Research: What Content Senior Executives Consume

Henry McIntosh
2 days ago
17 min read

Senior executives value content that provides actionable insights, is backed by credible data, and addresses industry-specific challenges. However, 71% of decision-makers feel that most thought leadership content fails to meet these standards. To engage these leaders effectively, marketers need to focus on formats and strategies that align with their preferences.

Key Takeaways:

Preferred Formats: Executives favour long-form reports, white papers, industry benchmarks, and economic outlooks for in-depth analysis. Short articles, newsletters, webinars, and podcasts are useful for quick updates or deeper learning during downtime.
Content Quality: Trustworthy content must include original data, clear methodologies, and region-specific insights. Executives dismiss overly promotional or generic materials.
Practical Usability: Concise executive summaries, strong visuals, and mobile-friendly formats help busy leaders access information quickly.
Regional Relevance: For UK and European executives, content should reflect local regulations, economic conditions, and market realities.

Action Points for Marketers:

Focus on creating fewer but high-impact pieces, such as detailed reports or benchmarks.
Use LinkedIn and email newsletters for distribution, targeting platforms where executives are active.
Collaborate with specialists who understand complex industries to ensure accuracy and relevance.

The research highlights a clear opportunity: by prioritising quality, relevance, and usability, marketers can build stronger connections with senior decision-makers in industries like financial services, technology, and pharmaceuticals.

How to Attract the C-Suite with Content Marketing

How the Research Was Conducted

The insights in this article are drawn from extensive surveys and qualitative research conducted by leading consultancies over recent years. These studies focus on how UK and European C-suite executives engage with professional content when making strategic and purchasing decisions. Specifically, they examine the behaviours of senior B2B decision-makers, particularly those in the UK and across Europe.

Key sources include the Edelman–LinkedIn B2B Thought Leadership Impact Study, which has been tracking executive content preferences since 2018, alongside research from McKinsey, Gartner, and other major consultancies. These studies target CEOs, CFOs, CIOs, and CMOs, exploring their information sources and decision-making processes. Many of these surveys feature UK and Western European samples, with respondents typically drawn from mid-sized and large organisations - those with annual turnovers exceeding £250 million - across industries such as financial services, technology, and pharmaceuticals.

Research Sources Used

The core studies relied on quantitative online surveys, with sample sizes ranging from 300 to over 3,000 senior decision-makers. These surveys were designed to ensure representation across geographies (including strong UK and European participation), company sizes, and executive roles. Edelman–LinkedIn research, for instance, focused on C-level executives known for making high-stakes purchasing decisions.

The surveys explored various aspects of content consumption, including time spent on different formats, channel preferences, perceived quality, and how these factors influenced vendor shortlisting. By 2024, global data revealed that 52% of B2B decision-makers - and 54% of C-suite executives - dedicated at least an hour per week to thought-leadership content [3]. Earlier studies focusing on North America and Europe showed that 58% of decision-makers spent similar amounts of time engaging with thought leadership [3].

In addition to surveys, many studies included qualitative interviews and focus groups to uncover why executives preferred certain content formats or channels. This mixed-method approach combined robust survey data with deeper insights into executive preferences. Behavioural data, such as email open rates, white paper downloads, webinar attendance, and LinkedIn engagement, further validated the findings.

UK-specific benchmarks provided additional insights. For example, research on FTSE 100 leadership found that by 2022, 87% of executive committee members had a LinkedIn presence, and over 55% of FTSE 100 CEOs were actively posting [3]. Globally, 98% of Fortune 500 CEOs were found to use LinkedIn, highlighting its critical role in executive thought leadership [2].

The studies evaluated a wide range of content formats and channels, including long-form reports, white papers, case studies, industry benchmarks, economic outlooks, email newsletters, short articles, webinars, in-person and virtual events, on-demand videos, podcasts, and LinkedIn posts. Executives were asked to assess the usefulness, influence, and trustworthiness of each format. Across multiple surveys, nearly three-quarters of executives indicated they trusted thought-leadership content more than traditional marketing materials [3]. This preference explains the focus on evidence-based, insight-driven formats over promotional content.

