Producing quality content has proven to be an excellent marketing tool and, in turn, a business that is spreading widely. Despite being a very good strategy, many marketing departments still do not implement it. Do you know the reason for this? It’s simple, the reason is because the bosses are not convinced to invest in content marketing.
Every time I have a conversation with someone in charge of marketing and they tell me that they are implementing a content strategy, it usually happens that in the same conversation there is the phrase “ the budget assigned by the boss for the department is not enough ”. Marketers in this situation should try to persuade their bosses to implement this strategy before trying to create content on their own without any backing from the company.
If you are one of those marketers and you find yourself in this situation, I leave you with this 4-step plan to convince your boss or client to invest in a content agency strategy.
1. Start with a pilot project
As I have already mentioned, convincing your boss (or your client) to go 100% into implementing a Content Marketing Strategy is extremely difficult, and in some cases it becomes simply impossible, so to start this pilot program, you must make a timeline and set clear objectives to be met in that period (six months is a good way to start). For example; “ With this project we are going to increase our potential clients by 20%”.
To start this pilot project, it is vitally important that you explain what content marketing is and how it can help your company grow. The most important thing at this point is to be prepared to explain in detail how customers can benefit from this strategy, and not only that, but also how it will benefit your company.
2. Show the benefits in terms of achievement
With what goals can content marketing help? Apart from its use to increase income, among the basic goals proposed by this strategy we can note that:
- Increase brand presence.
- Increase the leadership of your company before the competition.
- Increases the power of the marketing strategy.
- Increase the number of potential customers.
- Improve the customer conversion rate.
- Improves customer service.
- Help build customer loyalty and retain them with your brand.
Once you identify and present these goals that will make sense of the strategy for your business, show your boss how other companies apply content marketing to achieve their goals, show him case studies where the ROI is visible.
3. Handle objections with solutions or examples
Without a doubt, your boss will have many doubts and objections to dealing with your project, this will be the time to handle this situation with alternative solutions. In order to get a budget for content marketing, you need to be able to handle these objections with ease, so remember to learn the subject well to avoid mistakes in the presentation of it.
It is also clear that the objections depend and vary depending on the company and the type of boss you have, so here I will leave you with two of the most common objections: “time and money”.
Usually when you show the boss new marketing ideas , they immediately want to know how much it’s going to cost. In this case we have the advantage that content marketing does not need to be expensive, and a small business with a limited budget can use content as an effective marketing tool.
Your boss is going to ask for details, so make sure you have a clear idea of how effective this strategy will be, and what your plan is for implementing the available resources. Among these resources, we have the main engine of the strategy (which is the creation of content) to be able to better define the fact of how it is going to be created. You can follow these tips:
Your current work team and, not only that, each of the company’s employees, can form an excellent group to brainstorm and thus generate new topics of relevant content.
With this point, I mean that customers are the reason why the content marketing strategy will be implemented, they are the ones with the questions and usually the company has the answers they require.
This is a good point to raise with your boss, and they will not spend a budget to hold a weekly meeting to assess new content.
If your boss is worried about taking up too much of his employees’ time and distracting them from their regular responsibilities, you can suggest using outside resources for support.
There is an incredible amount of resources available for content creation; One of these resources can be to rely on freelancers, since their cost is not as high as that of an established company, and their areas of expertise can be very diverse.
Savings on reusable content
Discuss ways to reuse what was previously successful, show your boss a piece of content that can be used in different ways to get the most out of the initial investment and thus decrease the frequency of re-investment in content.
4. Do not be afraid to present the proposal
After you have carefully put together your strategy, clarified the proposal, implementation and metrics of the project, you just need a little confidence to raise it with your boss. You must be prepared for any contingency, since your boss may not be willing to invest a large sum of money, therefore:
- Prepare a proposal involving a minimum investment to carry out a “test program”.
- Make sure you meet the goals and objectives of this program.
- Keep an eye out for a “wow” from your boss when you see the results.
But above all, do not be afraid! Remember that before reaching this stage, you already carried out a pilot project that helped you previously establish your objectives and scope of the project.
I hope that this planning advice will be of great use to you and that you can convince that boss of yours to invest in growth.