This is one of the Top 100 Questions that marketers asked in my Fast-Forward Your Content Marketing workshops. Here are 5 ideas on how to build buy-in and internal momentum for your content marketing program. 5 Ideas to Build Internal Buy-In for Content Marketing 1. Build a big tent. Content marketing takes more than the Marketing Department …
Filed Under: Ann Handley, B2B Content Marketing, Buyer Persona, Buyers' Journey, CEO, Content evolution, Content Marketing Institute, Content Marketing Strategy, Customer Questions, Customer Service, Executives, infographic, Joe Pulizzi, Marcus Sheridan, Marketing Profs, R&D, Robert Rose, Sales, Thought-Provoking Content
Top 100 Content Marketing Question: Where is content marketing typically situated in an organization? Infographic
Where content marketing begins The Marketing Department is where content marketing begins to take root, typically. As it grows, content adds natural allies step by step on its way up the organization. It’s best to view content as an evolutionary process, as the infographic above shows. How content marketing begins to thrive One big job, early …
Top 100 Content Marketing Question: How do you convince all levels of an organization to move towards content marketing and away from campaign to campaign?
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 …