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.”
Character…
