The Content Marketing Institute has updated its 2016 stats to share 9 stats designed to get senior buy -n. Very useful, particularly as the wonderful How to Convince your Boss hasn't been updated for a few years. Here are the points in summary, click the link at the bottom of this page to see them in full:

1. Content marketing outperforms paid search
2. Content marketing generates more leads and costs less than outbound marketing
3. People see more ads than ever before, content marketing cuts through that noise
4. Half of 18-49 year olds get their news and information online
5. Small businesses with blogs get 126% more lead growth than those without
6. It builds trust like no other method
7. Content marketing has 6 times the power of traditional marketing when it comes to convert people into leads
8. It's great for SEO
9. Businesses blogging 16+ times a month get 3.5 more traffic than businesses publishing 0-4 posts.