How To Convince Your Boss To Do Content Marketing

How To Convince Your Boss To Do Content Marketing image need to have the talk 208x300Modern marketing is dynamic.

It has to be. The media we use to communicate with customers changes frequently and unexpectedly, and we need to adapt with it.

Sometimes, it feels like we’re standing inside one of those grab-the-cash booths. The money is blowing, moving, dancing. As marketers, we’re doing our best to make the right moves and maneuver the big bucks into our (company’s) hands.

For some organizations, content marketing is already considered one of the best strategies for catching those revenue dollars.

But what happens when a mid-level marketer sees the need for content marketing, but doesn’t have the decision-making power to implement it? How does Joe Marketer convince the higher-ups or executive staff that content is necessary?

Related Resource from B2CWebcast: PR Hacking: How Ideas Spread And What Marketers Need to Know

In this blog post, we’re not going to give you frills and theories. Instead, these are key talking points to share with your boss, all of which are backed by important, impactful, and actionable statistics. Tailor them to your industry and business, and use them in your content marketing pitch.

Content marketing is one of the fastest growing marketing segments in B2B industries.

  • There will be more content people hired in the next year than social media strategists and design talent combined. (Source)
  • 45% of companies plan to hire content marketers within the next year. (Source)
  • 9 out 10 B2B companies report already using content marketing. (Source)

Key takeaway: Your competitors are probably using content marketing already, and are likely to hire content-dedicated staff in the next year. Now is the time to dedicate resources, otherwise, your competitors will pull ahead.

Content reduces the cost of leads and is cheaper than traditional marketing.

  • Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. (Source)
  • Brands relying on inbound marketing save over $14 dollars for every new customer acquired. (Source)
  • Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. (Source)

Key takeaway: Not only is content marketing an effective strategy for generating leads and revenue, but it saves your marketing team money.

Content facilitates the buying process and results in more sales.

  • Buyers go through about 57% of the purchasing process before ever talking to sales. (Source)
  • Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source)

Key takeaway: If you build out your content marketing strategy, you’ll impact purchase decisions early in the buyer’s research process, and more effectively convert those visitors into leads.

It’s not just for B2C companies. B2B companies are big into content, too.

  • Companies with 10,000 or more employees use 18 different content marketing tactics. (Source)
  • B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from 26% in 2013. (Source)

Key takeaway: Think content marketing isn’t relevant for your company? Think again. B2B companies are investing in a variety of content marketing tactics to drive their businesses forward.

You’re ready to go.

These aren’t the only great things about content (we’ve left out things like buyer trust, SEO benefits, sales enablement), but they’re key points for starting an important conversation in your organization.

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