The findings were also segmented by sector, role, and company size. For instance, executives in financial services and pharmaceuticals showed a stronger preference for rigorous white papers, third-party benchmarks, and compliance-friendly formats. These trends align with the needs of complex, highly regulated industries where agencies like Twenty One Twelve Marketing operate. For marketers in these sectors, understanding these nuances is essential for crafting strategies that meet the demands of long buying cycles and strict regulatory environments.

Focus on Professional Content

The research zeroes in on professional content, deliberately excluding general entertainment. Respondents were asked about content consumed specifically for business purposes, such as industry reports, thought leadership pieces, vendor materials, economic outlooks, professional newsletters, webinars, events, and expert articles. Screening questions ensured that participants were involved in high-value purchasing or strategic decisions, with the survey language firmly anchored in business contexts [3].

This distinction is crucial because broader digital media studies often measure total daily time spent on activities like video streaming, gaming, and music, which fall outside the scope of this research. Instead, these executive-focused studies concentrate on the formats and channels senior leaders use to stay informed, evaluate suppliers, and make critical decisions [5][3]. According to the surveys, more than 70% of respondents said they consume thought leadership to stay updated on industry trends and stimulate their thinking [3]. This confirms that the research captures professional learning and decision-making processes rather than leisure activities.

What Content Formats Senior Executives Prefer

Around 52% of global B2B decision-makers - and 54% of C-level executives - spend at least one hour weekly engaging with thought leadership content like reports, white papers, and in-depth articles [3]. This shows that senior leaders deliberately carve out time for formats that offer depth and support informed decision-making, especially in industries where complexity or regulation plays a significant role.

However, executives are discerning. Approximately 71% of decision-makers believe less than half of the thought leadership they encounter offers meaningful insight [3]. The most impactful formats are those that present original data, clear perspectives, and actionable strategies.

Long-Form Reports and White Papers

Long-form reports and white papers are a staple for senior executives, particularly in industries like finance, pharmaceuticals, and technology, where decisions demand solid evidence. Nearly three-quarters of executives trust high-quality thought leadership content more than traditional marketing materials [3]. This trust is rooted in the depth and rigour these formats provide.

These documents are especially valued for guiding critical decisions - whether it’s allocating capital, selecting vendors, ensuring compliance, or refreshing strategies. Executives often rely on concise executive summaries, usually one to two pages, that highlight key findings and strategic takeaways. These summaries should focus on actionable insights rather than rehashing methodologies. Supporting sections need to include clear data visuals and infographics to help leaders quickly grasp the essentials and delegate detailed analysis to their teams.

In regulated industries, credibility is paramount. Executives expect to see methodology details and sample data to validate the research, especially when the content is reviewed by boards, compliance teams, or investment committees. Reports featuring original data, benchmarks, and scenario planning carry far more weight than opinion-based pieces or trend summaries, which are often dismissed as superficial.

For marketers aiming to connect with senior audiences in complex sectors, the bar is high. Agencies like Twenty One Twelve Marketing specialise in transforming intricate regulations and technical concepts into accessible yet credible content that meets these exacting standards.

Beyond traditional reports, senior leaders also rely on benchmarks and economic outlooks to gauge their organisation’s standing and future prospects.

Industry Benchmarks and Economic Outlooks

More than 70% of senior decision-makers use thought leadership to stay informed about industry trends and spark strategic thinking [3]. Industry benchmarks and economic outlooks are particularly valuable, offering insights that help executives assess their organisation’s performance and plan for the future.

Benchmarks provide sector-specific metrics, such as investment ratios or risk indicators, to answer pressing questions: Are we allocating enough to technology? How do our margins compare with competitors? What risks are typical in our industry? These insights help leaders evaluate their position against peers and the broader market.

Economic outlooks are equally important. Executives look for annual or quarterly forecasts, demand projections, and scenario analyses - covering best, worst, and middle-ground cases over the next 12–36 months. For UK leaders, forecasts that address sterling fluctuations, Bank of England policies, and UK-specific regulations are particularly relevant alongside global trends.

Interactive tools and dashboards are becoming increasingly popular. These formats allow users to filter data by region, sector, or company size, enabling executives and their teams to create customised views and easily build presentations for internal use. This shift reduces reliance on static PDFs, making data more actionable.

