I understand that there is value in earned media, but I also believe that content needs to be tracked back to measurable results. I'm in marketing, so everything is about pipeline. There are different metrics for different stages of the pipeline. Early in the funnel, it can be as simple as impressions, likes, follows, RTs, etc. Later in the funnel, it gets into conversions, opportunities and closed deals. Post sale, it becomes about customer retention and their success. You connect content to revenue, and budget is really easy to come by. One campaign we did: $100k investment = $12.5M in booked revenue. That's easy math for your client.