Over the past several years, marketers have made tremendous strides with content marketing
and as a result are better at communicating with their audiences.
• 86% of B2B marketers report that their organizations are now using content marketing,
and 70% of them are creating more content than they did one year ago.
• More than two-thirds of the marketing leaders we interviewed as part of Content Marketing
Institute’s Executive Forum research are seeing their entire marketing departments
restructuring to address content marketing needs.
But despite high adoption rates and a commitment to the discipline, not all marketers think their content efforts are as
effective as they could be. While many aspects of content marketing can present challenges, there is one barrier that is
certain to impede progress: lack of executive support. If executive management does not believe in content marketing on
the whole, it will be incredibly difficult to get the right groups involved, get specific tactics approved, or get the permission
to experiment, learn from mistakes, and make essential adjustments that can lead to greater success.
To help you get the support you need, we’ve compiled a starter kit of essential talking points and support statistics you
can use as the basis of your buy-in conversation. Of course, like all statistics, the data points we’ve shared here simply
reflect information at one given point in time. But a library of stats that point to similar trends can help build a pretty
convincing case, so feel free to mix and match the points that are most relevant to your company’s situation.
As you embark on your mission to evangelize content marketing to the C-suite, we hope you will find this book to be an
invaluable resource for building and enhancing your content marketing program.
Yours in content,
Content Marketing Institute