Short Articles and Newsletters

While long-form content supports deep dives, short articles and newsletters cater to executives during “micro-moments” like commutes or breaks between meetings [3]. These formats allow leaders to quickly scan for key updates and decide which topics warrant further attention.

The most effective short content is concise, dense, and focused - typically a three to seven-minute read. It should highlight what’s changed, why it matters, and what actions may be necessary. Newsletters that summarise key developments in a specific sector or function, such as “Implications for UK banks” or “Top priorities for CIOs this quarter,” are especially useful. This targeted framing helps executives immediately determine the content’s relevance and whether to delegate or explore it further.

Many executives receive this content via LinkedIn newsletters and email digests, which they skim on mobile devices and can easily forward. LinkedIn’s growing influence among senior professionals is evident: by 2022, 87% of FTSE 100 executive committee members had a LinkedIn presence, and over 55% of FTSE 100 CEOs were actively posting [3]. These quick-read formats often act as a gateway to more interactive content like webinars or podcasts.

Webinars, Events, and On-Demand Video

Webinars, conferences, and on-demand videos offer senior executives an opportunity for deeper learning, peer comparisons, and direct access to experts [3]. While short, “snackable” videos perform well in terms of completion rates, leaders are willing to commit to longer sessions - 30 to 60 minutes - if the content is relevant and valuable.

Successful webinars focus on specific, high-stakes topics such as new regulations, mergers and acquisitions, or emerging technologies. They feature credible speakers like peer executives, analysts, or regulators, which adds authority. For UK audiences, content that includes local case studies or regulatory insights is especially appealing.

A major advantage of webinars is on-demand access. Many executives prefer to watch recordings at their convenience, using chapter markers to skip to the most relevant sections. Providing downloadable slides and short highlight clips (five to ten minutes) can further enhance engagement, as these materials are easy to share internally.

Research shows that video content improves message retention compared to text [2]. Reflecting this trend, 54% of enterprise marketers plan to increase their investment in video by 2025 [4], signalling its growing role in reaching professional audiences.

Podcasts and Audio Content

Podcasts and audio formats are becoming a valuable part of executives’ information habits, aligning with broader shifts in media consumption. While entertainment podcasts dominate growth, senior leaders are increasingly turning to business and industry-focused podcasts during commutes, travel, or exercise to make productive use of downtime.

Executives favour podcasts featuring strategic interviews with peers - CEOs, CFOs, or regulators - as well as domain experts who share lessons and insights. They also appreciate narrative explainers on complex topics, such as a 20-minute breakdown of new UK regulations or discussions on major market shifts. Series with a clear theme, like “The Future of UK Financial Regulation,” tend to perform well, offering cumulative insights across episodes.

Given the limitations of audio formats for presenting data, the best podcasts supplement episodes with show notes, summaries, or links to detailed reports, enabling listeners to dive deeper if needed. Episodes typically run 20 to 40 minutes, fitting neatly into common commute times, and balance strategic overviews with practical examples to maintain credibility.

Although audio content isn’t yet as widely adopted as reports or webinars, its growing popularity suggests that it will become a key channel as younger, podcast-savvy leaders rise to senior positions.

How Senior Executives Evaluate Content Quality

A staggering 85% of business decision-makers consider most thought leadership content to be average or below par [3]. This highlights a critical gap in meeting the expectations of senior leaders. To create material that resonates, it’s crucial to understand what they value in content.

Executives assess content quality based on three key factors: credibility of the source and evidence, practical usability of the format, and relevance to specific regions and industries.

Credibility and Trust

Executives place a premium on content that is backed by trusted sources, authored by credible figures, and grounded in evidence. They are drawn to material from respected consultancies, financial institutions, industry bodies, and senior leaders with established reputations - especially on platforms like LinkedIn [3].

When in-house teams create content, naming senior practitioners or C-suite leaders as authors can significantly enhance its impact. This is especially true when the content reflects genuine expertise and commercial insights rather than generic marketing fluff [3].

