Exactly two decades ago, Bill Gates predicted the power of content marketing, writing an essay on “Content is King”. We’ve been hearing this mantra ever since. It’s not exactly without reason, because content is driving the internet now. The most visited websites are full of great content and for a business, this opens up many opportunities to attract valuable leads. Producing quality content relevant to your audience demonstrates your company’s knowledge and expertise, and positions you as a thought leader. When executed correctly, it helps build brand trust, awareness and a positive reputation.
Now you may know this but…what if your manager doesn’t hold the same belief?
It could be down to a lack of education or understanding and it can be frustrating to get them on the same page.So, here’s how to convince them:
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Angle your pitch
You know how a convincing pitch is prepared to woo a prospective client? Yup, so apply that same principle on your manager. Tell a story, find common topics, and relate it to how content marketing can help them with their job and drive the business forward. Let your manager come to his or her own conclusion by asking if their recent purchases were made based on obvious advertisements, or after reading opinions, articles and reviews.
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Target business goals
Familiarise yourself with the company’s business goals, and demonstrate how content marketing aligns with the business objectives. Besides the (obvious) potential increase in revenue, demonstrate how the goals of traffic growth, business leads and good customer experience can be achieved with content marketing.
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Offer solutions
Find out what problems your target audience faces, and come up with a few content ideas to show how your business can address these questions. This step combats any reservations managers might have about the business being too “boring” to generate interesting content.
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Be prudent
While it’s good to show your boss the many benefits of content marketing, you do need to explain this is a long-term strategy that works on building brand awareness and reputation.
It’s not easy persuading a superior, but hopefully with enough preparation, your manager will jump on board the content marketing train by the time you leave the meeting room.
Now that your boss has converted, drop us a line at hello@mutant.com.sg and let us help you drive your content marketing campaign.