Author: Joe Griffin

+Joe Griffin is the Co-founder and CEO at iAcquire, a digital marketing firm. Prior to founding iAcquire, Joe co-founded another search marketing firm which was acquired by, and before that he spent three years with iCrossing where he led business development and later their paid search division. Joe writes at and the iAcquire blog, tweets at @joegriffin and lives on Google+.

By joe-griffin published February 6, 2013

Getting Buy-In for Your Content Marketing: A 3-Point Process

getting buy-in for content marketingThe essence of content marketing is creating valuable content to pull and convert customers toward a product or service. You’re informing, entertaining, and educating through engaging and optimized web content, eBooks, white papers, infographics, video, and blog posts so that they recognize, like, and trust your brand enough to do business with you.

You already know this, but do your organization’s CMOs, CFOs, and CEOs get it? They may hear whispers that “content is king,” but are not yet sold on the idea of investing in a full-scale content marketing initiative. In fact, “AdAge” recently reported that marketers are spending an average of 12 percent of their budgets on content marketing, while traditional advertising still commands the bulk of the share.

As an in-house marketing professional, it’s your job to convince and convert your top leadership to buy into a content marketing plan for your business. But where do you start?Continue Reading