Content marketing has come a long way over the last 10 years.
More and more companies have come to realize the tremendous return and savings from investing in inbound marketing like blogs, white papers, and video.
Still, there’s a surprising number of businesses that either don’t leverage content marketing at all or have fairly slim content budgets.
While some 88% of marketers are using content marketing to reach their audiences, only about 30% see their campaigns as effective.
That can create a problem when it’s time to try new things, launch new campaigns, and venture into new content formats.
Getting management to invest in more content is a difficult, especially if the company struggles to create engaging content and produce effective campaigns.
If the value of or return on the content isn’t readily apparent, you’ve got a challenge to win over your leadership when it comes to content marketing.
To get them to buy in, you need to be well prepared with a smart plan that makes them see additional content marketing as a worthwhile investment they can’t live without.
Here’s how to do it. [click to continue…]