Over the past few years, content marketing has become quite the buzzword, with thousands of blog posts, articles and books published based the subject. This is not without good reason. It continues to grow in adoption and has proven to be a successful strategy for businesses across industries.
In fact, 44 percent of B2B marketers and 39 percent of B2C marketers now report having a documented content marketing strategy in place. But what about the other 50+ percent of marketers? There are still many companies that have yet to get their feet wet with content marketing, and one of the main reasons this occurs is due to lack of buy-in from upper management.
I’ve spoken about the value of marketing through content creation and distribution at many conferences across the country, and have taught many marketers at variousworkshops. Attendees and students are always very receptive, though one of the most frequently asked questions asked during my sessions continues to be, “How can I convince my boss that content marketing is worth the investment?”
