Greentarget

Thoughts and perspectives from our team

Instantaneous and incredibly interconnected, the complexity of business communications makes for fascinating observation and endless learning. We invite you to get an inside look into some of our best thinking and learn about the relationships that help us better direct the conversation.

Blog
July 25, 2019

What Makes You Click? The 2019 State of Digital & Content Marketing Survey

Not long after Greentarget and Zeughauser Group closed the 2019 State of Digital & Content Marketing Survey, LinkedIn made news when it announced details about changes to its algorithm – changes that validated trends that we’ve been reporting on for years. Long the preferred social platform for executives and decision makers, LinkedIn made the algorithmic changes to favor more relevant conversations that (as Axios described them) cater to niche professional interests. In other words, LinkedIn realized that viral content wasn’t as important to users as content that they can actually use. That echoed what we found in our survey (for the second consecutive year) about the importance of useful content – i.e., utility. Both in-house attorneys and C-suite executives want content that’s useful above all things. Because we live in an era when C-suite executives can be as engaged in choosing a law firm as in-house legal officers
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