Marketing Managers Struggle to Get Content Marketing Investment From Senior Executives

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Marketing managers need extra resources to make their case for content marketing to senior management. A new micro-site called from Vertical Measures aims to give marketers a full range of resources to help them do just that.


How do you convince a boss to invest in content marketing?

Content marketing is one of the fastest-growing strategies today for driving business online, yet marketing managers are still finding roadblocks from upper management when trying to bring it to their company.

Senior-level leaders might cite reasons like budget constraints, team resource bandwidth, ROI objections, or just lack of confidence or knowledge. But this resistance is misguided: industry studies show that content marketing costs 62% less than traditional marketing and generates about 3 times as many leads (Source: HubSpot).

Marketing managers need extra resources to make their case for content marketing to senior management. That’s why Internet marketing agency Vertical Measures created a new micro-site to give marketers a full range of resources to help them do just that. (CYB) provides resources aimed at convincing senior executives of content marketing’s vital role in driving business in today's digital world. These resources include expert video testimonials, eye-opening statistics, free downloadable guides, related blog posts and more.

CYB was born out of frustrations experienced by Arnie Kuenn, CEO of Vertical Measures, after teaching the company’s content marketing workshops around the country. “A common lament I hear back from my workshop attendees is that once they’re back at their company, they can’t convince their boss of the need for content marketing. The boss either just doesn't believe it can be effective or doesn't foresee a positive ROI,” Kuenn said.

In order to give these marketing professionals resources to overturn these objections, was created. It’s a rich resource site that features pages of content designed to show how content marketing can grow a business while cutting costs.

Included in the CYB site are:
10 Video Testimonials – Vertical Measures asked 10 content marketing experts to pitch in and answer the question via video: "How do you convince a boss to invest in content marketing?" Contributors included industry leaders like Jay Baer, Joe Pulizzi, Marcus Sheridan, and Ann Handley, among others. The unique answers from some of the brightest minds in content marketing give keen insight into the challenges marketers face when pitching the C-suite, owners, or upper management and how those challenges can be overcome.

Two free downloads – An Executive Presentation Template for managers to use to pitch their case and a Content Marketing ROI guide called "The 6 Metrics Your Boss Actually Cares About," outlining what the important metrics are and how exactly to calculate them. The Executive Presentation Template download provides a fleshed out PowerPoint template that can be easily tailored to a specific company.

“We wanted to live up to the ideals of content marketing: help don't sell, and educate,” said Chris Bird, President of Vertical Measures. “These two key downloads not only give marketers the why of ROI for their boss, but the how to equip themselves to blow their boss away with their presentation and background research. At Vertical Measures, content marketing is what we do and how we've built our business, and we want to become the seed that will help grow content marketing within other organizations too." is now live, with consistent, ongoing updates being added to the site based on visitor and industry expert contributions.

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Vertical Measures provides comprehensive Internet marketing services for small-to-medium-sized businesses and nationally recognized brands. Using digital strategies like content marketing, social media, search engine optimization, and digital PPC advertising, Vertical Measures helps businesses drive more traffic, leads and more business from their websites.

For more information, please visit:

Quinn Whissen, Marketing Manager, Vertical Measures
T: 602-741-8601

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