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Explaining Content Marketing

Written by Chandler Austin | Thu,Jun 07, 2012 @ 03:00 PM

Content marketing has emerged as one of the most vital components of any marketing plan. But how do you communicate the value of content marketing with executives, who may not be up with the times? The Content Marketing Institute asked content experts to share their tips for making a case for content marketing to the C-suite. Here are some of those tips.

Ardath Albee (@ardath421)
Executives care about increasing revenue and decreasing costs. Build the business case from existing research and case studies.
Show examples of content marketing done by competitors.

C.C. Chapman (@cc_chapman)
There's no other option. All customers are online, searching for company’s product or service. Find them immediately or lose them.

Will Davis (@willdavis)
Ask them to imagine that they could keynote the best event in their industry with all of their best clients and prospects in the audience, with the opportunity to deliver their best message. A content marketing program, when properly executed, gives you this opportunity every day of the year.

Tom Gierasimczuk (@gierasimczuk)
Content marketing lets you find the stories about your brand that are interesting, and share them with customers in a way they care about and recall at the point of purchase decision.

Carla Johnson (@CarlaJohnson)
Content marketing is the path for companies to shift away from the price-sensitive selling and become trusted advisors and strategic partners.

Michael Weiss (@mikepweiss)
Content marketing creates compelling, educational, and inspiring content that engages the consumer to create a relationship.

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