Managing change from below can be a challenging — if not downright frustrating — part of a content marketer’s job. It can be equally difficult to convince decision makers to change the nature of their existing marketing strategy to a more content-centric approach.
It is not uncommon to hear stories about bosses who “just don’t get it” or “can’t see the bigger picture” when it comes to content marketing. For example, sometimes decision makers will listen to a well thought out case but then say they are “still not convinced,” without providing any further explanation as to why. Other times bosses will explain why they are not convinced, though their explanations seem irrelevant or unfounded. Continue Reading
