How to sell colleagues and execs on content marketing

Extolling its virtues in a vacuum probably won’t yield much. Analyze how it could be tailored to your organization and get support from trusted co-workers. Then pitch the big bosses.

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You’re probably aware of the potential benefits of implementing an inclusive content marketing strategy. You’ve seen how it can transform a brand, and now you’re itching to put the channel to work for your organization.

However, your colleagues are probably less enthusiastic about this approach—if they’re aware of it at all. An inclusive content strategy often entails involvement across the entire organization and additional investment from up the ladder. Your co-workers might be resistant to extra responsibilities, and your higher-ups might already have a budget that’s stretched thin.

There’s no denying that selling your organization on content will be tough, but the results make it well worth the effort. So, how do you champion this idea and persuade those in your company to embrace content marketing?

Become an educator

You probably understand how powerful content marketing can be because you read blogs on the subject, pay attention to the latest innovations in the industry, follow thought leaders on Twitter and, if you’re nerdy like me, probably even talk about it with friends in your spare time.

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