Jodi Harris has been with Content Marketing Institute (CMI) for almost nine years. She started as editor of the blog, then transitioned to curating and creating content, as well as helping with strategy for other CMI editorial products. In addition to her role as CMI’s Director of Editorial Content & Strategy, she’s also the editor-in-chief for Chief Content Officer (CCO), CMI’s digital magazine for content executives and team leaders. Jodi describes CCO’s editorial focus as “higher-level, more strategy-oriented, and a little bit more future-facing” than the tactics-driven focus of the CMI blog.
Does your ideal magazine audience already have company buy-in for content investment, or do you cover how to demonstrate the value of content and secure that commitment?
No matter how experienced the company is with content marketing, there’s always a measure of buy-in that’s required. Whether it’s securing buy-in for content marketing in general (which is common at start-ups or organizations that are new to the discipline), gathering the additional support necessary when there’s a need to create content differently or under a new strategy, or whether it’s, “We’re doing this well already. How do we optimize?”
Those innovative ideas may come from the content team or the marketing team, but they need to get buy-in from the executive management and corporate team in order to secure the budget and the permission to move forward — and to make sure everybody understands what they’re trying to do and how it’s going to perform in terms of the business goals, not just the marketing team’s goals.[Read more…] about Jodi Harris: Content marketing can create a cache of trust