How to Persuade Your Boss to Focus on Content Marketing

Content marketing is an essential part of branding your company, but it (unfortunately) often gets placed at the bottom of a “to do” list, particularly when companies are running lean in a recovering economy. For those marketers who see the value in content marketing, it is important to get your boss on board with your vision. Here are some tips for doing so:

Know the facts

Managers and business leaders typically respond to cold, hard facts about a particular situation, especially if it’s information about what their customers are saying they want. If you’re looking to get your boss on board with the importance of content marketing, throw these facts their way:

• 61 percent of consumers say that they are more confident in a company that creates its own content. In fact, they feel more likely to make a purchase from one of these organizations.
• 70 percent of purchasers hope to learn more about a company through information that the business produces on its own, as opposed to ads.
• 78 percent of consumers feel more trust in companies that create custom content; they think that these organizations will yield more trustworthy relationships.

Researchers have also gotten inside the mind of marketers in order to provide some strong evidence about the benefits of content marketing. Check out these facts:

• 37 percent of marketers think that blogs are the most valuable type of content marketing.
• 69 percent of marketers view the creation of custom content as the most challenging task that they face.
• 87 percent of business-to-business marketers rely on content distribution that happens on social media platforms.

Still not convinced? Here are some other benefits to content marketing:

• There are serious benefits that you can’t buy: One of the most challenging tasks that any business professional faces is getting a customer to feel trust and interest in a brand. Content marketing works to make this happen organically. When prospective or current customers are able to get information about a business that is written in a natural tone, they are more likely to feel as if they’re hearing from a friend or trusted partner instead of being “advertised to.” Many individuals are hesitant about being on the receiving end of advertising, so this kind of marketing message is an important way to convey your points without overwhelming the consumer.
• You can create your own voice: Instead of hoping that your press is positive, your business can control its own fate. Putting out compelling and creative content allows a person to control what is said about their organization. No more waiting for other media outlets to spread positive messages, this is a proactive approach to the situation.

In years past, companies were dependent on billboards, commercials and traditional media to get their message to the public. With the rise of social media and the Internet, that has all changed. It’s time for you and your company to get out in front of your intended audience, talking with them in a real, natural way. You already know that your prospective customers are hanging out on social media and other online platforms all day, now it’s time to capitalize on that knowledge.

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444.