There are few better representatives for your brand than your CEO and other members of your C-suite. And since 60 percent of a company’s market value is attributable to its reputation, according to surveys of executives conducted by Weber Shandwick, corporate leaders should be making their voices heard by writing and sharing valuable and unique branded content on their company websites and across social media.
As CEOs and their teams of executives are expected to lead their businesses to success, they must heed today’s demand for transparency from customers and prospects. The traditional marketing approach—whereby executives defined the rules for consumers (“here’s what we offer and how you can get it”)—has long been ineffective. Willing and authentic communication is the new business paradigm and represents a strategic opportunity for company executives to crystallize their brand’s message as well as to become known as subject matter experts and trusted advisors in their industries.
By taking to the Internet, your C-suite leaders can instill brand loyalty in your customer base by sharing the specialized knowledge only they can bring to your corporate website, as well as to Twitter, Facebook and other social media sites. The more they share their knowledge with your followers, the more competitive your brand becomes. Transparency will enhance your brand’s credibility in the marketplace and drive traffic to your site.
While the content on your website is likely the most important you publish (as it receives inbound traffic), your messages on social media are also important to preserving control over your brand’s image. To wit, social media’s relevance is more pervasive than ever among consumers. A new report from CEO.com finds that 50 percent of the population currently uses Facebook, and more than 37 percent use Twitter. Yet among Fortune 500 CEOs, the report says, only 7.6 percent are present on Facebook and only 4 percent use Twitter.
This is changing though. According to a new survey of 1,709 CEOs by IBM, current participation in social media by CEOs is expected to grow from 16 percent today to 57 percent within five years. The change is attributed to the realization among CEOs that using social media to engage customers enables their companies to adapt and grow.
So, are your CEOs and other C-suite cohorts poised to put pen to paper, so to speak, and start spreading the good word about your brand? If you’re concerned about your busy executives having the time to write, consider the services of a third-party content strategy vendor. Here at Content Boost, part of our mission is to help the C-suite, as well as other decision makers and managers, find their voices.
After spending seven years as an editor and supervisor at Gartner Inc., you could say that Peg Ventricelli—also known as Content Boost’s very own “grammar police”—knows her way around an AP Style Book. As Content Boost’s Quality Control Editor, Peg is the last set of eyes on content produced by our team of editors, and is tasked with redefining our standards of excellence in writing. Did we mention she holds writers workshops for the team (and they include pop quizzes!)? Drawing from her early days working local beats as a journalist, Peg is also a regular contributor to our corporate website. When she doesn’t have a red pen in her hand, she can be found employing her green thumb, traveling to the beaches of Maryland on the weekends, and biking around her hometown of Fairfield, Connecticut.