I am SO excited for our first-ever interview series on managing up for the modern marketer. Two leading female marketers took the time to share their thoughts on the challenges young content marketers face in the workplace today, and they’ve got some great tips.

Today’s post features thoughts from Tinu Abayomi-Paul, the co-founder of Leveraged Promotion and its partner site, FreeTrafficTip.com. Known as the “expert’s expert”, she specializes in helping business owners build and maintain an online presence that promotes leads, sales and customer service. Tinu is a published author and has been featured on many websites, including Site Reference, Web Pro News and Amazon. You can find out more about her here.

Many Generation Y marketers have challenges convincing their bosses to implement newer types of marketing (non-branded, social, mobile, etc.) What are some ways these lower-level employees can “manage up” to drive change within their organizations?
While it is tempting to look at some of the factors that were big splashes (such as viral videos or more famous brand successes such as the first Old Spice social campaign) setting a goal to emulate huge successes without a matching budget or network puts you in the position of being expected to produce the same results. Instead, look to present some of the reasons that are more universal and have a long-term place in the overall marketing plan.

To start with, look at where the company is having problems and present social as part of the solution. The website traffic to the site is down? Show evidence from similar companies or even competitors that produces the double benefit – increasing short-term social traffic can also help with customer retention.

What will be the most important content marketing tool in 2014?
You’ll say that I’m crazy, but I’ll go completely out on a limb and say voice recognition.

There are two main issues with content marketing. First, not being able to create content quickly enough. Second, not creating content that is engaging.

The recent push forward in voice recognition’s accuracy and ease of use in just the past two or three years has made it more of an everyday accessory. And while visual content such as infographics and videos are certainly going to be the frontrunners for content marketing items, infographics have to be planned, and videos still need to be scripted.

All of this gets faster the sooner we get comfortable using our voices to type, which produces twice as fast as a speed typist.

What are some ways you’ve found to help convince organizations of the importance of content marketing?
I like to tie it to something they already need to do, then propose a test. Results are hard to ignore. It helps if it is aligned with goals the organization already has as well.

Content marketing can be used to assist with SEO, Reputation management, traffic generation, demand generation, corporate blogging, publicity – all these things need some sort of content. It’s not as hard to sell content marketing when it doubles the number of buyers who originate from search.

What specific advice would you give to young content marketers?
1. Read the content you create aloud, even the text on your infographic. Grammar and spelling errors are easier to catch when read out loud. It seems like it takes more time, but because you tend to catch mistakes read aloud in one pass, versus several reading silently, that’s not necessarily true.

But there’s another reason.

People sub-vocalize when they read unless they’ve been taught to speed-read. So if it sounds natural, compelling and useful in your head, it will in your reader’s/viewers mind as well.

2. Study the culture and history of the company you work with on content marketing as much as you can. If the company has great stories or attracts a certain type of employee that aligns well with the customers they want, highlight that in the content.

3. Do your research thoroughly. What appeals to you or the CEO might not appeal to your customers, but you can’t know that without research. Forget going viral and go delightful. Even the best viral campaign often means a lot of attention from people who would never buy your product or service. Those same resources can be shifted to a more modest content marketing project. While it’s likely to bring fewer people, it will result in more buyers if executed well.

4. Don’t ever target something for mass appeal. Your market is not now, and never will be, the whole world. It’s a basic tenet of marketing, one could even argue that the reason it exists is to attract the ideal customer to a company, not just any person. Those ideal clients will bring others with them, and can become return business.

Focus on being wildly successful with your core users.

Check back on Friday to see Gini Dietrich’s thoughts on managing up in the marketing industry.