Transparency in data is non-negotiable. Executives prefer content that clearly outlines sample sizes, geographic scope, dates, and methodologies for surveys or benchmarks. Naming third-party data providers where relevant adds another layer of trust. Any selective or vague presentation of data is quickly dismissed. High-quality pieces explain their findings in detail, acknowledge assumptions or limitations, and separate hard data from commentary. This clarity makes it easier for boards or investment committees to incorporate the insights into key decision-making processes.

"Your prospects are smart, busy senior leaders. They've seen every marketing trick in the book... leaving you sceptical about all forms of marketing." – Twenty One Twelve [1]

Executives are more receptive to content that prioritises objective insights over sales pitches. In fact, around three-quarters of them prefer thought leadership content to traditional marketing materials [3]. Pieces that address risks, limitations, and counter-arguments - rather than pushing a one-sided narrative - carry more weight.

For companies operating in complex or regulated industries, partnering with specialists can make a big difference. Agencies like Twenty One Twelve Marketing help businesses in sectors like financial services, pharmaceuticals, and technology create content that simplifies intricate regulations and technical concepts while maintaining credibility.

Once credibility is established, the next step is ensuring the content format meets the needs of busy executives.

Format and Usability Preferences

Senior leaders value content that is concise, easy to digest, and visually engaging. A one-page executive summary, clearly defined subheadings, and short, focused sections are essential. Key messages should be clear within two minutes [3]. Visual aids like charts and heatmaps enhance readability, while pull-quotes and call-out boxes help emphasise critical takeaways for strategy, risk, or investment.

Ease of access is equally important. Executives appreciate minimal barriers - such as limited forms to fill out - and content that is mobile-friendly. Formats that combine brevity with high insight density, like bullet-pointed actions or decision frameworks, resonate strongly. These elements should directly tie findings to practical implications for strategy, revenue, risk, and operations.

On-demand formats, such as downloadable PDFs, webinars, or short video briefings, are particularly appealing as they fit seamlessly into tight schedules. Features like hyperlinked contents and labelled figures make navigation easier, increasing the likelihood that the content will be shared among peers [3].

Regional and Sector-Specific Information

Beyond credibility and usability, content must reflect local market realities to engage UK and European executives effectively.

Executives in these regions expect data segmented by country or region, with explicit references to relevant regulations like those from the Financial Conduct Authority (FCA), Prudential Regulation Authority (PRA), or European Medicines Agency (EMA). For UK audiences, monetary values should be presented in pounds sterling (£), and where applicable, euro (€) equivalents should also be included. Discussions of local economic conditions, labour markets, and political risks add further value.

Content that treats "Europe" as a single, homogenous entity often falls flat. UK-specific nuances, such as post-Brexit regulatory changes, must be addressed to ensure the material is actionable. For example, a UK bank's CFO would look for insights into local capital and liquidity frameworks, while a pharmaceutical executive might prioritise content focusing on trial design, reimbursement pathways, and market access challenges. Material that acknowledges practical barriers and trade-offs is far more valuable than generic discussions on broad topics like digital transformation or AI.

How B2B Marketers Should Create Executive-Focused Content

Knowing what senior executives value is just the beginning. The real challenge lies in crafting content that not only grabs their attention but also encourages meaningful engagement.

The stakes couldn’t be higher. A solid piece of thought leadership positively influences organisational perception for 89% of business decision-makers. On the flip side, poorly executed content doesn’t just get ignored - it can harm your brand’s reputation [3]. For B2B marketers in complex industries, every piece of content must justify its presence in the crowded schedules of senior executives.

Choosing the Right Content Formats

Once you understand your audience, the next step is selecting content formats that align with their preferences. The format itself signals the value you’re offering. Research shows that 52% of global decision-makers - and 54% of C-level leaders - dedicate at least an hour each week to consuming thought leadership [3]. But they’re discerning about what earns their time.

Start with data-driven long-form content. Executives expect depth and credibility, making quarterly or biannual flagship reports, white papers, and industry benchmarks essential. For UK audiences, include regional data and present monetary values in pounds sterling to make the content more relevant.

Balance this with short, digestible summaries. A one-page overview highlighting headline conclusions, three to five key findings, and two to three quantified business impacts provides a quick entry point. Those interested in more detail can dive into the full report.

