Savvy PR pros have embraced content marketing, because when it’s tied to an overarching theme it can be an enormous boost for media and blogger relations.
Just like anyone else, influential writers and producers use search functions to research stories and observe trendy links that are passed around the social Web. Content marketing is an essential alternative path to breaking the threshold of clutter in a reporter’s inbox or voicemail.
However, knowing we need to champion a new way of thinking and making it happen are two different things. Here are six key points to address when lobbying senior managers for a content marketing program.
1. Build the foundation with facts. Risk-averse managers hesitate to embrace new ideas. Although content marketing is more than 100 years old, for many it’s a new way of thinking about marketing and PR. To prove this isn’t just the buzzword of the week, start your case with facts. For example, according to the 2013 B2B Content Marketing benchmark study: