marketingondemand

  • Who we are
  • What we do
    • Strategy
    • Delivery
    • Operations
  • Work with us
  • Services
    • Consulting
    • Copywriting
    • Social Media Packages
    • The case study writers
  • Clients
  • Blog
  • Contact us
    • Cookie Policy
    • Privacy Policy

19 July, 2018 By Sarah Wood Leave a Comment

How to get content marketing buy in

Getting content marketing buy in can be tough

Benjamin Child

With over 90% of companies now using some form of content marketing in their business, you would think that the time to ask ‘should we do it?’ is past, with discussions moving on to the what and the why pretty quickly.

But if you have still been unable to convince your company that they should be looking to invest in a future that puts content marketing at its heart, how do you go about getting definitive buy in?

How important is content marketing?

Content underpins all successful marketing efforts today. Consumers expect useful content that they enjoy and that inspires or educates them. Content is becoming more critical as the foundation of marketing. As more companies become creators, the importance of quality content distributed to potential clients and existing customers increases.

Content has the potential to increase traffic, generate leads, boost conversion and build relationships, but convincing your company to invest the average 28% of marketing budget  that some companies are prepared to invest (CMI 2015) can still prove challenging.

Don’t mention the what

The best way to persuade the budget holder that investing in content marketing is worthwhile is not to mention content marketing. As a concept it is open to interpretation and varying definitions.

Pitching content marketing as an end inf itself is talking about the channel and the method you would use. Focus instead on the benefits and the results that creating and sharing content can bring to your business.

Focus on the benefits

What if you could answer the questions your customers actually have? Is there an opportunity to create real dialogue with customers? What if you could connect with prospects and learn what they want – then give it to them?

Show how you can be more proactive, more responsive, and generate real business growth, and demonstrate a solid strategy to achieve this. Use relevant statistics or examples to support your case. Illustrate the value of what you are proposing and demonstrate its worth in real business terms.

Concentrating on the why, rather than the what – just as you would do directly with customers – will help you put the case for content marketing to any remaining doubters in your company.

Measurable results

Content marketing can be implemented at nearly any budget point, the barriers to entry are low. Spend is increasing and your focus should shift from justifying being in the game to how you can succeed.

Being able to articulate a clear strategy will help your case, as will documenting this strategy. Having back up statistics and examples  will support your case. Check out this fabulous infographic from demandmetric on the state of content marketing for some inspiration. Finally, outline a plan for managing your content creation and marketing plans and how you will keep them resourced and achievable for your organisation.

Get your content marketing buy in

Creating and sharing high-quality content that sparks a dialogue is the best way you have to reach your audience. From there you can turn them into new or repeat buyers. Demonstrate to your company stakeholders how you will see measurable marketing results from running a strategic content marketing program. Then your business will see the real benefits.

If you need help at any point in your content marketing, pitching, planning or creating, then get in touch today to see how we can support you through a simple process that will bring benefits to your business.

 

Related posts:

  1. Content marketing focus 2015: how can we help you?
  2. How a documented content strategy is critical for your digital success
  3. Get new blog posts found with these 18 free foolproof tactics

Filed Under: content marketing, digital strategy and operations Tagged With: blogging, business, content strategy

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Search

Follow us on Twitter

Tweets by @SarahWood7

You may have missed:

June 2021 reads

The Sweetness of Water Nathan Harris This is a very powerful book, telling very moving stories from the end of the American civil war. It’s a slow-paced and moving story about lives affected by the freeing of slaves and the effect this has on whole communities. George and his wife Isabelle, the freed slaves they […]

May 2021 reads

Books I read in May 2021 The Vanishing Half, Brit Bennett 5 stars Insightful and empathetic, the book weaves the story of twins who are split apart by circumstances and who live their lives one white, one black as they find themselves far away from their beginnings. The book covers so much ground, has many […]

April 2021 reads

Books I read in April 2021 First Person Singular Haruki Murakami 5/5 Reading these Murakami stories is at once coming home to familiar ground and at the same time being taking in a new direction by each story. The stories deal with the usual Murakami topics, and each one is like a drink of fresh […]

Copyright © 2025 MarketingonDemand · PRIVACY POLICY · COOKIE POLICY · info@marketingondemand.co.uk · +44 (0)1491 614404

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish.Accept Reject Read More
Cookie Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT