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How To Explain Content Marketing To The C-Suite

Content marketing has emerged as one of the most vital components of any marketing plan.

Part of the content marketer’s job is to champion the value that content has on the bottom line of any business and explain its benefits in a clear, compelling way in order to get the sign-off and budget necessary to move projects through the execution.

Here, “Content Experts” share a few tips to help you make the case to the C-suite — so your business can start reaping the rewards of deeper audience engagement. 

The C-suite do not care about clicks and opens they care about increasing revenue and decreasing costs. Content marketing has plenty of research and use case examples available. Search them out and build a business case for it within your organization.

Create a persona-driven content strategy to convince your executive team? Find out specifically what they care about that content marketing can address and create a series of emails to convince them.

 Include examples of content marketing done by competitors to make your case. 

Get the VP of Sales on your side and have him/her go to bat for you. Work together to forecast what the impact could be to revenue if salespeople are able to increase close rate by X% due to having more highly qualified leads.

– Ardath Albee (@ardath421)


Companies must provide comprehensive content assets that inform, educate, persuade, and retain customers.

While resource-intensive, content marketing is fortunately quite efficient, as every piece of content creates an information annuity that continues to generate visibility and persuasion indefinitely.

– Jay Baer (@jaybaer)


A content strategy puts your audience at the heart of everything you do and sets parameters and rules for your people to communicate with customers in a way that’s consistent in scope and tone. Content marketing has the ability to focus your proposition

Content marketing lets you find those stories and share them with your customers in a way they care about… and recall at the moment of truth.

These stories keep people paying attention and show that there are people behind the messages.

– Tom Gierasimczuk (@gierasimczuk)


Explaining to CEOs how Google actually works, how search works, and how we, as humans, search for content in the first place

Once someone understands these principles, a light bulb will often come on, and then magic happens. Everything in this world is information- and content-based; if organizational leaders see this vision, content marketing just makes sense.

– Marcus Sheridan (@TheSalesLion)


 Before content marketing strategy and tactics can get C-suite buy-in, they have to be first convinced of the value of content (both created and curated) as a wise investment. Naturally, that means convincing them of what the return on those investments will be. I generally begin by explaining that any other flavor of marketing tactic they may be currently using, whether it be social media, or email, or inbound, word-of-mouth, and so on, isn’t worth a plug nickel without good content. I then deliver my Content is Gold analogy, drawing the following comparisons to characteristics of gold:

– Russell Sparkman (@fusionspark)


With content marketing you can create compelling, educational, and inspiring content that engages the consumer to create a relationship. This is how you gain and retain customers in today’s rapidly changing market.

– Michael Weiss (@mikepweiss)


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