A Scenic Tour of the Online World

Presenting Content Marketing to the Powers That Be

Tuesday, March 12th, 2013

Here’s (another) great article from CMI about getting buy-in for content marketing from the powers that be.

It points out that there are a broader range of metrics other than direct sales or sales leads that you can point to as potential ROI for your content marketing efforts. Among them:

  • Brand Reputation
  • Visibility
  • Customer Interaction
  • Lower Cost/ Higher Quality Leads Generated

There are stats you can cite to bolster your case (inbound leads are 8 times more likely to convert, for example) but the most valuable part of the article may be the advice on making your case.

That’s right: good, old presentation skills. As one tip from the article has it, “Be clear … and confident.” And, I would add, know your stuff. You’re going to get grilled. If there’s a tough question you can’t answer, don’t leave it out of your proposal and hope they don’t notice. They will. Invest the time to prepare an answer.

If the answer is, “I don’t know,” that’s fine. But you will be better off if you can explain why you don’t know, how you plan on finding out as you progress, and what you’re doing to minimize any possible risks caused by you not knowing.

Come to think of it, “I don’t know, but I’ll find out” is a pretty good thing to keep in mind for you customer interactions, too, whether online, on the phone, or in person.








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