Earn Buy-In For Content Marketing's Silo-Busting Benefits

Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist; investments in customer-centric content and the relationships they cultivate live within the budgets of managers with social media, web, email marketing, customer relationship management (CRM), and even mobile titles. However, any CFO would shun all of this duplicated activity. It behooves marketers today to pull together a businesswide story for content marketing, establish the processes and systems that will bring it to life, and then deliver the transformation that content marketing is meant to unleash. This report explains how marketing leaders can bring together the elements needed to support an investment decision and earn the organizational buy-in they need to do content marketing right.

Publication: 
Forrester
Author: 
Skinner, Ryan
Document Type: 
Research
Paywall: 
$

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