It’s not so easy to walk into a packed room and convince every person that content marketing is a must if their company wants to compete and grow. What is easy, though, is letting your inhibitions fly out the window upon taking your first step through the door.
The benefits and competitive advantages associated with content marketing have been made more than clear through recent research, reports and studies, but your C-level suite and higher-up’s may not know that. If you’re going to sell them on the power of content marketing, you need to keep it short and simple. Here are three simple tips for creating a fully baked content marketing pitch so that you and your company’s decision makers can see eye-to-eye.
1. Pepper – Don’t Pile On – Statistics
The numbers don’t lie, but when you pile them on without any supporting values, they become a blurry annoyance that can quickly leave others feeling depleted. The last thing you want is for your C-level suite to be more interested in the numbers on the clock than those that you have to offer in order to prove your point. Instead, lace your presentation with intriguing and even shocking numbers (after all, you have to tell it like it is), making sure to tie them back to your company’s core competencies and objectives.
For example, if you want to convey the point that content marketing will secure your company’s competitive edge, state that $118 billion is forecast to be spent on content marketing by the end of this year and that 90 percent of consumers find custom content useful. Then don’t forget to relate this back to how companies who have trepidations about this booming space are already 10 steps behind in the game. Seeing how 78 percent of CMOs believe that custom content is the future of marketing, your competitors are likely climbing ahead while you idly sit by.
2. Propose Starting Off Slow
If you think your C-level execs may try and pull a fast one on you by saying that content marketing is just a phase or that there is no definitive proof of its return on investment, propose starting off slow and then working your way up. Begin with some simple strategies that boast powerful, quantifiable results like blogging or social media. Explain that 23 percent of all Internet time is spent on blogs and social networks, that 77 percent of Internet users read blogs and (likely most importantly for your execs) over 60 percent of U.S. consumers have made a purchase based on a blog post. You can make the case that if your company’s content marketing agenda doesn’t take off, you can still emerge unscathed.
3. Remind Them of Consumer Purchasing Behaviors
At the end of the day, it’s all about the consumer. Whether your company’s execs like content marketing or not matters less than what they’re going to have for lunch if your consumers want and need custom content. Explain that content marketing is the newest portal to generating higher revenue, as the average person digests at least 10 pieces of online information before making a purchasing decision, according to research from Google.
Incorporate these three simple tactics when preparing your content marketing pitch and you’re bound to see a warm response from those who make the final call. And when that call is made, click here to learn more about how Content Boost can get your content marketing initiative started.