE WAY TO CONNECT?

71% laptop/desktop

14% smartphone

10% tablet

DEVICE USED TO CONSUME CONTENT:

……………………………………………………………………

GLOBAL C-SUITE EXECUTIVES:

Media Outlet

WHO TO TRUST?#1 source of trustworthy content

MILLENNIALS:

Work Colleagues

Social Networks (#3)

C-SUITE GREW UP IN DUAL QUALITY

LANDSCAPE

MILLENIALS ARE SHAPED BY A

PROLIFERATED LANDSCAPE