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- 11 readers -
  • The Biggest Content Marketing Trends in 2017

    … than 10 sessions dedicated to driving ROI, performance, and sales with content. In the meantime, if you haven’t checked out this post by Michael Brenner on the secrets of content marketing ROI, please make the time. Email and marketing automation I’ve learned a couple things about email recently. First, email is far from dead, and may be more…

    Joe Pulizzi/ Content Marketing Institutein Social- 23 readers -
  • The Content Marketing Book of Answers: Strategy & Planning

    … the way. Let’s start with some considerations we hear marketers asking about all the time: How to manage the strategic planning process. Content marketing strategy Q: How do we get started? The first step in getting started with content marketing is so simple that it often gets overlooked: You need to make sure you have a clear definition of what…

    Jodi Harris/ Content Marketing Institute- 16 readers -
  • Your CEO Needs These 4 Content Marketing Metrics

    …. They can help you – the marketer – understand what type of content is resonating with buyers. And they can help your CEO make customer-centric decisions. HANDPICKED RELATED CONTENT: How to Measure Engagement the Right Way Conclusion Don’t waste your CEO’s precious time with metrics that are meaningless. Provide metrics that truly demonstrate how…

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

    Questions about content marketing ROI are probably the ones I hear most from marketers who are struggling to build their own business case internally. We know our customers are turning out advertising. And we know that as consumers, we are all consuming more information online. We are looking to get informed and we are looking to be entertained. We don’t care where the content comes from.

    Michael Brenner/ Content Marketing Institute- 31 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?

    … There’s a lot of talk about return on investment as a marketing metric … but ROI is inherently flawed for campaign-based marketing. A new look at ROI might be just the remedy we need to build a case for content marketing. I’ve been on a journey over the last few months, exploring the history of marketing and measurement. I feel a bit like…

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

    …, contributed articles, long video (monthly) 20+ minutes 4,000+ White paper, application note, eBook, speech, webinar (quarterly) Calls to action Soft: Watch a video. Read blog, magazine article, or white paper. Hard: Enter demand funnel – read a gated white paper, sign up for a webinar, qualify at a trade show or event. Conclusion Adapt the template…

    Content Marketing Institutein Content- 24 readers -