Content Marketing: Justifying the Costs and Benefits to the C-Suite

Content advertising became once an overseas time period to commercial enterprise executives. Today, most businesses and entrepreneurs apprehend its cost, however, a few nevertheless aren’t positive a way to make the business case to their senior management. Instead, they play it secure and advise budgeting for simple paid to seek—or other fame quo advertising sports—without a content aspect.
Part of the content marketer’s activity is to champion the value that content adds to the bottom line and provide an explanation for its benefits in a clear, compelling way that allows you to get the sign-off and budget essential to move projects thru to execution.
It’s easy for executives to understand the soft blessings of content advertising: engaging possibilities, constructing consciousness, and instructing clients. But what approximately ROI? That requires a piece of extra paintings; however, shifting your business enterprise away from the reputation quo could be worth it. It’s time to put together a presentation, have your data in order, schedule a meeting, and justify the charges, blessings, and necessity of content material advertising and marketing on your C-suite executives.
What is the competition doing?
Don’t move into the assembly without doing all your competitive studies. After all, your CEO and the executive team likely have a concept of which strategies the opposition are utilizing. These would possibly quantity to sending mass e-mail campaigns, shopping for PPC or other display commercials with none tailor-made content material, participating in alternate suggests, or the use of product listing services—all which are behind the instances.
Your competition has likely realized that they need to optimize their web sites for search engines and they’ve coded their static pages properly. If they’re now not the use of content material marketing, this is your chance to surge in advance of them; if they’re, you’d higher seize up fast.
Content Marketing vs. Paid Search
It was that content material advertising and paid to seek had been direct competition to your marketing price range bucks. And at agencies that don’t create any specialized content material (for use in paid channels or in any other case), they nevertheless are.
But these days, content marketing and paid seek can paintings together: Instead of creating ads leading for your homepage or contact page, pick out your quality-acting content and create a paid search ad with it. If it’s famous with the folks who located it via your different channels, probabilities are it will likely be popular with some nicely-centered audiences who haven’t located you organically but.
Content Marketing vs. Display Ads
How often do you (or your executives) really click on display commercials for actual functions? We do not speak me approximately aggressive intelligence research or your marketer’s interest—however for-real buying or buyer research.
Back in 2012, Hubspot noted that “the average banner ad has a zero.1% clickthrough rate (CTR), and the standard 468×60 banner has a zero.04% CTR.”
Today, show commercials have moved up barely to zero.35 percentage. What’s caused the three hundred percentage boom? My bet is that smart marketers who’ve coupled show ads with an already a hit content material marketing program—in place of bottom-of-funnel “contact us” advertisements—are responsible, despite the fact that the numbers nevertheless aren’t all that wonderful.
Now you’ve supplied your case of why advertising price range spent on display, paid to seek, and different traditional methods without a content material element aren’t the excellent use of sources. How do you convince the C-suite that content marketing is the proper route? Show them how it works!
Create Your Executives … as Personas
Try developing personas based totally on one or participants of your executive crew. Craft or 3 emails that might be directed at their personas to demonstrate how this part of the method works. Not certain how to start? Here’s an amazing manual to help you research more approximately personas.
Be sure to reveal how content advertising and marketing makes the shift far from rate-touchy selling, positioning your company alternatively as a trusted advisor and strategic associate.
Demonstrate the Staying Power
One of the fundamental goals of any advertising and marketing department is to reach more possibilities. A nicely-performed content material advertising and marketing application give an enterprise that opportunity, 24/7.
Unlike exchange indicates or in-individual seminars, content created in your blog or in white papers and e-books has staying power. It maintains power opportunities years after you, to begin with created it. Do a stay search in the course of your presentation and show how stable content material that becomes created weeks, months, or maybe years before nevertheless lives on web page one among Google as it’s still applicable.
Share Expert Advice
Start sharing articles about the blessings of inbound and content material advertising and marketing. Subscribe to blogs that offer data-pushed evidence of content advertising’s cost. You’ll be capable of percentage with your executives these blog posts that lend credence in your thought.
Start Small
Demonstrate the real-time effectiveness of content material advertising and marketing. Write an editorial, touch upon other blogs, or do a visitor post, and begin to show the impact that those little tactics have on visitors and lead drift. If you may display the C-suite how these activities paintings with real numbers, you’ll gain greater credibility and the price range to execute it.
For any executive, it’s miles ultimately about the bottom line. How will content material marketing boom revenue, decrease fees, and force income? The presentation you are making and facts you percentage will give them the tough records that they want to invest in content

Wendy Mckinney
Hipster-friendly twitter fanatic. Reader. Bacon trailblazer. Professional web expert. Food geek. Infuriatingly humble coffee ninja. Earned praised for my work donating mosquito repellent in Hanford, CA. Spent 2001-2006 developing strategies for frisbees in Bethesda, MD. Spent the better part of the 90's getting my feet wet with barbie dolls for farmers. Spent 2002-2010 developing strategies for tinker toys in Prescott, AZ. My current pet project is managing pond scum in the UK. Spent 2001-2007 consulting about robots for fun and profit.