The document discusses reasons why clients and bosses reject content campaign concepts proposed by marketers. It outlines 4 main reasons: 1) They don't understand the goals of the content campaign and how concepts align with those goals. 2) They view content marketing as advertising rather than a strategic approach. 3) They believe content campaigns will be too expensive to execute. 4) There is no evidence that a content campaign will return results or be financially worthwhile. The document provides advice on how to address each of these concerns during the campaign ideation and pitch process.
32. @BrockbankJamesTheRealReasonsWhyYourClient(OrBoss)KeepsRejectingYourContentCampaignConcepts
02. They Think Content Marketing Is Advertising
Content
Marketing:
“Content marketing is a strategic
marketing approach focused on
creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly defined
audience — and, ultimately, to drive
profitable customer action.”
(Content Marketing Institute)