If you’ve observed the success that other marketing teams like yours are seeing with content marketing, you’re probably itching to try it for your company. But content marketing requires resources, and you know you can’t do it alone or with your budget’s current allocation. Convincing your management team to invest in content marketing can seem daunting, especially if you aren’t sure how to pitch it. In this post, we’re sharing everything you need to prove to your management team that content marketing works.
1. Frame Your Pitch
Every sales methodology out there will tell you that, to win the sale, you must frame your pitch in the context of how it benefits the person you’re pitching to. Think through what your management team cares about. They’re primarily interested in two things:
- More revenue (top line)
- Lower cost of customer acquisition (bottom line)
Keep this context in mind as you put together your justification for content marketing.
2. Emphasize Content Marketing’s Track Record
Content marketing isn’t a new kid on the block. It’s been used by companies large and small, in nearly every industry, with success. Content marketing gets three times more leads than paid search advertising. And 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Share with your marketing team the why behind content marketing’s effectiveness. Buyers today are doing their own research online — in both B2B and B2C. No one is going to speak with a salesperson before they’re ready, because they no longer have to. You want to be front and center when a prospect is researching, providing answers to their questions. If your company can be the one that guides prospects through their research, offering answers and even insights they never thought to consider, you dramatically increase your chances of becoming the company they choose to do business with.
3. Demonstrate that Content Marketing Works for Your Industry
Often, leadership teams in “boring” industries are convinced that content marketing won’t work for them. Especially if not many other companies in your industry are using content marketing, this hurdle may loom large. But being one of the first in your industry to use content marketing is an asset — it will give you a competitive advantage. To convince your team that content marketing can work for your so-called boring company, first re-emphasize that it’s not about creating snazzy pictures to post on Instagram. It’s about being the company that’s ready and waiting to provide answers and insights as prospects go through the research process.
Next, find case studies of companies in your industry that are successfully using content marketing. Case studies will provide real numbers to show the benefits that these companies are receiving. You can usually find these case studies by searching for content marketing agencies that have clients in your industry.
4. Mitigate the Risk
If you consider all the things you could possibly do with content marketing over the course of the next year, it can be overwhelming. But there’s no need do everything right away — in fact, it’s smarter to be strategic, focusing first on those things that will give you the biggest bang for your buck. Publishing informational blog posts, building a couple of lead magnets, generating case studies, and creating a promotion strategy is enough to generate ROI for most businesses. Once you’ve proven an initial success, you can then build on your foundation for a snowball effect moving forward.
5. Create a Measurement Plan
Every management team is going to want to see a clear plan for tracking and measurement. This is another area where it’s easy to get overwhelmed, but you don’t need to track every metric possible (in fact, doing so is a waste of time). There are only six important KPIs that will provide nearly everything you need to know about your content marketing’s performance:
- Bounce rate and time spent on page
- Website traffic to lead ratio
- Geography of traffic origin
- Page views and behavior flow
- Where your subscribers or leads are coming from
- How many of your leads are converting to customers, for each source
See our post on How to Measure the Effectiveness of Content Marketing for a detailed plan.
Following these five steps will result in a pitch that’s tied to what your marketing team cares most about and will offer real proof that content marketing works. With a plan for starting strategically and a method for tracking and measuring, you’ll be set to get started with confidence.
Have questions about content marketing for your business or industry? Need help getting started or building a foundation? Get in touch!