You may be pleased with your email open rate or the number of Facebook “likes” your most recent post received, but these numbers won’t impress your CEO. In fact, sharing these metrics with your CEO may demonstrate that you are out of touch with the true needs of the business. Using vanity metrics does not position you as a strategic player, but rather as a tactical marketer lacking a vision for how marketing can truly drive growth.

Instead, deliver content marketing metrics that truly illustrate how your work is impacting the business.  Continue Reading

B2B buyers are, on average, 57% of the way through the decision-making process before they speak with a salesperson, according to research by CEB. Content marketers have a huge opportunity to help guide prospects in the first half of their journey and ensure that their company is on the short list for the first conversation with sales.

Yet, despite that opportunity, lack of executive buy-in for content marketing is consistently one of the top five challenges cited by B2B marketers. Without buy-in from executives and other key stakeholders, you can find it challenging to:Continue Reading