Getting Buy-In for Content Marketing investments — Mark Raffan // Content Callout
- Part 1 Getting Buy-In for Content Marketing investments — Mark Raffan // Content Callout
- Part 2How to find B2B evangelists — Mark Raffan // Content Callout
Show Notes
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01:54Finding companies to invest in content marketingFirst, determine the companies that are mature in terms of marketing. Narrow your search down to those with the budget to afford it, and identify the internal stakeholders to reach out to.
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04:47Getting internal approval for content marketing investmentsLeadership primarily cares about strategies that drive brand and business results. For internal approval, arguments should appeal to logic and emotion, and be backed by credibility.
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08:54Evaluating the ROI of contentThink about the kind of content youre producing and where it meets people in the sales funnel. From there, you can figure out how that content drives additional value.
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11:22Handling website conversion and retention issuesContent ideas should be given at three months to get any results. Also, ensure you have two to three alternative content ideas just in case the first one fails.
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15:18Tips for pitching content marketing investments to leadershipMake sure your plans are in alignment with the business growth and marketing objectives. If content marketing doesnt fit into that picture, its more worthwhile to explore other options.
Quotes
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"Generally, B2B SaaS or B2B tech companies are significantly more mature in their thinking about marketing than many other organizations." -Mark Raffan, CEO, Content Callout
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"When trying to get internal approval, there has to be a pain side and a pleasure side. Then, you reinforce that with logic, and the last piece is your credibility to carry that conversation internally." -Mark Raffan, CEO, Content Callout
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"If you've been shitting the bed for the last 6 months in your job, the likelihood of you getting approval for anything is pretty low." -Mark Raffan, CEO, Content Callout
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"If you're producing content just for the sake of content, that's a waste of time. First, think about the kind of content you want to produce. And where you want to meet people in their buying journey." -Mark Raffan, CEO, Content Callout
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"In marketing, one month is just never going to do it. So, if you're going to make your pitch, you're going to say, we have to try it out for at least 3 months." -Mark Raffan, CEO, Content Callout
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"Marketing is a support function to drive growth for the organization. And that support function needs to align to the business objectives." -Mark Raffan, CEO, Content Callout
- Part 1 Getting Buy-In for Content Marketing investments — Mark Raffan // Content Callout
- Part 2How to find B2B evangelists — Mark Raffan // Content Callout
Up Next:
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Part 1Getting Buy-In for Content Marketing investments — Mark Raffan // Content Callout
Mark Raffan, CEO of Content Callout, talks about the impact of content marketing programs. Producing content with no explicit purpose is a waste of time for companies. Afterall, marketing objectives should always align with business objectives. Today, Mark discusses getting internal approval for content marketing investments.
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Part 2How to find B2B evangelists — Mark Raffan // Content Callout
Mark Raffan, CEO of Content Callout, talks about the impact of content marketing programs. Outsourcing content production to influencers and evangelists inevitably helps companies increase brand awareness. B2B tech and SaaS companies are already reaping the benefits of B2B evangelism. Today, Mark discusses the process of finding B2B evangelists.
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