The amount of times I’ve heard that content marketing isn’t effective is unreal. This is not a race, people! This is the long game! I get it, I really do. You want to see return on your investment as soon as possible; but investing in your content develops better results in the long term.
Let’s talk about a few ways to pitch the idea of content marketing to executives and create the much-needed buy in for a proper content strategy. Contently wrote three great tips on the subject that we’d love to share with you all now.
- “Start small, but don’t half-ass it” You don’t have to risk it all on content marketing. You can start off small and work your way up as results start showing. The thing you can’t do here is equate small with less effort. If you’re going to do it, you should do it properly. Try it out with one business unit it or product line and see how that plays out. Create your strategy by defining your persona and objectives. Once you’ve done this you can clearly track how those audiences are engaging with your content and how their relationship with your brand affects their likelihood to purchase down the road.
- “Market your content with paid media” Remember that organic content is not enough these days. You have to pay to play. People tend to forget that content marketing still involves marketing! You need to spend money to get in front of the right audience at the right time– you’re just using different tactics and methods to do so here. Paid social, programmatic buying, and native advertising will greatly benefit from quality content. This all plays into the holistic approach and will feed into your other inbound tactics that drive results (such as lead generation and search).
- “Evangelize to the rest of the C-suite and other teams” Don’t try and hide your results or keep them too close to the vest. You have to show your work to others or they’ll never get on board to your strategies. Make sure to prove the value by having measurable metrics to look at and craft impactful stories backed by data. The success will follow with hard work.
Now that you’re armed with these tips on getting started with content marketing and pitching to the rest of your executive team, go do it! What are you waiting for?