The title is a question I was asked in today's webinar but which, unfortunately, didn't show up until the event ended!
It's a question we often get asked, so worth answering.
My go-to website is How to Convince your Boss. It hasn't been updated in a little while, so the stats aren't the freshest, but it's full of great arguments and techniques to convince senior management as to the benefits of a content marketing strategy.
Here's a useful post for rebuffing arguments to content marketing.
Of course, making them see the benefits is not the same as getting them engaged in the process.
If we're talking more about persuading senior management to create the content themselves, then I think the key factor is helping them to overcome their personal barriers. These include:
- Fear that they don't know how to create content
- Worry that it's too technologically advanced/complicated but don't necessarily want to admit this
- Concerns about time-management
The solution will depend on each individual of course, but I recommend that you create guidelines for them. For instance:
Blogs have to be on x topics, x number of words longs, with a title following one of these formats. After they're created they must be shared on x networks.
I wrote a quick guide on how to blog when you're not a writer here, which you might find useful.
Concerns about technology are very frequent, so it's best not to skimp on training. Make sure that the platform or technology you use are as streamlined and straightforward as possible. Ideally it should be something they can access outside of their work computer too, such as their phone or iPad.
Give them a quota of content to create that is realistic. It's a number you should agree with them, for instance, 1 post a fortnight. It's important that it becomes a part of their work routine rather than an unusual one-off activity. The more you get into the habit of creating content, the easier.
Essentially, it's all about making it as easy as possible for these busy experts to create content. It requires some initial hands-on support, that's something you're going to have to factor into your strategy.
It's definitely worth it. As I explain in the webinar below, expert content is a must.
This is one of the things we specialize in at Passle, so do get in touch if that's something of interest.