Does content with an unpolished style (plainspoken and filled with anecdotes) or a polished style (tight, formal, and on-brand) resonate more with senior marketers?

To find out, researchers at PAN ran an A/B experiment on LinkedIn where posts with the two different styles were targeted to CMOs and other senior marketing decision-makers.

An infographic (below) covers highlights from the research.

It looks at the key areas where unpolished content was more effective (attention, dwell time, and in-feed engagement), and the areas where polished content was more effective (landing page clicks, CTA conversion, and distribution efficiency).