Making The Business Case

Implementing your content marketing program (Part 1)

Trying to implement a new content marketing program? Or struggling to get the support you need from management for your existing program? Even if your budget is lean, investing in a quality content marketing program is always worthwhile. Fighting for the money you need to run the program is a valuable use of your time.

As you plan your program or prepare your budget, remember that management and finance folks want a solid business case based on facts. Even if the management team is on-board, you need to show that you understand the company’s goals and how your project fits into the big picture, as well as how it impacts the bottom line.

Creating a business case illustrating the benefits and costs is the best way to share that message. Below are seven things to keep in mind as you prepare your business case:

• Show that you understand the company’s goals and objectives and how content marketing furthers those goals. Management doesn’t necessarily need to fully comprehend the specifics of the program, but they do need to understand how it will impact the business and the bottom line.
• Tie content marketing activities directly to the company’s goals using a wide range of options. Show how the benefits will be realized.
• Prioritize your program based on the company’s business goals. Make sure to address the primary goals as well as the low-hanging fruit. Show how the marketing program will deliver on those goals and provide ROI.
• Talk to stakeholders to get their input, business requirements, and understanding of the issues. This helps produce a solid plan based on the business needs of the teams you are working with, and it also helps develop internal advocates.
• Set measurable goals and objectives. Consider measuring things like subscribers, open rates, click-through rates, and leads generated. If you can’t measure a specific activity, explain why not and why that content is still important.
• Consider risks and other variables that might impact the program. Plan for alternative approaches and forecast how the program will adapt.
• Communicate using business terms, not marketing terms, and be specific about goals and activities. The big picture is important for understanding the context, but the details are important in practice.

As you create your case and present it to management, be patient and persistent. A content marketing program is a long-term strategy that requires a long-term investment. If management isn’t convinced right away, address their concerns and present your case again.

-January 2011