2018 State of

Digital & Content Marketing Survey

Professional Services Edition

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Greentarget’s new State of Digital and Content Marketing Survey – Professional Services edition measures the content consumption preferences and behaviors of C-level executive decision-makers. The survey, conducted in spring 2018, reveals that the C-suite rely heavily on traditional media and email notifications in their daily content habits, and are most attracted to content that delivers insights and information they find useful.

The C-suite findings come just weeks after Greentarget and Zeughauser Group released results of the seventh State of Digital & Content Marketing Survey of in-house counsel. Juxtaposing the two surveys reveal the perils of making generalizations about senior corporate officers. While they may share some content-consumption habits, they also diverge in important, if sometimes nuanced ways. Together the surveys provide professional services and B2B marketers a valuable roadmap for engaging with those crucial audiences.

If you’re looking for the legal version of this report, click here.

Correlation Between Frequency & Value of Content Sources

  • At least once a week – 78%
  • Very + Somewhat valuable – 61%

Email Notifications

  • At least once a week – 68%
  • Very + Somewhat valuable – 74%

Traditional Media
(e.g. The Wall Street Journal)

  • At least once a week – 61%
  • Very + Somewhat valuable – 30%

Social Media

  • At least once a week – 50%
  • Very + Somewhat valuable – 71%

Industry Association Publication & Websites
(e.g. ACC Docket)

  • At least once a week – 49%
  • Very + Somewhat valuable – 56%

Industry Thought Leaders Websites / Blogs

  • At least once a week – 39%
  • Very + Somewhat valuable – 65%

Trade Publications
(e.g. Chief Executive, CFO)

  • At least once a week – 26%
  • Very + Somewhat valuable – 50%

Vendor Publications & Websites
(e.g. PwC’s Strategy+Business)

  • At least once a week – 19%
  • Very + Somewhat valuable – 61%

Academic-driven Strategy Publications
(e.g. Harvard Business Review, MIT Sloane Management Review)

What attracts you to the content that you consume most frequently?


Utility / Usefulness




Headline / Subject Line




Length (short)




Visual Appeal




A Strong Point of View


Other (Please Specify)


Length (long)


Popularity (Likes, Shares)

Download the Professional Services Edition Report


About Greentarget

Greentarget is a strategic public relations firm focused exclusively on the communications needs of highly competitive business-to-business organizations. We counsel those who counsel the world’s leading businesses and direct smarter conversations among their most important audiences to help deepen the relationships that impact the long-term value of their organizations.

About Zeughauser Group

Zeughauser Group is the firm of choice for legal industry leaders seeking to increase competitive advantage and profitability, enhance market position and strengthen organizational culture.

For media inquiries about the 2018 State of Digital & Content Marketing Survey or previous reports, please contact jtatro@greentarget.com.

Copyright © 2018, Greentarget. All Rights Reserved.

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