Content marketing has emerged as a vital tool for boosting brand recognition, nurturing leads, and fostering enduring customer relationships. As a testament to its effectiveness, 91 percent of B2B marketers are presently using content marketing. However, convincing an organization's executive team about its value can be a daunting task. Despite the industry's projected growth to $300 billion by 2019, marketers are often hard-pressed to garner the necessary support.
Content marketing is not just about securing budgets and resources. It also involves factors such as cross-departmental collaboration, the freedom to experiment without fear of budget cuts, and engaging internal experts. So, how can marketers successfully secure internal approval for content marketing strategies?
Understanding the Challenges in Gaining Executive Approval for Content Marketing
As a marketer, it's not hard to see why content marketing is worth the time and effort. The attractive ROI, coupled with the low costs and barriers to entry, makes content marketing a popular strategy among businesses of all sizes. However, convincing management and the C-suite about the worthiness of this investment can be challenging.
Unlike traditional advertising campaigns, the results of content marketing can take time to materialize. In some cases, it might take years to build enough momentum from content marketing activities to see real results. According to the Content Marketing Institute, only 59% of surveyed respondents agreed that leadership offered enough time to demonstrate content marketing results. So, how can marketers secure executive buy-in within a limited timeframe to prove its effectiveness?
The reasons behind executives' hesitation to recognize content marketing's potential can vary. It's crucial to understand that the objectives of marketers and the C-suite fundamentally differ. While marketers focus on raising brand visibility and generating leads, the C-suite is more concerned with the overall strategic running of the business and generating income. How content marketing fits into this picture may not be immediately apparent.
Overcoming the Challenges: Demonstrating the Worth of Content Marketing
To secure executive buy-in, marketers need to demonstrate the worth of content marketing in tangible facts and figures. This involves starting with a well-planned strategy.
Just like educating buyers about the value of a product or service, marketers need to educate their organization's decision and budget makers about content marketing's importance. This involves understanding their pain points, hesitations, and goals, providing relevant statistics and industry examples, and choosing the right channels to present this information.
The key to gaining approval for content marketing is to illustrate its worth with a solid strategy, rather than an unconnected compilation of stats and examples. Each piece of information presented should contribute to building a robust case and making a compelling point.
Highlighting the Potential of Content with Relevant Examples
Not everyone on the leadership team may fully comprehend the intensity and dynamism involved in content marketing. Many still believe content marketing to be limited to blog articles and social media, making it hard to inspire enthusiasm for content marketing efforts.
Marketers can overcome this by guiding them through the content journey, demonstrating the different types of content, and showing how they all work together as part of an overall strategy. Using industry examples of the best interactive videos, brand communities, user-generated social media campaigns, white papers, live events, and other types of content can be highly effective.
Reinforcing Your Examples with Data
When aiming for a significant portion of the overall marketing budget, it's crucial to back up your illustrative examples with solid data. The Content Marketing Institute's research indicates that successful B2B marketing requires at least 40% of the total marketing budget. Hence, providing convincing numbers to verify the potential of your content marketing strategy becomes essential.
Frequently Asked Questions
How to Make an Ecommerce Marketing Plan
The first step is to define what you want. This should include products and services related to your business but also have enough variety to keep customers interested.
The second step involves determining the amount of money that you are willing to spend on marketing, advertising promotions, or other methods. Multimedia marketing techniques may be needed, such as direct mail blasts, email blasts or social media.
Once you know how much money you need, you can start developing a budget for each method. Asking a specialist in e marketing might help you decide which marketing method is right for your business. They will help determine the best method for you.
Once you have a plan, you can start implementing it. This will make the process much easier if you hire someone to do all or part of the work.
Start from scratch, you don't have to reinvent the wheel. Use proven strategies that have worked well for other online retailers. Make sure you test everything before you make any major changes.
Your ultimate goal should always be to increase your sales and profits. Your eCommerce marketing strategy should consider both long-term and short-term goals.
We have some eCommerce marketing tips that will help you boost your sales. We hope they help you find success!
How does marketing fit in with business strategy.
