How to Map Around the Rocks Blocking Your Content Vision

mlns='> [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 4.2.21 Connect with CMI [How to Measure Content Marketing: The (Updated) Essential Guide]( Your content marketing program will be judged by the impact it makes on your business’s bottom line. Try the tips, templates, and techniques in this post to make sure you’re measuring (and acting on) things that make a difference. [Read more]( By Jodi Harris [Measurement and Reporting] Some more of this week's best stuff: - [Is April Fools' Day Worth the Risk for Brands?]( by Ann Gynn [High-Level Strategy] - [10 Things to Think About With Email Marketing]( by Kevin George [Distribution and Promotion] - [The Only Way to Guarantee a Perfect Content Model]( by Mike Wills [High-Level Strategy] - [Traffic Soared but Funding Disappeared (and Other Content Marketing Surprises of the Week)]( by Content Marketing Institute Team [Trends and Research] - [Video and Visual Content Marketing Resources]( Join Our Weekly Wrap News Crew Did you come across an exciting content idea, unique example, or puzzling trend this week? Help us share it with your fellow Content Marketing Institute readers by completing [this form](. If we include your submission in an upcoming Weekly Wrap, we’ll credit you as the source of the inspiration.  A Note From Robert Rose How to Map Around the Rocks Blocking Your Content Vision Have you ever had to navigate around rocks blocking your way? Most content marketers do at some point. I recently worked with a senior director of marketing at a large software company that’s new to content marketing. He was trying to figure out the best way to roll out an entirely new (to them) way of generating more-engaged leads. He’d spent a few frustrating months socializing the proposed changes throughout his company. In every meeting with his stakeholders, a new rock appeared in his way. When he proposed a new flow of content to various external channels, the sales team said, “But what about this other problem?” When he proposed a business case for a content marketing platform to the head of brand marketing, she said she’s not sure senior leadership understands what content marketing is. When he talked to product marketing about optimizing their content, they said their content is already amazing. His confidence (and his presentation) started to suffer. He changed his presentation based on the feedback he’d gotten. But when he met with the same groups again, he got the same result. I looked at his presentation – and the challenge began to take shape. The arguments he made were all about filling a gap the teams didn’t believe they had. The sales team didn’t feel the content flow was a problem. The head of brand marketing didn’t see the senior leadership’s lack of understanding of content marketing as a priority. And the product marketing team didn’t feel their content needed improvement. His whole presentation screamed, “Don’t you get it? You have a problem I can fix!” Then we had a breakthrough. My client realized he could see how his vision would benefit the stakeholders, but the stakeholders couldn’t. What did he do to change his approach? First, he created a list of all the objections he’d heard and all the additional ones he could imagine. Then he wrote down the positive future that he saw coming out of each one. In other words, he wrote down a vision for what would exist when all the rocks were gone. Using this map, he built new business cases. His content marketing presentations still encountered rocks, but he addressed each of those frustrations. His pitch became personal to the listeners. It enticed people. Want to win your case for a content program? Show your colleagues not only how it will help the business succeed, but also how it will help them succeed. The gifts they give back to you – enthusiasm for and commitment to change – will keep on giving. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](.  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Consumer Content Strategy Advisor, TransUnion, Chicago, IL - [Learn More]( - B2B Copywriter, Dragonfly Editorial, Remote - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  Sponsored Content:  24 Point Checklist for Migrating Your CMS from On-Premises to the Cloud If you’re considering migrating your content management system (CMS) to the cloud, this 24-point checklist will get you on the right track with best-practices for a successful migration. [Download Now »](   More from CMI Content Marketing Awards now accepting entries! Did you create some of your best content in 2020? Were you challenged to create different content, distribute in new ways, and step out of your comfort zone? We want to celebrate your work in this year's Content Marketing Awards. With over 85 categories to choose from, there's a category or two that is right for you. Enter today! Early pricing ends April 9. [Enter Today »](   [No More Experts]( The world doesn't need another expert. Some of the most successful brands in the world earn more revenue, generate higher quality leads, and build scalable businesses because they've leapt from expert to visionary. In his lively and educational CMWorld 2020 session, Andrew Davis pumps us up and explains to us why we need to head to Visionary Town. 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