selling content marketing to your cfo
Post on 30-Jul-2015
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Selling Content Marketing to Your CFO
Claudine Bianchi, CMO, Percussion Software
Mark Somol, President & COO, Percussion Software
#contentbudget 3
Why should you get a budget?
“Because everyone else is doing it” is not going to get you the budget or support you need to prove the bottom-line benefits of
content marketing!
© Percussion Software 2015
#contentbudget 5
Searching for software
1. Google it.
2. Review first page search results.
3. Ignore all the ads.
4. Avoid vendor content.
5. Click on content from a trusted or known source.
© Percussion Software 2015
#contentbudget 6
Searching for software
1. Google it.
Keywords and SEO in Content
2. Review first page search results.
Keywords and SEO in Content – 1st page or else
3. Ignore all the ads.
Paid just doesn’t work anymore
4. Avoid vendor content.
Just advetorial
5. Click on content from a trusted or known source.
Bingo!© Percussion Software 2015
#contentbudget 9
CFO Question
#2
How can content that’s not about our products be effective?
© Percussion Software 2015
#contentbudget 10
It’s about engagement
You wouldn’t just walk up to someone and say “Hey, let’s get married!” and expect a positive response. Customers have to get to know us and see us as a trusted advisor.
© Percussion Software 2015
#contentbudget 11
CFO Question
#3
Isn’t it expensive to produce white papers and videos?
© Percussion Software 2015
#contentbudget 12
Content doesn’t have to cost much
Content marketing is a lot less expensive than traditional advertising and isn’t limited to expensive long form deliverables.
Think blogs, existing collateral, even press releases – any PDF or URL can be considered content.
© Percussion Software 2015
#contentbudget 13
CFO Question
#4
But aren’t we going to need to add headcount to keep the content fresh and growing our content marketing assets?
© Percussion Software 2015
#contentbudget 14
Content is everyone’s job
Sales, support, product development, HR – everyone needs to contribute.
Content can be used more than once or repurposed.
Content can also come from our relationships outside of the company – partners, resellers,
even happy customers!
© Percussion Software 2015
#contentbudget 15
CFO Question
#5
But how are you going to measure the effectiveness of our content marketing efforts? How are you going to tie it into
revenue?
© Percussion Software 2015
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