To get your executive team’s support you need to help
them understand what content marketing is —
as well as what it isn’t.
For instance, Content Marketing Institute (CMI) uses the
definition at right, which reflects how the discipline
has evolved over time — from the mere “creation and
distribution” of content to a formal business discipline.
While this definition sets the basic parameters, it
does not account for the myriad considerations and
decisions that enable an organization to reach its
business goals through successful content marketing.
CONTENT MARKETING, DEFINED
Content marketing is a
strategic marketing approach
focused on creating and
relevant, and consistent
content to attract and retain
a clearly-defined audience —
and, ultimately, to drive
profitable customer action.
SOME KEY CONSIDERATIONS FOR CONTENT MARKETING ARE: