M A K E T H E CAS E FO R C O N T E N T M A R K E T I N G
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PRACTICE
Your make-the-case document is the first step in the process,
but you'll almost certainly be asked to make the case in
person as well. Practice your delivery so you're as confident,
eloquent, and focused in person as you are on paper.
TIPS FOR SUCCESS
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ANTICIPATE
Put yourself in the decision makers' shoes and ask yourself
what their objections and hesitations are likely to be. Perhaps
they won't understand some aspects of content marketing,
or they will need help seeing the significance of some of the
success metrics you include. Make sure you come prepared
with a narrative to address those areas.
ADAPT
While this guide is focused on the production of a brief one-or
two-page document, there's no reason you can't make the case
using another format. If you know your decision makers are
more visually oriented, you can adapt the information into a
set of slides, with charts and images that help to tell the story.
DELEGATE
As the content-marketing champion, you own the strategy, but
the laborious jobs of collecting the internal performance metrics,
gathering supporting research data from reputable sources,
and collecting and analyzing competitors' content marketing
initiatives can be parceled out to an assistant or intern.
If you've followed this guide step by step, you'll now have a clear and compelling business case for
content marketing. Next, it's time to put your plans in motion.
Content marketing has the potential to elevate your marketing impact and transform the customer experience. You see it already, and now you have the
tools you need to help the decision makers see it, too. The tips below will help you shine even brighter as you make your case.
