Building the Case for Content Marketing
If you are working in a mid- to large-size organization, sometimes the hardest part about content marketing is getting buy-in. According to CMI’s content marketing 2013 research, 22% of B2B and 21% of B2C marketers cite getting executive buy-in as a challenge for content marketing.
Prepare for your battle for content marketing buy-in. CMI’s guide to Mastering the Buy-in Conversation on Content Marketing will give you everything you need to make a compelling case.
Getting executive buy-in
Here are some ideas on how to explain and justify content marketing to the powers-that-be:
- 3 Critical Questions to Answer Before Building a Corporate Content Marketing Practice
- How to Justify the Cost of Content Marketing
- Content Marketing as a “Force Multiplier”
- 4 Hidden Benefits of Content Marketing that Go Beyond ROI
Research
Oftentimes, it helps to be able to reference research that shows trends in marketing. If you need some “data ammunition,” these reports may help:
- B2B Content Marketing: 2013 Budgets, Benchmarks and Trends
- Technology Buyers Require Practical, Timely Content [Research]
- Do Brands and Agencies Use Content Marketing Differently? [Research]
- 2012 Digital Content Marketing Survey [Research]
- Why It’s Vital to Develop a Converged Media Strategy Right Now
- Is Social Media the New Word of Mouth? [RESEARCH]
Examples and case studies
Another great way to justify content marketing is to show how other companies are having success. Here are some case studies and examples to pull from:
- 100 Inspirational, Educational, and Just-Plain-Cool Content Marketing Examples
- 12 Organizations Doing Content Marketing Right
- Must-See Content Marketing Examples from 2011
- Content Marketing Playbook 2011: 42 Ways to Connect with Customers
- 4 Examples of Stellar B2B Social Media Marketing Content
- How the Inc. 500 Fastest-Growing Companies Are Using Content Marketing
- The 7-Step Content Marketing Plan that Earned an $87 Million Dollar Paycheck