Selling Content Marketing to Your CFO

Selling Content Marketing to Your CFO

Claudine Bianchi, CMO, Percussion Software

Mark Somol, President & COO, Percussion Software

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Our Presenters

© Percussion Software 2015

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Why should you get a budget?

“Because everyone else is doing it” is not going to get you the budget or support you need to prove the bottom-line benefits of

content marketing!


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Ask Your CFO

“How do you look for product solutions?”


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Searching for software

1. Google it.

2. Review first page search results.

3. Ignore all the ads.

4. Avoid vendor content.

5. Click on content from a trusted or known source.


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Searching for software

1. Google it.

Keywords and SEO in Content

2. Review first page search results.

Keywords and SEO in Content – 1st page or else

3. Ignore all the ads.

Paid just doesn’t work anymore

4. Avoid vendor content.

Just advetorial

5. Click on content from a trusted or known source.

Bingo!© Percussion Software 2015

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CFO Question

#1

How does content lead to revenue?


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Content benefits

• Awareness• Engagement

• Value


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CFO Question

#2

How can content that’s not about our products be effective?


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It’s about engagement

You wouldn’t just walk up to someone and say “Hey, let’s get married!” and expect a positive response. Customers have to get to know us and see us as a trusted advisor.


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CFO Question

#3

Isn’t it expensive to produce white papers and videos?


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Content doesn’t have to cost much

Content marketing is a lot less expensive than traditional advertising and isn’t limited to expensive long form deliverables.

Think blogs, existing collateral, even press releases – any PDF or URL can be considered content.


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CFO Question

#4

But aren’t we going to need to add headcount to keep the content fresh and growing our content marketing assets?


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Content is everyone’s job

Sales, support, product development, HR – everyone needs to contribute.

Content can be used more than once or repurposed.

Content can also come from our relationships outside of the company – partners, resellers,

even happy customers!


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CFO Question

#5

But how are you going to measure the effectiveness of our content marketing efforts? How are you going to tie it into

revenue?


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What about you?

What are some of the questions your CFO is asking you?


Selling Content Marketing to Your CFO

Marketing

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