Investing in Content With Kevin King
In this episode
Kevin and I sat down to talk about investing in content.
We chat about why leadership buy-in is essential, how aggressive goal-setting can trap teams in 'short-term mode' that limits long-term growth, why it is crucial to understand your competition's efforts when setting expectations, and more.
Key moments in the conversation:
0:00
Introduction
1:00
Balancing Short-Term and Long-Term Content Bets
3:01
Communicating the Value of Content
5:04
Leadership Experience Drives Buy-In
7:04
The Spectrum of Content Investments
8:04
Findings From CMI's State of Content Marketing
10:05
How Teams Justify Content Budgets
13:07
Bottom-of-Funnel Content and Executive Buy-In
15:08
The Upside of Top-of-Funnel Content
17:10
How Content Influences Other Channels
20:11
Example: A PR-Driven Content Campaign
22:13
Sizing Up the Competitive Landscape
24:14
Estimating a Competitor's Content Investment
28:18
Misreading Competitive Gaps
32:20
When You Shouldn't Invest in Content
38:25
Content Takes Time to Pay Off
40:27
Signs a Company Is Ready to Invest
44:29
Who Should Own Content Decisions
46:29
Closing
