{"id":2835,"date":"2022-11-23T11:30:00","date_gmt":"2022-11-23T16:30:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2835"},"modified":"2023-04-14T11:31:39","modified_gmt":"2023-04-14T15:31:39","slug":"gaining-buy-in-for-2023-a-thank-you-from-our-team","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/gaining-buy-in-for-2023-a-thank-you-from-our-team\/","title":{"rendered":"Field Notes #021: Gaining Buy-in for 2023 (+ a Thank You from Our Team)"},"content":{"rendered":"\n

It\u2019s planning season, y\u2019all. Holidays are aplenty, and the new year is right around the corner.<\/p>\n\n\n\n

We\u2019ve been doing our own 2023 planning here at Omniscient\u2014OKRs and all.<\/p>\n\n\n\n

One big point of discussion for us is what role content marketing will play next year. If you missed it, we\u2019re aiming to write and publish 100 blog posts in December<\/a>. Why? We’re testing the limits of our content operations setup and looking to ramp up marketing while other folks wind down.<\/p>\n\n\n\n

(We just kicked off the project this week. Stay tuned for results.)<\/p>\n\n\n\n

However, what and how we will invest in content marketing throughout the next year is a question we’ve yet to answer fully. But we know it\u2019ll play a large role in how we continue to grow Omniscient.<\/p>\n\n\n\n

As an SEO and content marketing agency, we\u2019re all bought into the power of content<\/a>. We also help the content and marketing teams who hire us gain buy-in from their leadership.<\/p>\n\n\n\n

As you build your 2023 plans, you<\/em> may need buy-in for your content strategy. This involves things like building bridges with Sales, Customer Success, and Product; getting budget approval for freelancers or agencies, headcount, promotion spend, and software; and encouraging participation from subject matter experts and executives in your company.<\/p>\n\n\n\n

Where do you start? We say with your CMO (or whoever leads your marketing team). They need to be on board if you want to make the above happen.<\/p>\n\n\n\n

The challenge is showing them how content helps meet business goals. Here\u2019s how:<\/p>\n\n\n\n

    \n
  1. Show the numbers and speak to business goals.<\/strong> A CMO is held to metrics, and they’ll hold you to them, too. Make sure that whatever strategy you develop is tied to larger business goals. Whether it\u2019s generating leads or winning X free trial users, model out how your approach will help the company with its wider business strategy. Don\u2019t just create content for content’s sake\u2014CMOs won\u2019t buy into that. When developing a content strategy, first identify growth opportunities. Next, summarize what could happen if you invested in those opportunities. Finally, work backward to figure out what you need to get there.
         \u27a1\ufe0f Read:     Content Marketing ROI: 6 Steps to Measuring Growth<\/a> and Content Marketing Metrics: 23 Metrics to Track Success<\/a><\/li>\n\n\n\n
  2. Ask before you tell<\/strong>. Instead of presenting your plans right out of the gate, lead with curiosity. Sit down with Sales, Product, and Customer Success and ask them what\u2019s missing. How can Content help? What can you create that can double as sales enablement, product activation, or help center content? If your ideas support the goals of more than one team, your CMO may be more inclined to support them. 
         \u27a1\ufe0f Read:     How Content Marketers Can Develop a Growth Marketing Mindset<\/a> <\/li>\n\n\n\n
  3. Think creatively to fill gaps<\/strong>. If your company already has a content strategy, explore what content types are missing or find ways to level up the existing process. However, more doesn\u2019t always mean better. Consider ways to cut costs and get the most out of your content through creative distribution and internal production. Got an idea that doesn\u2019t yet have buy-in from the CMO? Play by the rules first before diverging from the expected. Start small and scrappy, test for results, then request an investment when you can demonstrate a win.
         \u27a1\ufe0f Read:     The Best Content Marketers Have These 3 Traits<\/a><\/li>\n<\/ol>\n\n\n\n

    Lastly, be patient. Times are tough, and not all companies are taking big bets. That\u2019s OK. A new year doesn\u2019t always mean sweeping changes, experimental projects, or big investments.<\/p>\n\n\n\n

    If you or your leadership team are taking things slow in 2023, here\u2019s our best advice:<\/p>\n\n\n\n