As CEO of a company moving to content marketing, are you wondering how to set the right course? These three questions will have the greatest impact.

Let’s say you are the CEO of a company that has seen its sales pipeline flattening out for a couple of years. The effectiveness of cold calling is plummeting. And you have a sense that the traditional marketing that generated leads in the past isn’t working anymore.

You’ve heard about the concept that your marketing needs to pull prospects toward you like a magnet, rather than interrupting them with unwanted, interruptive messages. You’re beginning to think that you’ve got to make the move to this approach to survive, especially before your competitors do.

Your company has marketing people (and a marketing agency) who can mount a content marketing effort to help transform your lead generation efforts. You’ve established a budget, funded largely by re-allocating some marketing funds from other tactics that don’t seem to be working (print advertising, direct mail, trade shows, etc).

This is unfamiliar territory for you and your company. And you know that it won’t be effective without your support and strategic direction.

So how can you, as CEO, make sure the right course is set and followed? Here are three preliminary questions you should ask your marketing folks to make sure that your company’s content marketing will be effective:

The 3 Most Important Content Marketing Questions CEOs Should Ask