Page 18 - The Ultimate Guide to Content Marketing

will work? How can you quickly update solid strategy rather than a pile of stats and

upper management on the worth of examples that aren’t really connected.
your content with ROI analytics on an Think through how all the information you

ongoing basis to keep them motivated? present builds your case and works togeth-
• When are they going to be the most er to make your point.

open to paying attention?
Here’s what you may want to include in your

The secret to gaining buy-in for content strategy.
marketing is to demonstrate its worth with a

Show The Potential Of Content With Examples

Don’t expect every member of your organi- 1. Demonstrate the different types of

zation’s leadership team to fully understand content.

just how intense and dynamic content mar- When C-suite sees the full range, from
keting can be, or even how it works. thought-provoking blog posts that establish

your brand as an industry thought leader to
There are still people who assume content experiential campaigns that can change

marketing starts and ends with blog articles the perception of the brand in the minds’ of
and social media, which makes it difficult to consumers, they’re more likely to be interest-
be inspired by your content marketing ef- ed in offering support.

forts or to be motivated enough to up your

budget or encourage employee engage- You can use industry examples of some of
ment company-wide. the best interactive videos, brand commu-

nities, user-generated social media cam-
So, take them on the content journey: paigns, white papers, live events, and oth-

er types of content you already use or plan
on using. To be more illustrative, have plans

ready to show what you already do with
various types of content as well.

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