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Content Marketing and Reluctant Executives: How to Get Buy-In... and Participation!

by Natalie Black  |  
November 18, 2015

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:

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Natalie Black is a relationship manager at Write2Market, where she uses her decade of experience in global content marketing strategy to help innovative high-growth companies fill their pipelines with qualified leads.

LinkedIn: Natalie Black

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  • by John Walker Wed Nov 18, 2015 via web

    Great article and hits a topic that most Content Marketers have experienced at least once in their career (but probably multiple times). One comment on social engagement with senior executives - you should also ensure that what they're saying on-line reflects the position and personality of the brand. I've seen a few executives that need careful filtering before hitting that Send button!

  • by Randy Wed Nov 25, 2015 via iphone

    Use their business words. Social engagement is networking. Why leaders should be social:

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