How to Teach Content Marketing to Your Internal Teams

November 2, 2016 Monina Wagner

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Content marketers often lament about the lack of support they receive within their organizations. Making a case for content marketing can be a challenge, despite the opportunities it has to offer. To convince teams of its value, we must prepare for internal conversations with talking points, examples and statistics.

This week’s #CMWorld Twitter chat  discussed how to overcome some of these challenges and secure buy-in from your internal team. We were joined by special guest Drew Eastmead, Director of Content Marketing and Content Coaching at Vertical Measures. A few takeaways from the chat are below. Check out our Storify to see more tweets on this topic.

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Recognize your obstacles

To communicate the benefits of content marketing to others, you need to evaluate the roadblocks ahead of you and determine how best to overcome them.

A1: I think it’s getting people out of their comfort zones, especially for your teammates who are not customer-facing. #CMWorld

— Drew Eastmead (@dreweastmead) November 1, 2016

A1: The biggest roadblock may be making sure everyone understands #contentmarketing and how you will use it to meet goals. #CMWorld

— Mike Myers (@mikemyers614) November 1, 2016

A1: My roadblock is 3-fold: Perceived effort required, concerns about time, lack of big picture vision/understanding. #CMWorld

— Shannah Hayley (@shannahhayley) November 1, 2016

Have a plan

Once you’ve convinced your team of the value of content marketing, be prepared to implement a strategy.

A6a: We generally recommend starting with a simple strategy. Answer the who-what-where-when-why questions. #CMWorld

— Drew Eastmead (@dreweastmead) November 1, 2016

A6: need to establish a process & map out responsibilities #CMWorld https://t.co/igvyiUQHYO

— Josephine Borrillo (@70mq) November 1, 2016

A6 Start by holding an editorial meeting, collecting ideas and SMEs+content creators for your editorial calendar, define mission. #CMworld https://t.co/8fouJHWFh4

— Erika Heald (@SFerika) November 1, 2016

What is your experience with securing buy-in from your internal teams? Let us know in the comments below.

Looking to secure support for your content marketing efforts? Check out our buy-in starter kit for stats, tips, and talking points.

 

 

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