After the first content marketing session of ITEXPO West 2015 audience members had many questions for our director here at Content Boost—and presenter— Allison Boccamazzo, including the best way to incorporate and manage social media in your content marketing strategy and how to best tell your brand’s story through platforms such as Twitter.
In her second content marketing workshop titled, “Content Marketing: Four Steps to Getting Your Boss’ Buy-in” engaged the audience as a wealth of actionable insights were delivered. Boccamazzo equipped attendees with a sound, four-step plan to earning your boss’s buy in when it comes to implementing a content marketing strategy in 2016. She also offered insight into how to cut through all of the noise in the saturated content marketing space. Her advice: Be bold!
Audience members were prompted to use these four critical steps in order to make the best case for content marketing:
- Absorption and self-introspection: Audit your current content efforts, she explained. What content vehicles are you currently using, and is your strategy truly integrated? Evaluate the frequency of content creation and assess your current SEO metrics.
- Demonstrate that your competitors are all in: Beef up your argument with impactful statistics, and industry research as to how content marketing can be a real competitive differentiator for your organization. For instance, 78 percent of CMOs think custom content is the future of marketing.
- Determine your budget: Determining your budget will be different for every company. It’s important to remember not to spend above your means. That is, you don’t need to engender an omnichannel marketing strategy right away. Start slowly.
- Prove the ROI of content marketing: There two different ways to prove the ROI when it comes to content marketing. One way is through the actual dollar amount and the second is through the degree of customer engagement, which in turn creates loyal customers and strong returns.
Workshop attendees were reminded that content marketing is in and traditional marketing is out, and what’s more, their competitors are likely getting a head start on their content marketing strategies. Thus, getting the boss to say “yes” to content marketing is more urgent than ever.
Finally, Boccamazzo discussed important elements to consider such as the right time to let the boss know about content marketing, the No. 1 thing he or she know, and how to communicate the urgency for content marketing.
Workshop attendees left the session feeling empowered and ready to get the boss say yes to content marketing. It was a great way to kick off the start of ITEXPO West 2015, but it’s not over yet so stay tuned!
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.