The Importance of a Powerful Content Marketing Strategy
The Importance of a Powerful Content Marketing Strategy
Are you aware of the importance of content marketing? What is the best way to explain the benefits to non-marketers?
You need to know precisely what you are offering if you hope to win content marketing buy-in. Understanding WHY you want your whole team on board is crucial.
Help your team understand the benefits of content marketing in concrete terms when you ask for their support:
Interacts with customers –
Rather than forcing a message on customers, inbound marketing enables them to find what they need on their terms. The more value consumers receive from a brand, the more likely they interact with it.
Enhances visibility –
Every month, Google receives 11 billion searches. Your company needs to invest in content marketing to make sure it gets its fair share of traffic. The right content can drive thousands of visitors to your site and create awareness of your company’s benefits for leads who would otherwise not know them.
Saves money –
According to the Search Engine Journal, inbound leads cost 61% less than outbound leads. Content marketing does not have recurring costs aside from hiring in-house content marketers or freelancers. By combining these two methods, you can bring your cost per lead down to a much lower level than just about anything else. Outbound can serve a purpose in the proper time and place, but it just can’t compete with inbound for long-term efficacy and efficiency.
Increases the number and quality of leads –
In HubSpot’s research, companies that blog generate 126% more leads than those that don’t. Just blogging generates more than twice the leads.
Aside from generating more leads, inbound marketing also produces higher quality leads. Inbound uses your content as bait to attract ideal leads that are more likely to convert than outbound, where you cast a wide net and hope you catch the fish you want (ideal customers).
Influences markets –
It’s generally considered that the top search results are the most influential ideas posted by the most authoritative brands. Your customers and your industry peers are more likely to accept these ideas. The content marketing strategy helps marketers establish themselves as industry thought leaders and showcases their expertise. Nearly 60% of marketers participate in this strategy currently.
Brand perception can be nurtured –
In addition to creating content, you make the headlines for articles related to your brand that rank in search engines. You can control the public perception of your company when someone searches for anything related to your brand online.
When you clearly explain the benefits of inbound marketing to your team, you are likely to get their buy-in much more straightforward.
Content marketing strategies impact who?
In addition, you need to know which areas are impacted by a strategy shift.
Here is a breakdown of the company’s impact areas:
List of Samples:
- External sales
- team Internal marketing team
- Service to customers
- Relationship management (CRM)
- Procurement and supply
- Purchasing and receiving
- Inventory management
- Receivables management
- Vendor/partner relations
- Sales of exports
- Initiatives for California (in the event you took the initiative)
It’s time to start working on gaining content marketing buy-in now that you understand the big picture.
Identifying your Content Marketing Obstacles
The executive level is where content marketing buy-in begins. Once your leaders are committed, the rest of your organization will follow. Understanding the types of people you work with is essential to getting executive buy-in.
Either your executives are strategically minded or tactical minded, or a combination of both. Identifying yours is key to presenting an inbound marketing opportunity right for you.
Executives fall into three categories:
- Strategy Executive – .8% – Larger thinker but less focused on details. Dreamer…
- Those who are tactical executives focus on the details, daily activities, and tactics to ensure the operation runs smoothly, but they don’t have a clearly defined strategy.
- Strategist/Tactical Executive – .2% – This rare strategist implements their ideas and tactics with piercing effectiveness.
Do your executives follow a tactical or strategic approach? Check out these traits to find out.
How do you define a tactic?
- telephone sales
- via e-mail
- during trade shows
- Press Releases were written about your company
- related to customer service
How do you formulate a strategic plan?
- The overall impact, the long-term goal.
- How do you want to position yourself in the market in the long run?
- Your ultimate goal is to make your client’s perception of your company as positive as possible.
Develop a presentation strategy that resonates with the persona you’re presenting to.
Getting the buy-in, you need
An information-rich, engaging presentation is best to ask for content marketing buy-in. Ensure that your brand’s leadership appreciates the value of a robust content marketing strategy as much as you do by explaining it in a way they’ll understand and relevant to their persona.
Your presentation should reflect the priorities and perspectives of your audience. These tips will help you enhance the power of your presentation.
- Do not wait until the end of the presentation to discuss what you want. Please don’t be vague about your request; instead, use the rest of your presentation to explain why it’s the best choice for your brand.
- Present what is currently being done – Describe precisely how your marketing is currently being done and what can be improved upon. Incorporate content marketing in areas where you feel it is most beneficial.
