Once you’ve got a handle on how you look digitally, it’s not a long bow to realising how your digital content can easily increase your visibility, find new leads and solidify your position as a thought leader in your industry. But the catch is that it’s often difficult to demonstrate the ROI content marketing offers to those who control the purse strings. Here’s how to go about doing just that.
Know Your Enemy #1
Ok, the boss isn’t the enemy, but they’ll probably be ready to fire off any number of objections to your proposed content marketing strategy, especially if they’re entrenched and invested in doing things another way. So, you’ve got to anticipate any issues those higher up the food chain may have, and be ready to respond to them. Here are five you’ll probably encounter at some stage:
“I don’t know what content marketing is.”
Content marketing is about awareness, engagement and utility. When you produce content (blogs, white papers, downloadable PDFs, customer emails etc.) your aim is to make your customers aware that you know what you are talking about, make sure they understand and appreciate your message and above all, be useful to them.