The best way to present a content marketing plan to your boss is to show them how it can make the company more money.
A good marketing plan presentation will focus on building a solid business case for your content marketing plan, as well as take into account any budgetary objections your boss may have.
This article will show you how to effectively present a content marketing plan to your boss (and get into their good graces as a result).
Why a Good Content Marketing Plan Presentation Matters
1. Build more trust with your boss
If you can position yourself as someone who sees your bosses’ point of view (that is, the money side of content marketing), they will be more likely to trust your judgment in the future.
2. Increase your marketing team’s budget
What’s something you have always wanted to do with your marketing team, but lacked the budget for?
If you can show your boss how your marketing plan makes the company more money, they will be more likely to give you the resources you need to accomplish your goals.
3. Earn more freedom
If you nail this content marketing presentation, you may not need to jump through as many hoops the next time you have a new idea.
When your boss knows you understand the return on investment (ROI) of your marketing initiatives, they will be more likely to give you a little more wiggle room in terms of making decisions in the future.
How To Present a Content Marketing Plan to Your Boss
What Your Boss Needs to Know About Content Marketing
You could go on for days (and bore your boss to death) talking about the many benefits of content marketing.
Here’s what they actually need to know!
1. It’s cost-effective
Show your boss you know what they care about by talking about the ROI of content marketing.
Share statistics about how cost-effective content marketing is as opposed to other forms of marketing.
Share this type of information with your boss.
2. It’s about playing the long game
When you present your plan to your boss, let them know that content marketing is not about getting immediate wins.
While it may seem like a bit of a downer, your boss will appreciate your insight and will be able to tailor their expectations accordingly.
3. It makes your company stand out
Content marketing helps your company position itself as a thought leader in your industry and stand out from the competition.
By creating a repository of interesting, useful content you will become a trusted source of information for potential customers and show them you understand where they are coming from.
When the time comes to make a purchase, who do you think potential customers will choose: the company with the flashy advertisement, or the company that has shown them they really care about their issues?
4. You can use data to control spending
Unlike traditional marketing, the ROI of content marketing is relatively easy to measure and analyze.
By tracking visitor behavior and running A/B tests on your content, you will be able to fine-tune your content strategy and make the most out of your marketing budget.
How to Determine the Right Approach to Content Marketing
If you have managed to effectively present your plan to your boss, the next question they may ask you is “okay, so how do we actually get this done?”
1. Assess the situation
To determine the right approach to content marketing, you are going to want to assess how your company is currently doing.
Look at your current marketing plan, especially your ROI numbers.
Which marketing initiatives have worked well for you in the past, and why? What are some weaknesses that content marketing could address?
2. Determine your targets
First, think about your company’s goals.
Do you want to reduce your lead acquisition costs? Shorten your sales cycle? Turn your customers into repeat buyers?
Knowing what your main goals are will help you choose the right types of content and make brainstorming content ideas much easier.
Next, think about your target audience. Who are you trying to reach?
You should create in-depth buyer personas to understand who your content needs to resonate with and why.
3. Brainstorm content ideas
If you want to be prepared for your boss’ questions, brainstorm content ideas and map out a rough editorial calendar before your marketing plan presentation.
Think about the buyer personas you created in the previous step.
What do they want to read about?
What problems could you help them solve with your content?
And what types of content would be best suited for them (blog posts, ebooks, video content, etc.)?
How Handmade SEO Can Help
Knowing how to present your content marketing plan to your boss is just half the battle.
The other half? Meeting their expectations.
That’s where we come in!
Here at Handmade SEO, we create and execute complete content marketing strategies that help you stand out from the competition and generate a great ROI.
Want to see how we can work together?