Get Support From Management For Your Content Marketing
Content marketing is not a trend. It’s often a more effective and less expensive alternative to more traditional marketing tactics (which are obviously still valuable in their own right). Given the effectiveness of content marketing, 76 percent of marketers are increasing their investment in content initiatives. Set yourself up for content marketing success by preparing with these few steps:
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Use an existing content marketing framework.
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Set goals and be prepared to tie them to business objectives with attached KPI’s.
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Figure out which resources and content are available to you.
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Find gaps between steps 1 and 3.
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Have a means to measure the results.
With all the above in place, resources can start being applied. That’s the easy part.
To get continual buy-in from management, you have to measure the performance of your efforts. Sandie Young of PR20/20 argues why management needs to see a well measured strategy:
If your team isn’t tying content production to bottom-line outcomes, then leadership likely isn’t making the connection either. The best content programs are performance-driven; they connect tactics to organizational end goals.
Strategies for measuring content strategies will vary between organizations, given the tools available to them. For those companies that can streamline measurement with a content marketing platform, great! For those without, there are many ways to track content performance without using paid technology.
Regardless of your measurement tool, measuring is the most important thing marketers can bring to the table to get more buy-in, and budget, from management.
To learn more about getting executive buy-in, read Sandie’s original article below.
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