When you’re trying to get buy-in for your content marketing program, there are a number of questions you absolutely need to prepare for. Such as: What are the risks involved? If you do some research, you’ll find an abundance of information on the benefits of content marketing, but very little on risks and risk mitigation.
So let’s tackle this.
Continue reading Content Marketing: What are the risks?
“Tell me: why do we need a content marketing strategy (anyway)?”
This question – very familiar to content marketers all over the world – usually comes from the people holding the purse strings, i.e. the C-suite. It’s a totally legitimate question, which deserves a thorough, no-nonsense and well-founded answer. The fact that the question is asked at all is a good sign: it signals a willingness to understand (yes, I’m optimistic) and gives content marketers a chance to build and present their case.
Continue reading Selling content marketing strategy to C-level: Some talking points