Content Marketing

How to Get Organisational Buy-In for Your Content Marketing Strategy

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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One of the things we love about content marketing is how diverse it can be.

Many people have the misconception that content marketing is a tactic reserved for startups and small companies without the budget for more advanced techniques.

While there will never be a one-size-fits-all content marketing campaign that every company can use, any business can find success with content marketing if they apply it the right way. Just look at some of the huge companies who have been successful with content marketing in recent years, such as IBM, Commonwealth Bank, and Coca-Cola.

These aren’t small upstarts: they’re household names, with billions in revenue. If these huge companies with offices all over the world and complex departmental budgets can be successful with content, so can your business.

But first, you’ll have to come up with a plan and make sure you get buy-in from your whole team, including senior management.

Planning a Content Marketing Strategy for Your Organisation

As an established company, you’ll find that you need to go about creating your content marketing strategy a bit differently than a solopreneur or a startup.

The first thing you’ll need to do is gather the data. Find examples of how content has been used successfully in your industry or a field closely related to yours, and then determine which strategies or ideas you can duplicate from these examples.

Once you get some inspiration, you’ll need to create a plan of action that is supported by research and hard data. Businesses succeed by analysing as much information as they can possibly find and then making the right decision based on what they believe is the best course of action. The same will have to happen in order for your company to truly embrace content marketing.

Your plan should include the following elements:

  • What content marketing is and why it can be useful for your business
  • What a content marketing campaign will achieve for your organisation
  • How long it will take to achieve these goals
  • How much money it will cost
  • Who will be working on the campaign

These are just a few common examples of what you’ll want to have in your organisation’s content marketing plan.

Dealing With Objections to Content Marketing

No matter what size your company is or what type of marketing campaigns you’ve launched in the past, the odds are good that there will be some pushback when you present the ideas to your higher-ups.

Don’t be too concerned. Most people will recognise the value of content marketing if you can explain it to them properly. Here are some common objections to a content marketing campaign and how you can deal with them:

  • “We don’t have enough money.” What most people who say this don’t realise about content marketing is that it is much less expensive than they think. Consider the amount of time and money that has to be spent on outside sales activities like cold calling and trade shows, compared to the investment required to write a blog post or a social media update. Also be sure to point out that content lasts much longer than most outbound activities: it’s like a trade show that never ends!
  • “How will this lead to new business?” It’s true: content marketing won’t lead to a huge influx of new customers right away (most of the time). In fact, some companies don’t even measure the ROI of their content marketing campaigns using dollars. The key here is to tie your content marketing campaign to quantifiable metrics like shares, traffic, and views, and then tie those numbers back to revenue
  • “We don’t have the manpower.” Indeed, today’s businesses are stretched thinner than ever before. But there’s no reason that you can’t get a basic content marketing campaign going with the people you already have on your team. A few conversations with sales about the needs of prospects and you can determine what some good content topics might be. If someone is already managing your social media or web presence, it shouldn’t be too hard to get them to also monitor your content campaign. You can also talk about the ease of outsourcing today: even if you are not ready to hire a full agency for content, you can turn to freelancers so that you pay for only what you need for your content marketing

It might be a little more difficult for an established business to get started with content marketing, but it’s not impossible. Use these guidelines to help you develop and implement a strategy for content that will propel your thought leadership and lead generation to the next level.

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