Selling content marketing strategy to C-level: Some talking points

“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.

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The greatest myth in content marketing (and how to debunk it)

One of the greatest myths in B2B content marketing can be illustrated as follows:

– Hey, let’s write a whitepaper about [insert topic].
– Yeah, fantastic idea, let’s do that!
– And why don’t we ask Jenny to turn the key findings into an infographic!
– Yeah, cool! Let’s do that too!

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