- Present the benefits of content marketing – We covered the benefits of content marketing above so that you could include them during this part of your presentation. Be careful not to repeat the benefits of content marketing. Instead, discuss how inbound marketing will uniquely benefit your brand. What specifically will your audience benefit from it?
- Do not just tell people what you believe; show them. For your content marketing strategy to be successful, you must use case studies and closely related reports.
- Outline your plan of attack – Now that you’ve got everyone’s attention, make your presentation. Develop a content marketing plan that will take your organization to the next level.
- Ask clearly and concisely for what you need. Do not forget to provide them with easy access to taking action right away. Make sure that the momentum of your presentation takes you as far as it can, so when you get the approval, get the ball rolling as soon as possible.
Content marketing has many benefits. You will be asked many questions. Be friendly and willing to discuss any concerns they may have.
Training/Workshop on content marketing
After you’ve gotten executive buy-in, what’s next?
We need all team members on board. Training sessions in a group setting with a workshop are most effective. When you stop everything and work on your challenges to improve your short- and long-term results, your workshops have absolute power.
The content marketing training is for anyone considered a content generator. This includes salespeople and managers. Content sourced from these teams can be beneficial for generating a wide range of excellent content that covers many levels, skillsets, tones, and viewpoints.
Making sales a part of your training is essential since there is often a considerable gap between your marketing and sales departments. It is also essential to include decision-makers (executives). As you guide them through the process step-by-step, they will be able to understand the benefits of your new strategy. The more proactive execs may even become your best thought-leading content creators.
Consider the value of having an engineer (for example), your CCO, and a salesperson contribute content to your blog during one month. In addition to attracting more readers and potential clients, the perspective of insiders on your blog can keep them engaged in the inbound marketing process.
Here are some things to consider when laying out your training:
It depends on how many departments are participating in your training, how many employees are in each department, and how long you can free up for training entire departments away from their regular schedule.
How many team members will you train?
Do training sessions need to be separated by department?
What is the length of your training session?
How many sessions (days) will you need to train?
Incorporate the following into your training:
You can get a good idea of how your training session(s) will be by answering the questions above. Let’s discuss the content.
Content marketing – what is it? –
To explain inbound marketing understandably for people who may not know what you’re talking about, you’ll have to explain the strategy in simple terms. Ensure a description of how Google works and where direct marketing is heading.
Once they know what it is, you’ll have to explain why it is important to them personally and to the company. Include everything I mentioned above in the benefits section, and explain how each benefit contributes to the overall goals of each department.
Don’t forget the less apparent departments you’re working with, either. Sales need to know how more high-quality leads can make their job easier.
Tell your software development company’s team of programmers that higher-quality leads mean the sales process will accept contracts more in line with their skill set, resulting in less frustration and a smoother development process.
Getting it Done –
Although content marketing is relatively straightforward, you’ll be teaching it to beginners. Discuss how to make content engaging and valuable to your target audience. I would like you to show examples of the content you would like to publish and encourage them to create with you. Them to create with you.
Creating content outlines with examples that can be distributed (digitally) to each training group member will provide them with resources for future content creation.
HubSpot has created an excellent resource for teaching inbound marketing. Please create your presentation by adapting this example or using it as a starting point.
How to Measure Your Content Marketing’s Short-Term Success
Trying to display the immediate effects of a long-term marketing strategy can be challenging once you have received your buy-in. However, short-term metrics can provide some insight into the success of your content.
Establish a baseline –
Before implementing content marketing strategies, you should get a baseline of search engine traffic first (or for at least a few months). You’ll be glad to see the traffic numbers if there is a quick increase in traffic.
The social sphere –
Your content’s engagement with your target market can be determined by the number of likes and shares you receive on Facebook. Watch for an increase in the number of followers and mentions your brand receives on social media. When reported back to the executives, they will also show increased engagement.
Links to other websites
Although your search traffic may not increase right away, your backlinks may, and backlinks are an excellent way to prove that your content marketing was successful. When others refer to your content via links, you gain exposure to their audiences and provide evidence of your industry influence.
Conversions and leads –
As you promote your valuable content, you may also see increased leads and conversions. These metrics are probably the most useful to your executives, believe it or not. Even though you understand the long-term benefits of content marketing, your clients will still look for short-term benefits. Document any boost in traffic and sales you receive by documenting your baseline!
The content marketing buy-in you’re looking for is within your grasp. Learn from today’s class and prepare for the presentation that will transform your marketing strategy.