CHAPTER 4
The Business Case for Content Marketing
BY ROBERT ROSE
Luck is not a business model.
ANTHONY BOURDAIN
It feels like we’ve been down this road before, doesn’t it?
In 2011, and the last time we were coming out of an economic challenge, it was all about “innovation.” In fact, when Joe and I wrote Managing Content Marketing in 2011, our very first chapter noted this, saying:
Building the business case for innovation is a huge piece of starting to introduce an innovative process like content marketing into an organization. Why? Because it’s quite simply getting permission to fail. There’s no way to prove return on investment (ROI) before you innovate because by definition it hasn’t been proven before. In order to build more innovative and ...
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