How to get your marketing manager's buy-in for a winning content marketing plan

24 August 2016| by Clare Russell


Putting together a comprehensive content marketing strategy can be challenging, but very rewarding. And even though 86% of B2B marketers report that their organizations use content marketing, your manager or C-level might not be convinced that it works in your industry.

This pushback from management is often the biggest hurdle you’ll have to face, as there’s little you can do without an allocated budget.

But if you really believe that content marketing can impact your larger marketing strategy and show legitimate ROI, you then face the tough task of convincing your manager and getting their support.

Here are a few tips for getting management buy-in on your content marketing plan:

Show them that content marketing works.

The primary reason that so many organisations have taken the content marketing approach is because, when done right, it simply works. The modern customer is a fundamentally different creature of consumption than those of a decade or two ago, and this goes for both the B2C and B2B realm. With abundant information, they are informed, discerning and have a rigorous vetting process for the suppliers and companies they do business with. Make sure you explain this point and back it up with data. Find brands similar to yours, or brands in the same industry, who are nailing content marketing, and put together statistics that show those successes. And when you focus on how and why content marketing works, it will practically sell itself. Delivering high-value content that nurtures leads through the sales funnel is more likely to engage the target audience. This will help your company build trust with potential buyers, which is an important step towards achieving business objectives.

Create a sense of urgency.

To really get the content ball rolling, management needs to understand how important it is to move quickly. There’s a good chance your direct competitors have content freely available through their website and media channels. As such, do a competitor content analysis to show your managers what your competitors are doing – and how you can do it better. Create a sense of urgency around staying ahead of your competitors. This directly affects the bottom line, and your managers are sure to respond.

Don’t hold back on the gritty details.

When presenting your content marketing plan, it might be tempting to gloss over the specifics and just give a high level overview. But when you’re asking for the funds and resources to spearhead a new kind of marketing strategy, management is going to hone in critically on specific details, costs and impact on revenue. The more detailed your presentation, the better they’ll understand. Give them a thorough, detailed and complete strategy to show them exactly what you plan on doing. Make sure you’re up front with your budgetary needs as well – gaining their trust is crucial for future projects.

Set realistic goals and benchmarks.

This is also important for managing expectations and building support from the C-Suite. Set realistic and specific goals, and make sure you relate everything back to these. Explain that content marketing can assist with a variety of department functions, including sales, marketing and customer satisfaction. Make sure they understand that, while content marketing can provide a lot of value and help achieve organisational goals, it does take time. Simply put, realistic expectations will lead to stronger buy-in and better long-term results.

Putting together a winning content marketing plan is no easy feat – but it pays off. That’s why you need to ensure a strong, data-backed plan that covers all bases. Download our free eBook for guidance.

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