• cbwheeler

    Basically experiencing all of this first hand. Haven’t overcome anything. Very frustrating as I know it works. I’ve seen it over and over again. Hoping this helps me get some actual work done at some point in the near future.

  • http://twitter.com/chriswinfield Chris Winfield

    I hope so too Cody!

  • Tod Hirsch

    Chris, well said in every way. Your “What You Must Communicate” sections really bring it home. I’ve been trying to communicate these concepts to my clients in different ways for years now…with varying degrees of success. You said it better. Thanks

  • http://twitter.com/AlesiaKrush Alesia Krush

    Lucky are those who will find this article before they make some common mistakes, as your post teaches how to avoid these! Great read, thanks.

  • http://twitter.com/chriswinfield Chris Winfield

    I’d love to hear some of the objections you have come across and any ways that you have overcome them (or not). Please feel free to share them if you feel like it. Thanks Tod!

  • http://twitter.com/chriswinfield Chris Winfield

    I’m glad you enjoyed it Alesia!

  • http://twitter.com/celwell Chris Elwell

    Snip: Content marketing becomes indispensable to a company when it’s used in a way that brings measurable benefits to every department.

    Sounds like another column topic, Chris. Any CEO worth her/his salt would want to drill down on how all of the departments are going to measure.

  • http://twitter.com/JonathanMolnar Jonathan Molnar

    Really nice post! I recently had to overcome this with my boss. I think the added trust it gives our business is what ultimately sold him. There aren’t a ton of competitors in our industry in our market so I presented it as a way to really set us apart from them (aside from all the other benefits you list above).

    I think the toughest thing for CEO’s to get their head around is that it doesn’t directly generate leads or sales, but takes time, and isn’t necessarily easily measurable.

  • http://www.altaresources.com/ Cory Grassell

    Great article! At my company, I can hardly keep up with all the requests, so I think the value of content has been realized. Sadly, I don’t think this is the case in most organizations.

  • http://www.brickmarketing.com/ Nick Stamoulis

    “Your CEO probably won’t understand how creating content that’s not about your company can be effective.”

    Can’t tell you how many times I’ve run into that roadblock with clients! It seems like such a simple concept to most marketers, but the C suite’s job is to make a profit. Why should they waste valuable time and energy talking about anything other than the brand? You have to get them to see past their own desk.

  • http://twitter.com/chriswinfield Chris Winfield

    Awesome Chris, can you tell Pamela Parker this idea for my next column then? :)

  • http://twitter.com/chriswinfield Chris Winfield

    “I think the toughest thing for CEO’s to get their head around is that it doesn’t directly generate leads or sales, but takes time, and isn’t necessarily easily measurable.”
    Just one clarification from your statement Jonathan: I think that any content marketing plan/strategy *should* always generate direct sales, it’s just a matter of setting expectations & having a clear plan for that. Thanks for the comment!

  • http://twitter.com/celwell Chris Elwell

    Sorry, they keep me out of the editorial department. You’ll have to handle that.

  • ChrisPantages

    I’d tried to convince our CEO of the value of content marketing at virtually every meeting we’ve had in the last six months.  I finally won him over with an Aaron Wall-like approach, something to the effect of ‘Google is doing everything they can to show only brands at the top of the organic results, and winter is coming for our company unless we start sending more brand signals to Google.  (Content marketing method) is a proven way to do that.’

  • http://twitter.com/chriswinfield Chris Winfield

    I like that Chris — thanks for contributing here and for the great description (i.e. the ‘Aaron Wall-like approach’ :).

  • http://twitter.com/chriswinfield Chris Winfield

    Fair enough ;)

  • http://twitter.com/chriswinfield Chris Winfield

    That’s great to hear Cory!

    ” the value of content has been realized.”

    Care to elaborate? I think it would be really helpful for the discussion..

  • http://twitter.com/pamelaparker Pamela Parker Caird

    Consider your next column topic idea noted :-) 

  • http://www.arthisoft.com/ Arth ISoft

    It’s really nice post. 

  • http://www.altaresources.com/ Cory Grassell

    Sorry for my late response. I just joined a company that is starting up its corporate marketing, so we have added a video developer, web designer, project manager, creative designer, and a writer within the past two months. Together, we’re improving our branding, developing engaging content, and getting our message out there. I have a laundry list of case studies, white papers, and articles to write. I could write 24/7 and never be finished. And that’s not even counting the website rewrite, the campaign collateral, direct mail, social, PR, etc. In fact, I spent last week developing our content calendar for 2013 — something that easily justifies adding additional writers at some point in the future.