A presentation about making the business case for Content Marketing, presented at CMCX in Munich, March 2018.

1. Making The Boss a
Content Marketing Believer
Ian Truscott / Head of Marketing
@iantruscott / @censhare / #cmcx

2. Why me?
• Been doing B2B marketing in the software
business for years
• I’ve had to do this 
• Created a Content Marketing practice in a
fast growing US agency
• Spent time at McCann
• Advised Nasdaq, American Express,
Vauxhall and others on this on this very
topic

3. Who are we?
• Fast growing content management solution based in
Munich (350 people, DE, CH, UK, US, Benelux, Nordics,
India)
• Clients that include McDonalds, B/S/H, Oriflame, BMW,
Christies
• Universal, Smart Content Management solution aimed at
replacing the silos and a platform for omni-channel digital
experiences (inc. print)
• WCM, PIM, DAM, MRM, DXP (all the acronyms)
• Unique semantic technology, like they use in artificial
intelligence
• Background in publishing, we understand the content
marketing challenge – as every organization is now a
publisher

4. So, how do we
make the boss
a believer?

5. Start With YOU - Believe in it
• You need to believe and act - this is
a strategy not a tactic
• It is marketing
• Content marketing is powerful - think
about the Marlboro Man - Content
marketing is so powerful that they
have legislation to ban it
• Find examples in your industry that
are not killing people 

6. Now lets work on the boss..
Three tips:
• Connect with what the C-suite cares about
• Align your goals and team metrics with company goals
• Create a story that everyone can believe

7. Align with
goals

8. "The purpose of a business is to
create a customer. Business has
only two functions --
marketing and innovation. All the
rest are costs.” Peter Drucker
Speak the language

9. The Mission
awareness revenue trust

10. wareness
• Not a popularity contest
• Do you want 100% of the market or 100% of your
tribe?
• Think about the people you don’t want to market
to
• This can be the hardest thing to convince the
boss about!

11. Its not this..
You need to
build
engagement
not just web
hits…

12. Awareness – Be Useful
Useful content
gets shared –
think about how
your content can
be helpful – find
examples

13. wareness
metrics• Remember the influencers and the real buyers
• Develop a metric that fits your customer journey
and influencer mix – not just web hits

14. evenue
• Tie your content marketing to the
sales funnel (or the core part of the
business)
• Invest in reporting and
measurement

15. Deals
SQLs
MQLs
Contacts
Product
Marketing
Content
Marketing
Corporate
Marketing
Aware
Considering
Purchasing
Content consumed
Primary
Execution
Corporate
Marketing
(SEO / PPC / PR / Social
/ AR)
Field Marketing
(Events, outbound,
nurture etc.)
Sales
(Digital nurture,
campaigns etc)
MQLs
SQLs
Customer Journey
Phase
Not to scale
5:1
Sources
Owned
Social
PR
Paid
Events
AR
Revenue attribution
Contacts
Example
Show how
your content
will influence
the funnel

16. Maybe show your
commitment as you
discuss your
compensation, tie
your performance to
the business

17. evenue metrics
• Commit to common, well
understood KPI’s

18. rust
• Good content marketing creates credibility
• Fuels an influencer program
• Shows that you are ‘their kind of people’
• People only subscribe if they trust, consider
this basic metric and work from here

19. rust metrics
• People only subscribe if they trust, consider
this basic metric
• Sharing is a good metric of trust
• Tie the language of marketing metrics with a
simple word - Trust

20. The Mission
awareness revenue trust

21. If your content
marketing is not
creating ART it is not
worth doing.
Be clear on this, the
boss will love it.

22. The story

23. The story – my definition
Telling a brand story through sharing
useful and relevant content that
provides value to both the audience
and the brand

24. The Quid Pro Quo of Content Marketing
usefulness
The business
The consumer
You products and services are
hidden and you are not
relevant to my problem, but
thanks for this content
If it’s useful I’ll trust you.
I’ll share and follow the call to action
It’s boring
It’s all about us
Giving too much aware for free
Not getting a return on
investment

25. The story (and the boss)
• The story has to be believable and as close to your
core values as possible – but your story
• Therefore as a marketer you need to feel the
heartbeat of your organization
• Employees need to feel it, to convey it and be your
fist set of ambassadors
• The first employee that needs to feel it – the boss
• Appeal to their goals, aspirations and needs
• Be bold and if the boss doesn’t agree, maybe you
have the wrong boss ;-)

26. And us? What are we doing?
• Defined audience
• Useful content
• Relevant to our target audience
• Move perception of boring software
business trying to sell
• Matches the spirit of our founders

27. One last thing….
• Ask why?
• Ask who cares?
• Get off the hamster wheel

28. Summary
• Start with you
• Connect with what the C-suite cares about
• Align your goals and team metrics with company goals
• Create a story that everyone can believe
• Ask the hard questions…
• Good luck!!

29. Thank you
Come visit our stand!
@iantruscott
@censhare
http://censhare.com
#cmcx