Get started by understanding your key players and departments or as she referred to them: your cast of characters. When you need to understand your organization’s characters, you’ll be able to help them understand how content can make a difference for the business and the customer. “And content is a must to help you sell and onboard your products.” Character #2 – Sales Hillard recognized that many marketers are hesitant to involve sales during early strategy development. “But, you need to show them that marketing is more than freebies and product catalogs.” To achieve sales buy-in, it’s important for marketers to ask for feedback along the way, and sometimes this requires a meeting just for marketing and sales teams to work together and brainstorm. Character #3: Finance As Hillard put it: ”A well-funded story goes far.” So, if you can help your finance players see that content marketing is a business generator, that’s when you go from the spenders to the viable business drivers. Character #4: Customer Service Nobody spends more face-time with your customers than your customer service team. They spend a lot of time listening to customers, so it’s important that you lend them your ear and give them a voice. “They can also give insight on how the customer wants to receive their content. In order to drive content marketing success for your organization, everyone in the organization needs a hand on the wheel. In addition, follow myself and the rest of our on-the-ground team members on Twitter at: @Tiffani_Allen, @leeodden, @knutesands, @NiteWrites, @azeckman, @amywhiggins and @CaitlinMBurgess.
It’s certainly no secret that quality content is the foundation of every marketing strategy. And you may think the success of your content marketing initiatives rests in the capable and creative hands of your marketing team members. But you may be missing out on a big internal opportunity.
During her session titled “Driving Content Marketing Success in Your Organization: Sales, Product and Global-Regional Collaboration,” Jillian Hillard, the Director of Brand and Product Marketing for Electrolux Home Care and SDA, North America, emphasized the importance of enterprise-wide buy-in.
Using three rebranding case studies as examples, Hillard walked us through her process for getting key players from multiple departments to buy-in, get excited and see the value in content marketing.
“Everyone needs to have a seat at the table in the beginning,” Hillard said. “This creates community of openness, trust, camaraderie, support and gets everyone excited about the new journey.”
So, how can you win the buy-in of key departments within your organization to drive your content marketing strategy? Get started by understanding your key players and departments or as she referred to them: your cast of characters. When you need to understand your organization’s characters, you’ll be able to help them understand how content can make a difference for the business and the customer.
Character #1 – The Product Line
The folks working on product line and development quite obviously have intimate knowledge of how the product works and benefits your customers. They’re your subject matter experts. But they have a lot to gain from content marketing. You just have to show them.
“Your products are an extension of your story,” Hillard said. “And content is a must to help you sell and onboard your products.”