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My advice: If you can’t commit and go all in , stop creating content and go do something else.

If no one in your company owns content marketing strategy, congratulations, it’s your responsibility. Content marketing, even though an old discipline, is still a new muscle in most organizations. If you are working with traditional marketers, I guarantee they aren’t going to think they need a strategic approach to content.

My advice: You own it. Get started. Every week, send an amazing content marketing example to your boss; you can easily share the This Old Marketing example we discuss each week during our podcast, Original Penguin WT 0pWaishm0
. If you can, print it and send. You’ll gather support by educating your executives on why content marketing is important.

And for the love of God, please show them The Story of Content documentary. It works every time. (You can even download our HarleyDavidsonCreston p5XDse
to help with the conversation.)

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Same as “no one owns this.” Are you really waiting for permission to create a content marketing strategy? If so, you’re killing me, Smalls.

My advice: Consider it mentioned. Get it done. Consider a pilot program .

“Under the radar” is another way to say “Our company doesn’t think content is important,” even though your organization most likely creates more content than ANYTHING ELSE in the organization. Believe me, at some point, some senior-level executive is going to ask the question why so much content is being created that can’t be measured. And when that day comes, they’ll be looking right at you.

There’s the door, brother!

My advice: Show why content is important to your organization. Think about goals and measurement for every piece created.

THE CEO FORCE FOR GOOD
Creating a Better World Through Business
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WHAT IS CECP?

CECP is a CEO led coalition that believes that a company’s social strategy — how it engages with key stakeholders including employees, communities, investors, and customers —determines company success.
Founded in 1999 by actor and philanthropist Paul Newman and other business leaders to create a better world through business, CECP has grown to a movement of more than 200 of the world’s largest companies that represent $6.2 trillion in revenues, $18.4 billion in societal investment, 13 million employees, and $15 trillion in assets under management. CECP helps companies transform their social strategy by providing customized connections and networking, counsel and support, benchmarking and trends, and awareness building and recognition.
$ 18.4 B
Societal Investment
M
Hours of Employee Engagement
$6.2 T
Total Revenue
Companies
$ 15 T
Assets Under Management of the Strategic Investor Initiative
CECP is an excellent forum for sharing insights with top business leaders who are committed to tackling society’s challenging problems. The opportunity to focus on the role our companies play in community well-being with like-minded individuals is highly rewarding and productive.

Ken Frazier

One of the important things CECP has done is rise above the fray and really talk about how, collectively, we can make a difference.

JEFF IMMELT

It’s not often enough that CEOs are able to gather and given the space to discuss the application of business solutions to society’s tough challenges. CECP brings us together and guides us in the discussion on the power of purpose in our businesses.

HIKMET ERSEK

I helped to start CECP with the belief that corporations could be a force for good in society.

PAUL NEWMAN

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What Counts:The S in ESG New Conclusions

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Download a copy of The report centers around a goal: . Thegoal responds to companies noting a challenge that current “S” metrics do not include all the ways the company is a force for good. The goal responds to investors noting a challenge of understanding what’s on the short-list of ESG metrics they should look at for every company.

Giving in Numbers: 2018

Learn More

The 2018 Giving in Numbers Survey is now closed!Stay tuned for the 2018 Edition. An in-depth analysis of 2016 corporate giving and employee engagement data from the world’s largest companies.

"Everybody has a plan until they get punched in the mouth." --Mike Tyson

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