Content marketing initiatives often start in the marketing department, but the CMO is just as invested as the marketing directors. It’s the CMO’s title on the line. She has to go to the C-suite to get budget, show them what’s happening in the marketing department, and ultimately justify the whole ball of wax. While there are many, many things your CMO wants you to know about content marketing, here are five to start.
We need to show ROI for content marketing.
The C-suite speaks the language of dollars, as does the Board of Directors. While content marketing may only be a small part of the overall operating budget, in lean times, every dollar is scrutinized. Your CMO wants to come to the table with solid numbers: increases in qualified leads, increased sales, and maybe even decreased overall marketing costs. Find out the KPIs that matter, and start tracking them.
We need more content.
If you’ve just started a content marketing initiative, you may have a white paper and a series of blog posts. That’s not enough to reveal anything about the program. Identify where your organization has content gaps, and start filling them. For example, one of my clients realized that the company had zero case studies on a particular subset of products. He engaged me to write the case studies as he and his sales team identified potential customers for video testimonials. A year and a half later, he has at least 15 written case studies on the company site.
We need better content.
More content means nothing if it’s stale, boring, and poorly written. “Better” content is content that drives the reader to take action. It tells a story or educates or serves a distinct purpose. Again, find out where those gaps are in your organization, and plug them as quickly as possible. That may mean finding a freelancer to help you create better content, whether it’s written content or multimedia.
Using more social media may not work.
In every organization, there is always someone clamoring to use the latest shiny social media object. “Oh, look, all the kids are on Snapchat! Let’s use that!” If you’re selling flavored lip gloss, that’s a great idea. But if you’re selling enterprise software, I can almost guarantee you that you’re not going to find potential buyers on Snapchat. Use distribution channels that your customers use, and focus on one or two core social media channels.
I want this to succeed, too.
Your CMO’s reputation is on the line. She doesn’t want your content marketing initiative to fail. She wants to proudly present results to the rest of the C-suite.