M A K E T H E CAS E FO R C O N T E N T M A R K E T I N G
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MAKING THE CASE
If you're a marketer, you know that content marketing is a winning approach.
But convincing the decision makers, especially those outside of marketing, can be
a tough sell. This structured, step-by-step template will help you make a rock-solid
case for a deeper investment in content marketing.
Google "the case for content marketing" and you'll get nearly 30,000 results.
Clearly, marketers are looking for ways to convince the decision makers and
free up more budget for content creation and distribution.
The good news is that many of them are seeing success. In fact, more than
one in three marketers (38%) expect their content marketing spending to
increase over the next 12 months.
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Securing those extra resources might not be easy; more than one in four
marketers (28%) say that securing enough budget is their top marketing
challenge.
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But it's definitely worth the effort, because there's a direct
correlation between bigger budgets and content marketing success.
The average content marketing budget takes up a healthy 26% of the total
marketing budget, but marketers who report seeing the greatest success
from content marketing allocate as much as 40%. (And the least successful
spend a mere 14%.)
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M o re t h a n o n e i n fo u r m a r kete r s s ay t h at se c u r i n g
e n o u g h b u d g et i s t h e i r to p m a r ket i n g c h a l l e n g e .
This step-by-step guide will help you make an iron-clad, rock-solid case
for content marketing in language that decision makers can understand
and buy into. And it comes with a blank make-the-case template
that you can fill in as you go. At the end of the process, you'll have a
well-researched, well-organized document that you can confidently
present to your leaders.
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CMI & Marketing Profs, B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends - North America.
2
Hubspot, State of Inbound 2017.
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CMI & Marketing Profs, B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends - North America.
