Ted Bauer, an excellent blogger who writes about marketing among other interesting topics, states that C-Suite execs (e.g. CEOs, CDOs, CIOs, etc - you get the idea) don't have time to read the case studies, white papers, blogs, etc that many organisations now produce.
I would argue that many of us (not only C-Suite execs) don't have time either! In spite of this, I do take the time to read blogs, etc (like Ted's!) that provide interesting, useful information and help me do my job better or keep me informed.
So I think that's the key - C-Suite execs, their Senior VPs and the rest of us will take the time to read content that makes us think and provides useful information.
Tip: Please do post your useful blogs on your LinkedIn profile as a 'long-form' post. Viewers of your profile will see that you know your topic and offer useful insights and advice.
Key takeaway? Think before you produce content. Is it actually useful for your key target market? If not, bin it.
So please, please, please — do not say with a straight face to anyone that your content is read by a C-Suite audience, or that your white papers, E-Books, and blogs are consumed by the C-Suite. They’re not. Here’s how the game really works: The C-Suite has gatekeepers These are traditionally SVPs or long-tenured employees or admins Those are the people that read the white papers and the blogs and the Fast Company links You hit those people and maybe the stuff gets in front of someone in the C-Suite It’s all about gatekeepers, though Any sales advice / targeting concept for the C-Suite is all about gatekeepers, too — you’re not targeting a CFO, per se; you’re targeting the person with the CFO’s ear who can convince the harried CFO that this is a good idea/service/product