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Getting C-Suite Buy-In for Content Marketing

We’ll be blunt: creating, implementing and managing a great content marketing campaign – one that actually gets results – won’t be fast and it will cost money. Possibly lots of money.

Why? Creating content takes planning and time. Creating content takes writers and video specialists and social media managers, people who all need to be paid fairly for their expertise.

So it’s understandable that your company’s leadership team will be very leery when you come to them and say “Hey, guys and gals, we need to start marketing our company with content. And it’s going to cost us a few thousand dollars – or even more – before we ever see one red cent in revenue from our efforts. Whadaya say!?”

Getting buy-in from the members of your firm’s C suite won’t be easy. These folks are bottom-line oriented and want to know that spending X number of dollars will result in $XX revenue in half-an X amount of time.

How can you get their approval? Read below for some strategies:

  • Remind them that it can take up to 10 touches via any type of marketing/sales tactic before a prospect buys. Consumers research a lot online. They are skeptical. They want solid, factual information. Content marketing provides them that information and if it’s your company offering that truthful information, it has the better chance of getting the sale.
  • Get them involved in the content marketing planning program themselves. Put a plan together that has a solid deadline and metrics (executives love metrics and analysis) that you’ll look at to measure results. This means you’ll have to craft a benchmark analysis of where you are now so that you’ll have something to compare when your deadline arrives. Good deadlines are six months, a year, etc.
  • Craft measurable objectives. Number of new customers. Increase in revenue. Number of repeat customers. Aim to give your executives spreadsheets that feature monies out and in. Sure, add the numbers of new followers, the number of likes, your EdgeRank rankings, etc. But understand that your firm’s leaders are bottom-line focused. They’ll want to be sure they’re following the money. Give them the road map.
  • Keep the jargon to a minimum. Inbound marketing. Followers. Panda. Penguin. Content marketing really is just solid marketing. It’s what businesses have been doing for years, but without the fancy name. It’s public relations (news releases), advertorials in newspapers, direct mail pieces, etc. delivered online.
  • Telling your company’s president that your firm “needs” content marketing because it’s “important today” won’t cut it. Be sure you’re clear that content marketing is more of a lead-generation vehicle. It’s how to bring prospects into the funnel and manage them there. You need to come to your leaders with reasons that make sense from a business standpoint: you’re creating a new marketing process. You’re going after a new market. Speak the C-suite’s language, not yours.

Learn more about the benefits of content marketing in terms your boss will understand. Visit www.Webmarketing123.com where you can download our latest free e-book, Top 10 Digital Marketing Mistakes CMOs will Make in 2013.