So you’ve done your research into the uses of content marketing, read the most current literature, been blinded by the shear amount of orange used by the Content Marketing Institute, and listened to the great Joe Pulizzi share his boundless knowledge on how to build data driven content marketing strategies. You’re at the point where you know exactly how beneficial content marketing will be for your company and how it will help to drive that much needed traffic, but your boss isn’t sold on the idea just yet. It’s time for you to perfect your pitch and convince the executives why content marketing is an imperative part of your digital marketing mix.
What you need is a presentation. This presentation needs to wow your employers into building content that will not only resonate with your audience, but also help you rank much higher for your SEO target keywords. Don’t worry, it’s far easier than it sounds. I’ve put together 3 essential steps that you should take before addressing the higher ups to give your pitch.
Step 1 – Research existing campaigns.
What better way to convince your boss than show him/her how well your competitors are performing online. Get together a list of successful content marketing campaigns, with images, to show how other sites, preferably in the same market as yours, are succeeding through creating high quality, shareable content as a part of their overall marketing strategy.
Step 2 – Get together the facts and figures.
One of the first questions your boss will ask is this – “What is the ROI on this?” A very hard question to answer considering content marketing can take months to revise and refine before it’s a perfect fit for your audience. This is where Google Analytics will come in handy – find out how many inbound links you’ve attracted for your content. A fantastic example and a great case study to include is Marcus Sheridan’s content success with his company, River Pools. His talk at Inbound 2013 is definitely worth the 32 minutes and can be found here – https://www.youtube.com/watch?v=qLQRtHuDyZs. A great figure I read this week was that 82% of consumers feel positive about a brand that produces their own content. Be sure to include this in your presentation, too.
Step 3 – Go into the meeting knowing your audience.
I’m not telling you to have to rush into the meeting with a 12 month content marketing plan and buyer personas for every potential customer your business may have, that’s the sort of job you should outsource to an agency like us. However, I do advise that you get to know your audience well enough to find certain problems they may face and how your company can provide the solutions, through the content you produce. This will give your employers a reason to think seriously about content marketing, as it might be a direction they hadn’t yet considered.
Site Reach aim to educate all new clients on the growing importance of content marketing within the marketing mix. Too many companies aren’t taking it seriously and unfortunately, are falling behind because of their lack of high quality content. Have a look at our content marketing services or give us a call on 0117 214 0101 to discuss ways we can help your business to grow a loyal customer base online.