Webinars and roundtables are invaluable for tackling dynamic topics like regulatory changes, economic trends, or emerging risks. These sessions, ideally 45 to 60 minutes long, should feature two or three senior peers alongside an independent expert. Reserve at least one-third of the time for Q&A to maximise interaction. Pre-distributed briefing notes and post-event summaries ensure value for those who can’t attend live.

Meanwhile, video and multimedia content are gaining traction. With 54% of enterprise marketers planning to increase video investment by 2025 [4], it’s clear this format resonates with executives. Short-form videos (90 seconds to two minutes) work well for LinkedIn promotions, while 10- to 15-minute on-demand briefings featuring experts cater to busy leaders. Studies suggest that video retains 95% of its message, compared to just 10% for text [2].

A well-rounded strategy respects how executives consume information: in-depth reports for detail, summaries for speed, live events for peer interaction, and videos for accessibility.

Structuring Content for Executive Readers

Even the most insightful research will miss the mark if executives can’t quickly grasp its value. Structuring your content to allow for fast scanning while offering deeper insights is crucial.

Start with a one-page summary. Include the headline conclusion, three to five key findings, and two to three quantified business impacts - expressed in terms that matter, like revenue growth, cost savings (in pounds sterling), risk reduction, or competitive advantage. For instance, instead of saying "improved efficiency", specify "equivalent to £3 million in annual savings for a £100 million-revenue firm."

Add a visual summary. A single chart, heatmap, or framework should tell the story at a glance. Executives often share content with peers and boards, so ensure visuals are clear, well-labelled, and use accessible colour schemes. Don’t forget to include source citations.

Use clear sectioning to guide readers. Organise content around the questions executives care about, such as “What’s the risk?”, “What’s the opportunity?”, and “What actions should we take in the next 90 days?” Use descriptive subheadings, numbered recommendations, and summary boxes like “Key Takeaways” or “What This Means for Your Board.” Include an action checklist with three to five steps to turn insights into action. Place detailed tables, methods, and commentary in appendices to keep the main content focused and concise.

This approach ensures that even busy executives can quickly extract value, while detailed sections support further exploration.

Collaborating with Specialists in Complex Markets

Creating impactful content for complex industries requires more than a basic understanding of the subject. It demands expertise in navigating intricate regulatory and technical landscapes. For example, financial services must comply with FCA and PRA regulations, pharmaceutical firms deal with MHRA and EMA standards, and technology providers need to simplify complex concepts into actionable business outcomes. Generalist marketing agencies often lack the depth to handle these challenges effectively.

This is where specialist agencies come in. Companies operating in highly regulated or technical sectors benefit from working with teams that understand both the subject matter and the needs of senior executives. For instance, Twenty One Twelve Marketing has developed a methodology tailored to reaching senior audiences in regulated industries. Since 2016, they’ve partnered with organisations in financial services, pharmaceuticals, SaaS, and technology to create content that simplifies complex ideas without losing credibility.

Specialist agencies excel at turning technical details into clear, compelling narratives. They understand that senior leaders are sceptical of generic marketing language and value content grounded in real-world business challenges. As Twenty One Twelve Marketing puts it, senior leaders demand content rooted in commercial realities, not vague marketing fluff.

An effective collaboration model pairs internal subject-matter experts with agency strategists and writers. Discovery workshops, co-developed content blueprints, focused interviews, and iterative reviews ensure the final product resonates with decision-makers. For UK and European campaigns, it’s vital to involve legal and compliance teams early to ensure that claims, data, and examples meet local regulatory standards.

The result? Content that informs, differentiates, and engages. In a world flooded with generic thought leadership, materials that showcase genuine expertise and practical insight stand out. Specialist agencies help organisations transform complex challenges into opportunities, enabling them to connect with executives who might otherwise remain out of reach.

For B2B marketers navigating the dual challenge of complex topics and hard-to-reach audiences, the choice is clear: invest in expertise that meets executives on their terms, or risk creating content that gets lost in the noise [3].

Conclusion

Globally, around 52–54% of B2B and C-suite leaders dedicate at least an hour each week to thought leadership. Yet, a striking 71% find less than half of it worthwhile [3]. In industries like financial services, pharmaceuticals, and enterprise technology - where complexity and regulation dominate - this gap in quality becomes even more pressing.

