Get the whole team aboard To demonstrate the impact of content marketing, start by getting your executives and internal clients aboard the content marketing bandwagon. Take these steps: Convene decision-makers in a workshop Recruit marketing, sales, product managers, R&D, and executives to participate in a big-tent, hands-on workshop on content marketing. To get everyone on …
How to approach senior management to explain the focus needed When the advertising vs. content marketing debate surfaces, helps senior managers become self-aware about their own behaviors as consumers of marketing. When you discuss advertising vs. content marketing with senior managers, ask: Which marketing messages do you seek out? Which do you avoid? A roundabout …
Advertising trained people to think ‘Campaign first.’ Some companies find it nearly impossible to break the campaign habit. So they resist any move towards content marketing. But almost 9 out of 10 marketers apply content marketing today. Others are striving to catch up. To succeed, first marketers have to prove that content marketing can be …
Content marketing and advertising are similar, yet different. What do marketers need to know about their similarities and differences? How content marketing and advertising are alike Both content marketing and advertising share the same purpose. They’re well-established ways to grow a business. They present similar challenges when it’s time to measure return on marketing investment. …