Every business strategy must include marketing. Without marketing, no one would know what your company offers. Marketing without sales would be pointless. Therefore, marketing is crucial to any business strategy.
However, marketing is not something everyone appreciates. Marketing is not just about spending money on advertising campaigns. Marketing goes beyond that. Marketing encompasses everything you do to communicate your company's identity and position in the marketplace.
As you consider your business, think of these questions: What image do I want to project? How will my customers see me? How should I present my self to the world?
If you can't answer these questions, then you aren't thinking about marketing.
What are the main types?
Marketing is the act and communication of ideas, values, messages, and information to consumers. These days, we often hear the term “marketing” being used interchangeably with advertising. Marketing does not just include advertising. Marketing includes all forms of communication that promote and market a product or service.
Three key components of marketing are branding, promotion and distribution. A company's branding is the way it represents itself to its target market. Promotion is the act or obtaining attention for your brand using paid advertisements, promotional materials, and public relations. Distribution is the delivery of your message to your target audiences. It can be done through traditional methods like television, radio, print, and email, but new technologies have made this more accessible than ever.
Is there any risk associated with digital marketing
Yes, digital advertising is fraught with dangers.
You must first protect your online reputation through being cautious about what you share on social media.
It is important that you ensure your content is original, and not copied from others.
If you don't monitor your online presence, you could lose control of your brand image.
Lastly, you may be subject to identity theft if someone uses your details without permission.
How to Protect Your Online Reputation:
- Be Careful About What You Say On Social Networks
- Ensure All Content Is Original And Does Not Infringe On Anyone Else's Intellectual Property Rights
- Monitor Your Brand Image
- Use strong passwords
- It is best to not divulge personal information without consent
- Report any unauthorized activity immediately
- Don't Post Photos Of Yourself Or Others In A Disturbing Way
- Never give out your Social Security Number
- Keep up with the latest news
- Stay Away From Scams
- Choose A Secure Password
- Always Keep an Eye out for Updates
- Do not share too much information
- Take care when you give credit card numbers
- Do not send money through E-mail
- Check For Fake Websites
- Remember That Bad Reviews Can Hurt Your Business
- Regularly Check Your Credit Reports
- Be vigilant about your privacy settings
- Ask Someone Who Knows You Well Before Sharing Something
What are some of the best digital marketing techniques I can do from my home?
Digital marketing can be a great way to reach customers who spend their most time online. It is also an excellent way to generate leads that will help your business.
You can promote your brand using social media platforms, such as Facebook, Twitter and LinkedIn. You can also send emails via email marketing tools to prospects or clients.
There are many ways to market your product/service using digital media.
You should not have any difficulty getting started as long you are able to use these channels effectively.
What are some indirect marketing examples?
There are many indirect marketing strategies that you can use to promote and grow your business. For example, you might create a social media campaign encouraging people to share pictures of themselves using your product. This would help spread your brand's message.
Advertise in local newspapers if you have an auto repair shop. Encourage customers to bring their cars to you instead of to other shops.
Other examples include sending coupons to customers' e-mail inboxes or posting ads on bulletin boards in public places.
Because it isn't expensive, indirect marketing works well.
But trusting people takes time. You'll need patience as you promote your business.
It is also important to track how effective your campaigns have been. Measure the number and quality of leads that each method generates.
This will allow you to see which methods are most effective for your business.
What are 7 steps in an internet marketing strategy plan?
Internet marketing strategies are used for achieving business goals using online media. The seven main steps include planning and research, implementation, monitoring as well as analysis, optimization and evaluation. Each step is critical for effective internet marketing, and should always be done.
- Planning – This involves identifying your target audience, and creating a plan to reach them. You'll also consider what product or service you offer and who might buy it.
- It helps you to understand your customer's interests and needs so you can decide which products or services will best suit their needs. It also gives you valuable insights into popular trends and consumer behavior.
- You will need to choose a platform (e.g. Facebook) and decide where you want your ads placed. Once you've selected the platform(s), make sure they're properly configured. Decide whether to spend money on advertising or pay per-click.
