Here\u2019s how it can help you share your knowledge with your colleagues.<\/p>\n\n\n\n
>>Download your copy of A Content Marketing Cheat Sheet for Non-Marketers now!<\/strong><\/a><\/p>\n\n\n\n Depending on how long you\u2019ve been working in content marketing, you\u2019ve likely heard each of these questions about a dozen times each year:<\/p>\n\n\n\n Sales teams and executives who aren\u2019t as well-versed in the fundamentals of content marketing can find themselves lost. No matter how involved you need our colleagues to be in your content strategy, it\u2019s your responsibility to educate them. <\/p>\n\n\n\n Remember: anything that you can quantify in terms of revenue and how a certain practice can grow your company\u2019s customer base is language that any professional (especially executives) can understand.<\/p>\n\n\n\n Photo by Joshua Hoehne<\/a> on Unsplash<\/a><\/p>\n\n\n\n B2B marketers (and marketers in general) have a bad habit: we tend to speak in abbreviations and jargon around those who don\u2019t speak our language. It\u2019s easy to get caught up in our own little bubbles complete with our own shorthand, just like we do with our friends. But no one likes to be left out \u2014 especially at work. <\/p>\n\n\n\n Simply put, we can\u2019t assume that our colleagues outside of the marketing department know what every term we throw around in Zooms and emails means or how it works. Just because we\u2019re so familiar with it doesn\u2019t mean our teammates do. <\/p>\n\n\n\n By combining crucial key terms most commonly used in content marketing and the most frequently asked questions non-marketers have, this resource will help you break it down your marketing mission to sales reps and executive team members. For example, here\u2019s some of what your colleagues will find inside A Content Marketing Cheat Sheet for Non-Marketers<\/em>:<\/p>\n\n\n\n Content Marketing<\/strong> Engagement<\/strong><\/p>\n\n\n\n This is very different from a lead. There are many ways buyers can interact with content. We can measure clicks, views, opens, shares, and downloads. When a buyer interacts with content, that does not necessarily make that buyer a lead.<\/em><\/p>\n\n\n\n Buyer\u2019s Journey<\/strong> How much is this going to cost?<\/strong> These are just a few examples of what you can expect to find this resource. So before you schedule your next meeting or before you send that one big-time email that you\u2019ve been crafting for weeks, make sure your colleagues know the basics and have had a chance to review the FAQs so that they fully grasp your content marketing goals and strategies.<\/p>\n\n\n\n Special thanks to Follow Your Buyer for partnering with us on this excellent cheat sheet.<\/p>\n\n\n\nHow to Sell Company Cynics on Content Marketing<\/strong><\/h2>\n\n\n\n
Commonly Used Terms Non-Marketers Should Know<\/strong><\/h3>\n\n\n\n
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<\/a><\/figure>\n\n\n\nTerms<\/strong><\/h4>\n\n\n\n
The process for developing, executing, and delivering the content and related assets that are needed to create, nurture, and grow a company\u2019s customer base.<\/em><\/p>\n\n\n\n
Business buyers don\u2019t just wake up one day and decide to purchase something \u2013 they go through a journey of several steps to get there. From not knowing they have a problem, to deciding how to solve it, your buyers are on a journey, and you need to go on it with them.<\/em><\/p>\n\n\n\nFAQs<\/strong><\/strong><\/h4>\n\n\n\n
<\/strong>It won\u2019t be cheap, not if we want it to work and not if we want to get good data and accurate contact information for the buyers who engage with our content. But remember, trade shows aren\u2019t cheap either, especially once you factor in the travel, the booth itself, shipping fees, time away from the office, etc.<\/em>
How will we measure ROI?<\/strong>
We\u2019ll need to get on the same page about how we are going to define goals, and from there, we can start to measure ROI. Whether you want to measure the number of meetings, closed deals, or the number of qualified leads, content can help us in many ways. Attribution can be tricky with content marketing, but if sales and marketing can keep an open line of communication about engagement activity, we can then work together to determine ROI.<\/em><\/p>\n\n\n\n