You've hammered out all the details of your content marketing strategy. The T's are crossed and the I's dotted. You're certain the results are going to be spectacular and you'll be able to prove it with undeniable metrics. It's all set and you're ready to rock... except for one thing: You need approval from the executive team.
Not only that, but you also need them to both bankroll the campaign and commit time to lend their voices to it.
Uh-oh. It just got real: Convincing executives to give up time and money eclipses "daunting"; it's often petrifying.
Whether they are fuzzy teddy bears or utter dictators, however, those executives operate under the same prime directive: Make money for the company. And so, once you take a moment to see the world from their eyes, you can win them over by properly aligning your troops to employ the following seven tactics, on two battlefields.
Battlefield One: 'Why Should I Invest in Content Marketing?'
They may ask it explicitly or dance around it, but "why should I invest?" is the No. 1 question on every executive's mind when faced with any new program. For content marketers, the following three steps will help get across the true value in your proposal that will get senior leadership on board.
1. Lay out the facts
Content marketing works, but you have to support that claim with real numbers. Luckily, there are plenty of them out there. Do research and find the numbers that are going to speak to your team, but some of the more compelling are statistics such as these: