How to Sell the Value of Content Marketing to Your Company

November 16, 2010

Are there content marketing skeptics in your company?

So you have some non-believers within your organization. You know how to spot them.
They say they don’t see the value in creating videos, roll their eyes when you mention a corporate blog, or say they don’t understand why the company is investing so many resources in webinars.

Here are some arguments and rebuttals you can use to help your management teams understand the value and impact a content marketing strategy can bring to your organization:

Argument 1: Other firms became successful without doing all of this marketing
While this is probably true of other organizations, content marketing can help give your company an edge in the marketplace. According to Chris Baggott of Compendium Blogware, 80% of blog traffic comes from first time visitors via search engines. This is HUGE! By not executing a content marketing strategy, you are creating more of a challenge for your target audience to find you online.

Argument 2: I don’t see the value in corporate blogging
A corporate blog is a great vehicle to develop and communicate your company’s thought leadership. It helps you better communicate who you are as an organization and improve customer engagement. Corporate blogs are also an excellent source of qualified leads. Here are some additional benefits to corporate blogging.

Argument 3: We need to focus on our core capabilities
So your company is in business to sell software, right? So why should you write blogs, produce videos, record podcasts, send newsletters, write whitepapers, hold webinars, etc? This is a big question that nearly 20 expert marketers tackled in the Content Marketing Institute, and I recommend you read the responses. This idea is similar to Hubspot’s inbound marketing approach. Hubspot is in the business of internet marketing software. They also dedicate resources to creating a slew of free tools. Why?  It helps them find new customers and sell the value of their core product.

Content Marketing Director

<strong>Amanda Maksymiw</strong> worked at OpenView from 2008 until 2012, where she focused on developing marketing and PR strategies for both OpenView and its portfolio companies. Today she is the Content Marketing Director at <a href="https://www.fuze.com/">Fuze</a>.