How to Get Buy in For Your Content Marketing Strategy

How do you get buy in for your budget and content strategy?

In this post I (Aiden *waves*) will give my tips on how to get buy in for investment in your content marketing strategy, and it all comes down to the numbers.

There is one thing that motivates all bosses, investors and business owners. The bottom line!

You know in your gut that you need to do more content marketing, and be better at it, but to do this right, and be effective, you need a strategy and investment to make it happen.

The Content Marketing Association quoted that 9/10 marketers are doing some form or marketing, but it is not always effective. Why? No planning, no insights, no measurement, and with that, a hard sell to get buy in from your boss among the chaos.

So, how do you get buy in?

Bring it down to the raw numbers, the bottom line. Outline what your business objectives are and assign a Key Performance Indicator (KPI) next to it.

For example.

Let’s say your business needs to acquire 224 new customers with an average order value of £50 and and a revenue target of £11,500 over the next 12 months.  

You look in your web analytics and see that you have 35,000 unique visitors to your site and you manage to turn 224 of those visitors into customer. This means your business is running a 0.64% conversion rate.

But you want more.

You want to do better, you want to crush that KPI and get more people converting. You know that by having stronger, relevant and original content on your website will support this.

Make your case by showing how using content marketing can improve your conversion rate and the impact on the bottom line.

Argue that if you improve your conversion rate from your current 0.64% and 35,000 visitors to the site but convert at 1%, this would generate  350 customers with a value of £17,500.

You are losing money by NOT investing in content marketing!

The real win is showing that not only can you improve the conversion rate on your existing baseline KPI but you can get more traffic to your site, through an inbound marketing approach.

Let’s say that your site improves traffic to from 35,000 unique visitors to 45,000 unique visitors, and you converted 1%. that would give you 450 more customers, with your average order value of £50, that would be a revenue stream of £22,500.

Now, if you walked into your boss/ investor/ owners office and showed them their current, existing baseline stats, and what it could be…….what they are missing out on, you are on a stronger footing to start that conversation about investment in your content strategy.

If you would like to use the template that I have mentioned in this post  you can access the content marketing buy-in google sheet here, feel free to use, comments and feedback welcome. To download, select FILE and make a copy, and then you can plug in your numbers! Hurrah!


Ideas for Your Content Marketing

We recently asked clients what some of their biggest challenges were in marketing.

Aside from the obvious analytics and metrics, ideas for their content marketing plans came up top!

Successful content needs to be relevant and helpful to your buyer, and answer the questions they are asking.

Ask yourself these questions:

  • Is your content giving value?
  • Am I providing solutions to my customers pain points/solutions?
  • Is my content unique?
  • Does it inspire?

It also needs to hit them along the buyer journey in a “one of a kind way”, i.e. it shouldn’t appear anywhere else on the web, in what Rand Fishkin called Uniquely Valuable.

To be ‘Uniquely Valuable’ your content needs to be:

  • A massive upgrade in aggregation, accessibility, and design
  • Information that is not available anywhere else
  • Presented in a clearly different voice or style

Coming up with content ideas

It can be hard to come up with ideas or brainstorm quickly. Do you ever find yourself staring at a blank word document? You have a blog to write (and a deadline!), social media posts to publish, but you are sat there, at your desk, staring at a blank document trying to come up with ideas for your content marketing – sound familiar?

To help you create some high-value ideas for your content marketing strategy, we created this formula:

content ideas

In this post we’re going to share with you our formula for coming up with ideas for your content marketing strategies.

Let’s break each section down.

Source: What are you basing your content angle on?

Curated: assembling content around your brand and themes. Think Buzzfeed and their curated content eg “34 times twitter was the weirdest place on the internet”. You can also try:

  • Searching top <target industry> blogs
  • Twitter advanced search
  • Twitter advanced lists
  • Medium
  • Pocket
  • Feedly

Created: original content based on themes and pain points of persona. This is going to be your brand-spanking-shiny-new content that you are going to create from scratch. Think:

  • Blog posts
  • YouTube Videos
  • Webinars
  • Podcasts Interviews
  • Free resources
  • E-books
  • White papers
  • How-to guides

Co-market: partnership or influencer based content where you are sharing resources and audiences, for example GoPro and Red Bull collaborated on a stunt called “Stratos” where Felix Baumgartner jumped from a space pod more than 24 miles above Earth’s surface with a GoPro strapped to his person. You can also collaborate with social media influencers with companies such as:

Recycle :what content can you repurpose and reuse? Ideas include:

  • Do you have a number of blogs that could be made into a book?
  • Do you have a PowerPoint from an industry event that could be turned into a blog pots?

Once you know what your source is going to be, you can focus on your theme.

Theme: The pain point you’re going to focus on.

Your theme needs to have a purpose and to have a purpose you need to have a deep understanding of your customers and the things that keep them up at night.

Get obsessive over your customer and all the questions they have on a topic that you love talking about.

Dig into your personas and try to flesh out an umbrella theme and the sub pain points or issues that are associated with it.

Let’s say you are the owner of a knitting shop and you’re focusing on content to build links and drive more inbound traffic to your site.

umbrella theme

An umbrella theme could be.

“People who want to learn more about knitting”

  • Problems/ issues and pain points could be
  • Avoiding knitting pain from tension
  • Running out of yarn, how to source, buy, and store
  • How to fix problems/ losing a place in pattern, dropping a stitch
  • How to read knitting patterns

Tip: use the free Google Trends tool to see when a popular time would be to publish your content.

Format: How are you going to deliver your content?  There are many to choose from and you need to select based on your resources and budget, here are some examples:

  • Videos
  • Inforgraphics
  • Podcasts
  • Blog posts
  • Quizzes
  • Case Study
  • PPT
  • Ebook
  • Industry Report
  • Checklist
  • Customer Reviews
  • Book review or reading lists
  • Data sheets
  • Curated Lists
  • FAQ’s
  • Detailed product information
  • Webinar
  • Calculators
  • Tips and tricks
  • White Papers

Ideas: Once you know your format, what ideas can you use. Below are some examples.

  • Top 10 tips
  • How to
  • News
  • Competition
  • Q&A
  • Checklist
  • Jargon Buster
  • Compliance/ Law
  • Interviews
  • Polls
  • Futurology
  • Debates etc

Now, let’s put it to action with a use case with the umbrella theme for our knitting example

Source- Creating brand new content

Theme- Avoiding knitting pain from knitting tension

Format- Blog posts


  • Q&A with a doctor or health professional on how to avoid tension injury when knitting
  • How to: A detailed how to guide on avoiding knitting tension problems
  • Interview: with well known influencers on how they tackle pain from knitting tensions
  • Top 10: Ways to get tension problems and how to avoid
  • Facts and Figures: How many people suffer with tension problems caused by knitting

Next time you are brainstorming your content ideas, give the formula a try and do get in touch and let us know how it works for you!

Source + Theme + Format + Idea = Engaging Content

To find out more about content ideas, we have a number of online courses and free downloadable resources here – enjoy!