Getting Buy In

  • Get Buy-In From Executives With These 6 Common-Sense Reasons

    … You’ve made a solid business case for your new content marketing effort. You’ve collected the best statistics, trends, and examples to secure executive buy-in. You’re good to go. But then, when it comes to strategy and execution, you’re getting pushback on any content that isn’t strictly focused on promoting products and services. It’s like…

    Content Marketing Institute- 10 readers -
  • The Biggest Content Marketing Trends in 2017

    … Executive buy-in We developed the content marketing documentary, The Story of Content: Rise of the New Marketing, specifically to help marketers like you with executive buy-in. It’s definitely helped, but we need to do more. Content marketing is an approach … a way of doing business if you will … and many executives we work with are still firmly set…

    Joe Pulizzi/ Content Marketing Institutein Social- 21 readers -
  • The Content Marketing Book of Answers: Strategy & Planning

    … content to achieve the goals you’ve outlined. Include a summary of the specific goals, the value you expect your content to provide for your audience, and how your efforts will align with your company’s overarching marketing plan. Your personas: These composite sketches identify and characterize the audience segments to target with your content…

    Jodi Harris/ Content Marketing Institute- 13 readers -
  • Your CEO Needs These 4 Content Marketing Metrics

    … CONTENT: The Secret to Content Marketing ROI 1. Number of sales-accepted leads A sales-accepted lead (SAL) is a lead that your marketing efforts generated, and that the sales team has accepted as qualified. This metric is primarily applicable to B2B marketers using content to fuel their lead-generation strategy. “Sales accepted” usually means…

    Content Marketing Institutein Content- 33 readers -
  • The Secret to Content Marketing ROI

    …, or their budgets. HANDPICKED RELATED CONTENT: How to Win Your Battle for Content Marketing Buy-in [50+ Stats] What is the ROI of content? Let’s start with how we answer the ROI question before really even getting started. I point out that content marketing ROI is higher than the average marketing ROI in every place I’ve looked. At Content Marketing World…

    Michael Brenner/ Content Marketing Institutein Paid Search Content- 29 readers -
  • 2016 Content Marketing Toolkit: 23 Checklists, Templates, and Guides

    If content marketing predictions made by leaders like Joe Pulizzi, Sarah Mitchell, Carlos Abler, and several others are any indication, 2016 could truly be the year when brands finally start to de-silo their content efforts and operate as fully functional publishers. This means it’s time to significantly ramp up your content capabilities – or acquire them from other companies ...

    Jodi Harris/ Content Marketing Institute- 32 readers -
  • 4 Steps to Get Executive Buy-In for B2B Content Marketing

    … B2B buyers are, on average, 57% of the way through the decision-making process before they speak with a salesperson, according to research by CEB. Content marketers have a huge opportunity to help guide prospects in the first half of their journey and ensure that their company is on the short list for the first conversation with sales. B2B…

    Content Marketing Institutein Content- 20 readers -
  • Is ROI Really What You’re Looking For?

    …. Despite whichever half might be working best. RECOMMENDED FOR YOU: The One Ingredient Your Content Marketing Program Is Missing How to Win Your Battle for Content Marketing Buy-in [50+ Stats] This article originally appeared in the August issue of Chief Content Officer. Sign up to receive your free subscription to our bi-monthly print magazine. Cover image by Joseph Kalinowski/Content Marketing Institute The post Is ROI Really What You’re Looking For? appeared first on Content Marketing Institute. …

    Robert Rose/ Content Marketing Institute- 17 readers -
  • How to Guarantee Internal Buy-in for Your Big Content Projects

    … Marketers need to ask their fellow C-level colleagues: “Do we want to be spending money on creating average marketing that gets lost in the noise, or on investing in a voice, brand, and knowledge platform that are a cut above everyone else?” The answer is obvious – no smart leader would ever pick the “noise” option. And yet, buy-in for content…

    Content Marketing Institutein Content- 10 readers -
  • Simplify Your Content Marketing Strategy with a One-Page Plan

    … and their companies’ success Topics: List topics where the company seeks to position its helpful content. Serving sizes & frequencies Time (to get message across) Words Media 7 seconds 23 Headline, tweet, sound bite, cartoon (daily) 2 minutes 400 Web page, blog, news release, video, infographic (2X/week) 5 minutes 1,000 Magazine article…

    Content Marketing Institutein Content- 23 readers -
  • Start Small To Show Content Marketing Value to Your C-Suite

    … program but face reluctance, don’t waste time creating big plans and trying to sell the concept. Instead, jump in, start small, and show some early results. The support will follow. Here are a few ideas to catch the eye of your C-suite and build momentum, without requiring large-scale resources or buy-in up front. Co-create some great stories with your…

    Content Marketing Institutein Content- 16 readers -
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