Content marketing has proven to be a powerful method to educate consumers and earn quality leads. However, research shows that B2B marketers are struggling to obtain executive buy-in. In order for the content marketing train to take off successfully, all company executives should be on board. In fact, 49% of companies have an executive in place for content marketing, according to our 2015 Content Marketing Tactics & Technology Study. Otherwise, the operation would lack the necessary resources and guidance. This is why Elizabeth Clor assembled this four-step guide to achieve executive buy-in towards content marketing. First step? Understand and articulate the ...