The numbers speak volumes: 89% of decision-makers view well-crafted thought leadership favourably, trusting it nearly three times more than traditional marketing [3]. Organisations that consistently deliver content with depth, originality, and sector-specific relevance gain tangible benefits like invitations to tender, referrals, and the ability to command premium pricing [3]. These insights set the foundation for improving your executive content strategy.

To truly resonate with senior leaders, your content must deliver genuine value. Start by assessing your existing materials against these three key criteria:

Novelty: Does it offer something genuinely new or insightful?
Substance: Is it detailed and meaningful enough for a C-suite audience?
Credibility: Are the data, sources, and authorship trustworthy?

If any of these elements are lacking, it’s time to either retire or rework the content. Focus on producing fewer but higher-impact pieces, such as flagship reports, benchmark studies, or executive briefings. Each piece should be designed for quick executive skimming but also allow for deeper dives. Use concise summaries, clear headings, and visually clean UK-specific data - like sterling values, metric measurements, and localised dates.

For distribution, LinkedIn and other professional platforms remain essential. By 2022, 87% of FTSE 100 executive committee members were on LinkedIn, with over 55% of FTSE 100 CEOs actively posting [3]. Executives trust CEOs who use social media up to nine times more than those who don’t [3]. Share succinct, data-driven summaries, short videos, and carousel posts that simplify complex topics while adhering to compliance standards. Content led by executives often achieves better engagement and is perceived as more authentic than standard corporate posts [3].

Tailoring content to UK regulatory contexts is another critical step. Use local datasets, sterling currency, and frameworks familiar to UK and European audiences (e.g., FCA, PRA, MHRA, EMA). Evidence-based claims are especially important in regulated markets. Collaborating with expert agencies - like Twenty One Twelve Marketing - can help ensure compliance, commercial impact, and audience-specific nuance are built into your strategy from the start.

Finally, measure success through key metrics such as executive reach and engagement (e.g., opens, click-through rates, LinkedIn reactions), quality of inbound responses (e.g., C-level replies, speaking invitations), and commercial outcomes (e.g., pipeline influence, deal velocity, win rates). Use these insights to refine your approach continuously.

Senior leaders are wary of generic marketing and overwhelmed by mediocre content. The organisations that stand out are those that invest in expertise, originality, and relevance. The research is clear: executives engage with content that values their time, aligns with their context, and provides actionable insights. The real question for B2B marketers is whether they’re ready to meet this high bar.

FAQs

How can marketers create content that senior executives find credible and valuable?

To engage senior executives effectively, marketers need to focus on quality over quantity. Each piece of content should offer actionable insights and directly tackle the unique challenges this audience faces. Precision matters - craft content that aligns with their industry, role, and immediate priorities.

Adopting a data-driven approach is essential. Use credible research, case studies, and thought leadership to establish trust and authority. Pairing your content strategy with account-based marketing and forming strategic partnerships can amplify your efforts, ensuring your message reaches the right decision-makers when it matters most.

How can businesses create content that resonates with senior executives in the UK and Europe, especially in regulated industries?

To capture the attention of senior executives in regulated industries, content needs to hit the mark by being highly relevant, packed with practical insights, and directly addressing the unique challenges they face. These decision-makers are drawn to data-driven analysis, actionable advice, and thought leadership that speaks to their specific industry concerns.

Twenty One Twelve Marketing excels at creating strategies that connect with this audience. By blending tailored content, account-based marketing, and carefully chosen partnerships, they empower businesses to deliver value that makes an impact and drives tangible growth.

Why do senior executives favour long-form reports and white papers, and how can these formats enhance a marketing strategy?

Senior executives tend to favour long-form reports and white papers because these formats deliver detailed insights, supported by data and thorough analysis. This aligns perfectly with their need for informed decision-making. These documents also project authority and expertise, making them particularly effective for reaching senior-level audiences in specialised or heavily regulated fields.

To make the most of these formats in your marketing efforts, focus on addressing the key challenges executives face and presenting clear, actionable solutions. Use straightforward language, incorporate data visualisations or case studies to reinforce your points, and tailor the content to their specific industry or role. This approach can significantly boost relevance and engagement.