How do we sell the need to create educational content to the executive team, especially when it doesn’t drive much revenue? I believe it is crucial for customer lifecycle (awareness) and improving customer experience.

When most people encounter a problem, they typically search for instructions on how to solve a pain—not a tool. Build a content strategy around top-of-the-funnel awareness content that educates your target audience (even if it loosely aligns with your offering but is still valuable to your audience). You'll become a trusted source of information. This will boost SEO and keep your company and brand top of mind when they are ready to purchase a solution.

While top-of-funnel awareness content makes it difficult to track the revenue impact, it's still a vital component of the content strategy.

In the past, I've worked with the head of growth to map the content funnel to different personas and identify gaps. Once these gaps are identified, you can build a case for why you need different content at the funnel's top, middle, or bottom.