Content marketing was once a foreign term to business executives. Today, most businesses and marketers understand its value, but some still aren’t sure how to make the business case to their senior leadership. Instead, they play it safe and propose budgeting for basic paid search—or other status quo marketing activities—without a content component.
Part of the content marketer’s job is to champion the value that content adds to the bottom line and explain its benefits in a clear, compelling way in order to get the sign-off and budget necessary to move projects through to execution.
