We feel for you, we do. It can be incredibly daunting to walk down the hall to the office to ask your boss to trust you when you say that your company needs to start a new initiative, head down another path, or launch a new product. You will undoubtedly be asked countless questions to figure out if your “gamble” is worth the bet and you will unequivocally be second guessing your proposal as the questions get fired.
But, if your idea is content marketing, hold your ground because here are three reasons your boss will say yes:
1. Your competitors are already doing it.
There is nothing worse than playing catch up… especially when it comes to business. But facts are facts and the content marketing ones don’t lie. Here’s an impressive one: 91 percent of B2B marketers are already leveraging content marketing to bolster their corporate identities. And it’s no surprise why: B2B companies with blogs generate 67 percent more leads per month on average than non blogging firms and 61 consumers are more likely to purchase goods from businesses that offer custom copy. Your competitors are already realizing the value of content marketing in boosting brand awareness, establishing thought leadership, driving website traffic and contributing to lead generation. Remind your boss that your potential clients are waiting to be snatched up and in a still-reeling economy every client counts.
2. Your audience is waiting to hear from you.
It doesn’t matter what your business does—from selling candy to offering legal support to solving the greatest of medical conundrums—your target market is out and about in cyberspace. Challenge yourself to find even one industry that does not use social media regularly, read blogs daily and listen to relevant webinars and podcasts routinely. Can’t do it, can you? At the end of the day, your target market is a group of individuals who find time in their day for Facebook and value personal customer service. Identify the communications vehicles where your target market frequents and explain to your boss that you already have a captive audience; you just need to find the words to share with this base.
3. It works.
Here are a few statistics to prove to your boss that your content marketing dollars will be well spent:
- 90 percent of consumers find custom content useful
- 78 percent believe that organizations providing custom content are interested in building good relationships with them
- Blogs give websites 434 percent more indexed pages and 97 percent more indexed leads
- Blogs on company sites result in 55 percent more visitors
- Blogs are 63 percent more likely to influence purchasing decisions than magazines
Want more statistics to sell your boss? Click here.
Ok. So you have your AMMO. Time to schedule that meeting with your boss to give your competitors some competition when it comes to content marketing.