Your boss’ boss isn’t reading this blog. She likely didn’t read the latest post on your company’s blog either. On a daily basis, your boss’ boss is too busy with a million other things to give much mind to your content strategy at all.
But you really do need her attention, so does you content.
Getting C-suite to buy in on your owned-media marketing program is an absolute must if you want to get accomplish key business objective.
“Well, I already have their buy-in,” you might be saying. “They gave me a budget for content creation, and no one has stopped me so far.”
Sorry, Jack: You don’t have real buy-in. That sort of half-hearted, passive, “better to ask for forgiveness than permission” kind of buy-in will only get you so far. Here’s why selling your strategy to C-suite is so important:
- It aligns goals and expectations.
Everything starts at the top, including goals and expectations. The C-suite might not be paying much attention to your email marketing tactics, but one day someone will come asking about the results.
A few years ago, I helped launch a sister company for my employer. I created a YouTube video that went viral in the way that every small business hopes that their content will. In the first two weeks, it had more than 2 million views.
Our CEO viewed it as a failure. Why? Because it didn’t drive enough ecommerce sales. I tried to explain that this was an awareness piece — not a transactional piece — but it was too late. Despite massive gains in website traffic, email subscriptions and — yes — sales, it didn’t match his expectations, because I didn’t fully get him to understand why we were doing what we were doing.
- It clears a path for smooth creative approval.
When you’re creating small content, getting content through the system can be easy. But if you want to do something big, bold or badass, you’ll need to push it up the ladder. If your C-suite doesn’t understand the value of content marketing, it’s not likely that they’ll be excited about your huge new web series idea or major holiday contest.
Furthermore, the more solidly you get someone to bite on your strategy, the less likely they are to want to change or question it.
- It allows you to earn necessary resources.
The biggest myth about content marketing is that it’s free. The “just let the intern do it” attitude is dying, but it’s far from dead. There’s a surefire way to stop this: Get the senior leadership to understand that owned-media is a legitimate way to drive their bottom-line goals and objectives.
You need the right team and tools. Furthermore, you need a budget to distribute your content through social media or syndication channels.
You will never get the proper funding for this if the C-suite doesn’t see its value.
- You can prove your value.
If your company leadership sees value in content market, you have the ability to show yourself as a leader who is rattling cages to move your company into the future. If they don’t value content marketing, you can be dismissed as the person who just plays on Facebook all day and doesn’t contribute to the bottomline.
Regardless of the quality of work that you do, you will never be noticed or valued by leadership if they don’t value the type of work that you do. By selling your content strategy, you will be selling yourself.
I’m certainly not saying that it’s easy. If you’re a few rungs below the C-suite, you might want to start lower and use that influence to gain an audience at the top. You’ll need solid numbers and an airtight argument. But once the C-suite is on your side, you and your content will be set up to win.