“It’s Too Expensive!” – 4 Objections Bosses Have About Content Marketing And How To Change Their Minds

Posted by Spencer Powell

Jan 27, 2014 5:45:00 PM

Its-Too-Expensive-4-Objections-Your-Boss-Has-About-Content-Marketing-and-How-to-Change-Their-MindIt’s a new year, which means a new budget. So it’s time once again to renew your pleas to your boss, to let you have some money for a quality content marketing strategy. And once again, it’s time for your boss to ignore your requests and tell you that it’s too expensive. There simply isn’t the money for such nonsense!

But you can’t just let it go at that. You know that content marketing is the most effective way to promote your brand. You just need to be able to convince your boss of it. So here are 4 common objections that CEOs and other executives have to content marketing, and what you can say in response. 

  1. “It’s not worth the money!” Content marketing is new, which tends to mean more money spent. Your boss isn’t about to pour company resources into some hair-brained scheme. How do you even tell if it’s working, anyway? “So we’ve got a blog. Can you really measure its success in terms of sales?” Yes. Not only does content marketing produce better, more accurate statistics for measuring ROI than traditional forms of marketing, but content also produces better overall results, for considerably less money.
  2. “It’s just a fad!” Creating a brand new marketing strategy for your brand is a big commitment of time and resources. Every other week, some new approach is touted as the greatest marketing tactic since sliced bread. Your company isn’t going to overhaul its entire strategy to implement some technique that everyone will forget about soon afterwards. But content marketing isn’t just some passing fad. It’s here to stay. It’s been building up momentum for years, and is rapidly becoming a mainstream marketing method. So if your company doesn’t get onboard soon, it’ll be left behind by those who do.
  3. “This content is irrelevant to our brand!” So you start a blog. You give people advice about how to do certain things. You keep them informed about the latest news and events in your industry. It’s a nice thing to do for people, but what good is it to your company? Where’s the part where you say, “This is our company! This is our product! You should buy it!”? And how will people know to buy from you if you don’t say that? In fact, that sort of blatant, in-your-face advertising is exactly what people don’t want. It turns people off and drives them away from your brand. But content marketing targets the people who are already looking to buy your type of product. It engages them and steers them towards your company without hitting them over the head with branding. By providing them with the content they need, it creates a face the customer can trust, and will thus be more willing to buy from in the long run.
  4. “The marketing strategy we’ve got works just fine!” So content can help you make sales. But you’ve already got a traditional marketing strategy in place. It’s served you well for years. It brings in new customers perfectly well. Why change things? Because “perfectly well” isn’t really good enough. Your company is under constant pressure from its investors to improve sales. Content marketing can increase your company’s growth much more effectively than traditional marketing tactics.
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Topics: Content Marketing, blogs, Marketing Budget, traditional marketing, ROI

Using the Buying Cycle To Create Effective Targeted Content

Posted by Spencer Powell

Jan 23, 2014 12:30:00 PM

Using-the-Buying-Cycle-to-Create-Effective-Targeted-ContentHere’s a pop quiz: What’s the purpose of creating content for your brand? Is it to drive people to your site? To generate leads? To increase sales? Or to stay on customers’ radars after they’ve made their purchases, so that they’ll buy from you again next time? The answer is, of course, all of the above. There are all different things you can use your content for. And each of those uses requires you to have a different type of content. So how can you plan your content for maximum effect at all levels? Our friends at HubSpot suggest that you link your content to the five stages of the buying cycle, in order to stay connected with customers throughout the entire process. 

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Topics: Content Marketing, blogs, videos, white papers, e-books, Case Studies, customer testimonials, buying cycle

How To Have a More Exciting Inbound Marketing Plan In 2014

Posted by Spencer Powell

Dec 29, 2013 12:00:00 PM

How-to-Have-a-More-Exciting-Inbound-Marketing-Plan-in-2014A few years ago, inbound marketing was on the cutting edge of brand promotion. It was the new and innovative tactic. Now, with a new year right around the corner, inbound strategies stand poised to enter the mainstream and become more popular and widespread than ever before. Which, in many ways, is a good thing. It means that the old, ineffective marketing tactics are finally going the way of the dodo. The future is content.

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Topics: Inbound Marketing, blogs, content, personalized marketing, podcasts, sales conversions, New Year, 2014, customer insight

Written.com’s New Approach To Content

Posted by Spencer Powell

Dec 26, 2013 6:30:00 AM

Written.coms-New-Approach-to-ContentThe rules of content marketing are relatively simple. You create content—blogs, articles, white papers, videos, etc.—that’s targeted at the people whom you want to buy your products or services. You include specific keywords that those potential customers are likely to be searching for and build your content around them, so that the next time they search for those keywords, your website will appear in the results, and you can draw people to your site.

These are the basics, and if you’ve done any content marketing at all, you’re at least somewhat familiar with them. But now, a site called Written.com has set out to turn those rules around and create a whole new approach to content marketing. Rather than creating content and using it to build up a following, their strategy is to find content that’s already popular and connect the creators with companies who will pay to use it to promote their brand.

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Topics: Content Marketing, blogs, WordPress, Written.com, popular content

5 Mistakes Your Blog Is Making

Posted by Spencer Powell

Nov 25, 2013 12:30:00 PM

5-Mistakes-Your-Blog-Is-MakingRegular blogging is one of the most important factors in your content marketing strategy. The more you blog, the more you’ll be able to increase web traffic and ultimately drive sales. But only if the content you generate is high quality. There are all sorts of things people do in their blogs to drive people away instead of drawing them in. Here are five common mistakes that blogs make and how you can avoid them. 

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Topics: Content Marketing, blogs, Internal Links, external links, call to action, numbered lists

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