How to sell content marketing to the C-suite

Speaking at Marketing’s Content 360 conference, Keith Lin, associate director for strategic and public affairs (digital news and content lead) at Temasek International, shared three tips on how to sell a content marketing strategy to the C-suite.

“There is a general enthusiasm to sell brands using stories,” he said, and that the key to staying authentic and personal on social media channels lies in the brand’s ability to engage with its audience.

“Engagement is the ultimate destination when it comes to successful content marketing.”

In executing a successful content marketing strategy that guarantees effective engagement with consumers, Lin shared tips on how to convince your management to get on board with the plan.

1. Identify the target audience to shape content
Ensure that content articulates the brand message consistently. There is also a need to highlight competition and know who is currently in the landscape. Content marketers must set clear time frames to avoid burnout and know the objectives of the content. There must also be a realistic marketing budget.

2. Build a community of content champions
“Have touch-points across the world,” he advised. Employees are marketers’ biggest advocates and make up an important part of the brand’s online community.

Facilitating the ease of sharing pre-approved content on employees’ individual social networks encourages engagement with content that genuinely interests them. He advised that it was crucial to calibrate employee social media guidelines to increase comfort levels with sharing content.

3. Use ROI terms that make sense to the layman
Marketing jargon needs to be explained and articulated in a way that demonstrates impact. According to Lin, marketers must be able to show the proposed content is lasting and permanent. There is also a need to estimate up-front expenses and be able to demonstrate long-term benefits for the brand.

Since content marketing is all about tapping into the social media space where consumers and users are able to start a conversation around a brand, it is crucial for marketers to map the content strategy directly to the organisation’s vision and strategic objectives.

According to Lin, broadcasting small wins can earn big buy-in, and that it is important to “land your own ROI and don’t oversell” in the boardroom.

Essentially, he noted that marketers need to plan thoroughly, but also be prepared to change course when necessary.