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.
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.