1. Missing the Mark:
Global Content Survey
of Brand Marketers and
their B2B Audiences
Business Executives to Marketers:
Stop Marketing

2. 2
GLOBAL
BUSINESS
EXECUTIVES
We surveyed…
500
2
500GLOBAL
MARKETERS

3. 3
On…
3
HOW
EXECUTIVES
WANT TO
CONSUME
CONTENT MARKETING
HOW
MARKETERS
CREATE

4. 4
GLOBAL BUSINESS
EXECUTIVES ARE
SEEKING
SUBSTANCE.
WE FOUND THAT…

5. 5
of execs are
using content
to research a
new business
idea

6. 6
When content is useful…
Contains timely or
unique information
Helps to understand a complex
issue in simple terms
IT IMPROVES BRAND PERCEPTION

7. 7
But, the hard sell hurts perceptions.
Have been turned off by
content that seemed like
a sales pitch
Have been turned off companies
because their content wasn’t
perceived to be trustworthy

8. 8
MARKETERS ARE
EMPHASISING
SALES.
WE FOUND THAT…

9. 9
of marketers say the
primary reason for
creating content is to
build brand and positive
perceptions of the
company
Marketers understand the
importance of brand.

10. 10
But this isn’t reflected in their approach.
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

11. 11
And many brands are basing success on
sales.
measure the
effectiveness of their
content by the number
of calls from prospects
or customers

12. 12
IT MAY BE TIME TO REVISIT YOUR
STRATEGY
So, as the importance of content
marketing continues to grow.
of companies surveyed plan to MAINTAIN
or INCREASE their investment in content
creation in the coming year.

13. 13
Our respondents helped us to
discover:
The most effective forms of content delivery
How and where executives access content
The one key characteristic of effective content
The key challenges content marketers face
For more insights, visit:
www.flagshipconsulting.co.uk/EIU