How To Talk To Executives About B2B Content Value

Content leaders often struggle with how to best articulate the ways in which content KPIs contribute to the success of the business. Because content is a primary output and enabler for sales, marketing, product, and customer experience, executives must understand its contribution to the business. Content leaders who demonstrate to executives how content affects their objectives make it a more powerful lever for alignment and strategic execution.

Content leaders’ work has a strong tactical component and touches a wide array of business functions and roles — from demand marketing to customer experience, regional marketing, digital, social, localization, and sales and channel enablement. When talking to C-level executives, content leaders may struggle to communicate the relevance and impact of content without providing too much detail or too little context. In this report, we examine how content leaders can select content KPIs that nest clearly within executive priorities and how they can communicate this information concisely and memorably.