One of the questions I’m asked most often is, “How do I convince my boss/CMO/executive to do content marketing?”
I tell these people what every great sales person knows – you don’t convince anyone of anything. Despite what the old adage says, it can be nearly impossible to lead a horse to water, much less teach him or her how to drink.
This drives those wanting to create a culture of content nearly batty. But what do you do if you’re wanting to spawn an environment that instills shared values around content?…
