Capturing the attention of C-suite executives means delivering content that speaks their language. For these busy leaders, metrics aren’t just numbers; they are decision-making tools directly tied to growth, efficiency, and innovation. By focusing on the right metrics, you can drive executive leaders to action with compelling content that resonates and earns their trust.

As with all content, the better you know your target audience, the more effective your messaging can be. If you are unsure which execs to target first, your sales teams have invaluable firsthand knowledge. They can help you analyze the pain points and priorities of the execs most likely to make a decision about your solution. These insights will help you develop content that delivers real value and addresses the metrics executives care about most.

Broadly speaking, executive leadership is primarily concerned with five metrics.

1. Growth: Revenue acceleration, market expansion 
2. Risk mitigation: Compliance, brand reputation, financial exposure 
3. Operational efficiency: Scalability, resource performance 
4. Innovation & competitive advantage: Future-proofing the model 
5. Cross-functional alignment: Ensuring teams are pulling in the same direction 

Avoid common pitfalls

With those focus areas in mind, let’s start with approaches to avoid. C-suite executives don’t respond to vague narratives or generic data points. As you plan content, avoid using broad messaging that doesn’t address specific executive needs. Instead, create scannable content that highlights high-level metrics and aligns with their strategic goals. 

• Think also about how leaders will access and share your content. Is it easy for them to hand off to a direct report or buying committee?
• Are there clear offramps for technical stakeholders who want to investigate your solution?
• Does your content align with their long-term goals, from future-proofing business models to fostering cross-functional alignment?

Developing metrics-based content

Once you clearly understand your audience and their needs, content development is relatively straightforward. Remember that at every step in the process, the preferences and priorities of your audience are paramount. 

1. Frame messaging around strategic concerns
   When creating content for the C-suite, tie metrics directly to their priorities. Don’t simply discuss your solution; instead, highlight its specific impact on operations. Use clear, concise framing like, “This strategy increases cash flow by $X in 30 days.”
2. Design with influence in mind
   Executives consume content differently. Short-form assets like three-page briefs supported by detailed reports are ideal. Formatting should be scannable, sharp, professional, and help the reader identify key details at a glance.
3. Measure your own success
   Metrics aren’t just for leadership. Plan to evaluate the performance of your content against clear KPIs. Capture data on actions taken including email forwards, meeting invitations, and executive referrals to determine whether your content is hitting the mark. Establishing a regular cadence for asset performance review can help keep your messaging on target and inform broader marketing efforts.

Moving from metrics to messaging 

By aligning your content with the metrics that matter most to the C-suite, you can position your brand as a trusted partner in solving their most pressing challenges.  

Ready to take the next step? Discover proven strategies to craft metrics-driven content that resonates with the C-suite. Learn from Emerald’s in-house experts how to identify the right metrics, craft compelling narratives, and design content that drives executive decisions. 

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