- Monitoring – This is how you can see if your efforts have been successful. Google Analytics Analytics can be used to track traffic flow, conversion rates and customer demographics.
- This allows you to compare results to benchmarks or previous performance levels. If you find areas underperforming, this step guides how to improve.
- Optimization – Optimizing a site is making changes that increase its effectiveness in attracting visitors. For example, you could add new features or change how users navigate your site.
- Evaluation – This is where you can assess how your campaign is performing. Do you see any areas for improvement? If you don't, then you have probably reached your goal. If there are still problems that need to be addressed, you will need to reevaluate.
Statistics
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
External Links
statista.com
moz.com
- SEO Learning Center – Moz
- [Case Studies] How Moz ranked #1 for a high-volume Keyword in 3 Months or Less
blog.hubspot.com
youtube.com
How To
What is your marketing strategy
What number of times have you heard the expression, “If I build it, they shall come”?
Well, you're wrong.
While it takes hard work to build something, it isn't enough to attract customers. Internet Marketing Principles are essential to grow your business.
Internet Marketing Principles can be described as the principles that are used by marketers to create websites and blogs, email campaigns, social profiles, etc. that generate leads.
You can sell handmade jewelry online by learning these Internet Marketing Principles.
Here are some examples.
- Content is the key to success – Your content should be unique and engaging. Copying content from another source will make you less credible as an information source.
- Build trust – People trust recommendations from friends and family over advertisements and Adsense. So, if you recommend a product, make sure it's trustworthy.
- Keep it personal. People prefer talking to people and not robots. Make sure your website looks human, not robotic.
- Value – People are more likely to give away their stuff if it's something they value. So, offer them something valuable in exchange for their contact info.
- Tell stories – Stories are powerful tools for connecting audiences. They enable you to share your story with your audience and help you connect with them.
- Giveaways – Giving things away helps spread awareness and builds brand loyalty.
- It is important to use call-to-action buttons because they encourage users to take action.
- Before you launch your website live, make sure to test everything.
- Keep it simple – Simple is often better than complex. It is best to keep things simple when possible. Simpler websites are easier to update and maintain.
- Have a clear goal – A clear goal makes it easier to measure results.
- Measure everything. This is critical for improving your marketing efforts.
- Concentrate on conversion. – Conversion is the act of turning web browsers into buyers.
- Get feedback. This will help you improve your marketing efforts.
- Track results – Tracking your results lets you identify areas where you could improve.
- Repeat – It creates momentum.
- Optimize your marketing efforts. Optimization is a way to ensure your marketing efforts are effective.
- Stick to your guns – Consistency will keep your brand's name recognizable.
- Reward yourself – Rewards motivate you to continue doing well.
- Learn from others – Learning from others' mistakes is one of the best ways to avoid making those same mistakes yourself.
- Never stop learning.
- For sustainable growth, you must think long-term.
- Trust your gut instincts – Sometimes your intuition can be the best tool to guide you through your life.
- Treat every day like a test run – Every day is a test run. Mistakes are inevitable, but they teach us lessons we wouldn't otherwise learn.
- Recognize your weaknesses. Knowing your strengths and weak points will give you the insight to how to overcome obstacles.
- Don't get discouraged – Everyone fails at least once. But don't let failure discourage you. Keep trying again.
- Take risks – Taking risks is sometimes necessary to move forward.
- Enjoy the journey – Enjoying the journey is essential to living a happy life.
- Be passionate – Passion fuels motivation.
- Remember who you are – Being authentic is vital to building relationships.
- Know yourself – Self-knowledge can be essential for self-improvement.
- Find your tribe. A supportive community of likeminded individuals is invaluable.
- Make a vision board. Vision boards can be a great tool for visualizing your future.
- Ask questions. Questions can open up doors to knowledge.
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By: Michael Brenner
Title: Securing Internal Approval for Content Marketing Strategies
Sourced From: marketinginsidergroup.com/content-marketing/how-to-gain-buy-in-for-content-marketing/
Published Date: Wed, 04 Oct 2023 13:00:00 +0000