Two fool-proof methods for getting buy-in

Two methods work the best when it comes to getting buy-in for new content marketing projects or additional budget.

The Pilot

If you present your content marketing plan like a TV pilot, you’ll immediately see the key decision makers let their guard down. It’s not as much of a commitment as a full-blown content marketing strategy. But as you sell the content marketing pilot, be sure to include the following:

•  The length of the pilot; it should be at least six months.

•  The overall goal of the pilot, or how the business will be different after the pilot.

•  Agreed-upon metrics; if you hit them, you’ll be able to move forward with “more episodes.” This could be an increase in leads, more subscriptions, shorter time to close business and/or an increase in “quality” leads.


When all else fails, fear can work as well or better than a rational argument. If you show how competitors are using content marketing to their advantage and to your disadvantage, you certainly ought to be able to get someone’s attention.

For the “fear” plan to work, you have to do some research up front on your competition. Pick the leading content marketer in your field and determine:

•  How many subscribers (email, Facebook, Twitter, etc.) does it have to its content versus yours?

•  How does it rank in key search terms versus your rankings?

•  How does it compare in terms of social sharing?

•  Do they have positive, online word of mouth (check Twitter for this one)?

The key in this strategy is to determine what’s of critical importance to the lead decision maker and then target that argument. Clearly show how the competitor is using certain content strategies that are leaving you (and your content) in the dust.

Reprinted with permission from “Epic Content Marketing” by Joe Pulizzi (2014, McGraw Hill)