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5 Ways to Get Buy-In for a Content Marketing Strategy
Sean Power / Content Marketing Institute / October 3, 2013
Managing change from below can be a challenging — if not downright frustrating — part of a content marketer’s job. It can be equally difficult to convince decision makers to change the nature of their existing marketing strategy to a more content-centric approach.
It is not uncommon to hear stories about bosses who “just don’t get it” or “can’t see the bigger picture” when it comes to content marketing. For example, sometimes decision makers will listen to a well thought out case but then say they are “still not convinced,” without providing any further explanation as to why. Other times bosses will explain why they are not convinced, though their explanations seem irrelevant or unfounded.
Then there’s the most maddening of situations: decision makers who listen to your clear, compelling plan to raise the top line with content marketing, yet still claim that it will not fit with the rest of the organization’s marketing and sales processes, or that other initiatives need to take priority.
Any (and all) of these cases can make content marketers feel drained and discouraged, questioning why something so obvious to them seems so hidden to their boss.
The following change management guidelines can help you convince your bosses of the value of content marketing — and keep you sane in the process.