You know that content marketing has the power to revolutionize your business, but this understanding means little if you can't get key decision-makers to buy in. Learn how to champion content marketing within your organization.

1. Part 1 of 4: Championing Content Marketing in a B2B Organization
PART 1 OF 4: Developing a B2B Content Strategy
Championing
Content
Marketing in a
B2B Organization

2. I'm a Content Marketing Consultant
and CEO of Honigman Media.
HI!I’m Brian Honigman

3. HUGE
YOU KNOW THAT CONTENT MARKETING IS
FOR B2B ORGANIZATIONS ESPECIALLY…

4. ….BUT THE PROBLEM IS
HE DOESNT AGREE
pictured: your boss

5. HOW DO YOU
CONTENT MARKETING EFFECTIVELY?
CHAMPION

6. PRESENT THE
FACTS
STEP 1
There are plenty of
facts to back you up.

7. THE FACTS ARE
ON YOUR SIDE

8. 7%
93%
PERCENTAGE OF B2B MARKETERS
USING CONTENT MARKETING
Last year, 91% of B2B
marketers said they used
content marketing.
Source: Content Marketing Institute

9. 42%OF B2B COMPANIES THAT USE CONTENT MARKETING
RATE THEIR EFFORTS “VERY SUCCESSFUL”
up 16% from the previous year.
Source: Content Marketing Institute

10. ARGUE FOR
SUSTAINED
EFFORT
STEP 2
Content marketing is
an uphill climb.

11. “QUICK TEST”
CONTENT MARKETING NEVER WORKS AS A

12. 80%OF CORPORATE BLOGS HAVE
ONLY FIVE POSTS OR LESS
Source: IBM BUSINESS INTELLIGENCE

13. “QUICK”
MOST LIKELY BECAUSE THE RETURNS WEREN’T

14. LONG-TERM COMMITMENT WILL GET
YOU OVER THE CONTENT EFFORT GAP
Source: MOZ
ROI/EFFORT
The Gap of
Disappointment
Investment Required
Returns Generated
Month 1 Month 6 Month 12
Effort

15. ILLUSTRATE
THE
BENEFITS
STEP 3
Paint a happy picture
of content marketing.

16. CONTENT MARKETING IS FAIRLY
WORTH IT
DIFFICULT
BUT IT IS ALSO TOTALLY

17. CONTENT MARKETING IS FAIRLY
WORTH IT
DIFFICULT
BUT IT IS ALSO TOTALLY
WORTH IT
Focus on this part
and you’ll do fine!

18. BENEFITS
HERE ARE SOME CONTENT MARKETING

19. SEO PR BIZ
DEV
SOCIAL
MEDIA
NET-
WORKING
BENEFIT 1: CONTENT MARKETING CAN ENCOMPASS MANY
EXISTING MARKETING FUNCTIONS
SALES

20. BENEFIT 2: CONTENT MARKETING CAN
PROVIDE DIRECTION AND COMMON
PURPOSE TO ALL THESE AREAS

21. POINT OUT
OTHER GREAT
CONTENT
STEP 4
Show how your
competition is doing well.

22. COMPETITION
CONTENT MARKETING IS PROBABLY ALREADY WORKING FOR YOUR
AFTER ALL 93% OF B2Bs USE IT AND 42% REPORT GREAT SUCCESS

23. COMPETITION
SO, TO CONVINCE YOUR BOSS IT’S WORTH IT, POINT TO YOUR
AS AN EXAMPLE OF WHAT CONTENT SUCCESS WILL LOOK LIKE

24. IT WILL BE A LOT EASIER TO IMAGINE THE
BENEFITS WHEN THEY CAN SEE WHAT
THEY MIGHT LOOK LIKE.

25. COME IN WITH
A GAME-PLAN
STEP 5
Get your
game face on.

26. PLAN
IT WILL BE MUCH HARDER TO MAKE A CASE WITHOUT A

27. CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!
LIKE THIS DECK?
PART 2 PART 3 PART 4
Next

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THANKS FOR READING!
KEEP IN TOUCH!