Content Marketing TeamUnderstanding that business and content strategies tie together sets the premise that content marketing is an investment and, as such, should definitely be a budgeted item.

One of the surest ways to have money for a content marketing strategy is to educate the C-suite leadership (CEO, CFO, CMO and CIO) to appreciate the value of an orchestrated content marketing strategy and how it will benefit the company. A strong selling point for a content marketing strategy is proposed by Russell Sparkman of FusionSpark Media, Inc.—“There’s a lot of buzz today about big data, and the nice thing is that content marketing, when done really well, creates a pretty amazing bread crumb trail from marketing efforts straight through to the close of a sale.”

Once leadership is onboard, finding the right person or persons to fulfill the responsibilities is crucial. This is not as easy as it sounds. Evaluating existing staff is a first step, and there may or may not be that individual or team who is savvy enough to manage the content marketing strategy and processes. In line with goals set by C-suite leadership, those processes include developing a purposeful engaging content strategy, actual creation of varied forms of content, managing owned platforms, connecting with influencers, distributing content, and tracking ROI measurements.

This evaluation may disclose that the company already has such a manager or in-house team knowledgeable enough to launch a content marketing strategy. If not, adequate staffing may involve hiring a CM manager, or bringing in an outside consultant who will either run the program, or work in concert with existing managers or staff to efficiently and effectively manage the processes.

Join the Conversation:

  • What company attitudes shape your content marketing strategy?
  • What data measurements are in place to gauge the success of your content marketing?