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How do you show your boss the value of your content strategy?

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Content strategy is the process of planning, creating, and managing content to achieve specific goals and meet user needs. It can help you improve your website performance, increase your brand awareness, and generate more leads and sales. But how do you convince your boss that your content strategy is worth investing in and supporting? Here are some tips to show the value of your content strategy to your boss.

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1 Set clear and measurable goals

Before you start creating and publishing content, you need to define what you want to achieve with your content strategy. What are the business objectives and user needs that your content will address? How will you measure the success of your content? What are the key performance indicators (KPIs) that you will track and report on? By setting clear and measurable goals, you can align your content strategy with your boss's expectations and show how your content contributes to the overall business outcomes.

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Lawrence Weibman

Head of Production, Executive Producer, Director, YouTube & Digital Video Consultant
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"Content Strategy" is real but it's more than a buzzword for "I'm going to post and see what happens." If you're doing this for a REAL business, the real pros are thinking about the HOW as much as the WHAT and WHY. Think like a PRODUCER. Think budget, personnel, and scheduling. Before you pitch creative to your boss make sure it's logistically feasible. Come to your pitch with three version of a strategy - high, mid and low cost, with their respective potential outcomes. You want options, give them to your boss too.

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Alfonso R.

Marketing Director @ CreatorDB | Creator Economy | Driving growth one metric at the time
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Often people skip this and jump directly onto tasks. Managers then miss the context, or worst, they make their own context for themselves. This is the beginning of a misalignment that will result in producing something that might or might not be useful for the organization. And then, KPIs will not be met.

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2 Communicate your content strategy

Once you have your goals and KPIs, you need to communicate your content strategy to your boss and other stakeholders. Explain the rationale behind your content decisions, such as who you are targeting, what topics you are covering, what formats and channels you are using, and how you are optimizing your content for search engines and social media. Show how your content strategy supports the brand voice, tone, and style, and how it aligns with the user journey and the sales funnel. Use visual aids, such as content audits, personas, maps, calendars, and workflows, to illustrate your content strategy and make it easy to understand.

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Melissa Belongea

Marketer, Content Strategist, Copywriter | Relationship & Leadership Coach | Creator of The Regenerative Relationship Method
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This often requires being a consensus builder across product, marketing, and creative since each of those areas are already tackling some aspect of content strategy. In my experience, the core function of content strategy is to be a synthesizer, advisor, and storyteller, filling in where extra support is needed depending on the team dynamics. For example, if a team is heavily weighted with product and marketing managers, your job is to align the strategy and KPIs based on their deep expertise, while packaging it in a way that the creative team can execute and makes sense according to timelines. Meanwhile, you might also be the writer carrying the strategic positioning through. Educating leaders on the power of this hybrid discipline is key.

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Alfonso R.

Marketing Director @ CreatorDB | Creator Economy | Driving growth one metric at the time
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Alignment with the priorities of the department is a must. Make sure the ideas you suggest will lead to the desired outcome. Explain how you see it working as clear as you can. Then have your supervisor agree on your logic and framework. Once agreed, propose specific items and have your manager simply say yes or no to those specific items.

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3 Showcase your content results

The best way to show the value of your content strategy is to showcase your content results. Use data and analytics to demonstrate how your content performs against your goals and KPIs. For example, you can show how your content drives traffic, engagement, conversions, retention, and loyalty. You can also show how your content influences user behavior, satisfaction, and feedback. Use charts, graphs, and dashboards to present your content results in a clear and compelling way. Highlight the achievements and successes of your content strategy, as well as the challenges and opportunities for improvement.

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4 Share your content insights

Another way to show the value of your content strategy is to share your content insights with your boss and other stakeholders. Use your data and analytics to identify the trends, patterns, and gaps in your content performance. For example, you can share what types of content work best for your audience, what topics and keywords resonate with them, what channels and platforms they prefer, and what pain points and questions they have. Use your content insights to inform your content decisions, such as what content to create, update, or remove, and how to optimize your content for better results.

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Alfonso R.

Marketing Director @ CreatorDB | Creator Economy | Driving growth one metric at the time
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Managers and superiors are not necessarily experts on any given field. They might have experience but they lack of the first hand information and experience. We rely on the expert to get insights and analyze the data. We also need suggestions on what course to take and propose actions. I encourage my staff to always insert their opinion in their reviews.

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5 Solicit feedback and collaboration

Finally, to show the value of your content strategy, you need to solicit feedback and collaboration from your boss and other stakeholders. Ask them for their opinions, suggestions, and questions about your content strategy. Invite them to participate in your content creation and review process. Encourage them to share your content with their networks and promote it internally and externally. By soliciting feedback and collaboration, you can build trust and rapport with your boss and other stakeholders, and show them that you value their input and support.

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Alfonso R.

Marketing Director @ CreatorDB | Creator Economy | Driving growth one metric at the time
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Ask, ask, ask! What do you think of my achievements? Do you believe are aligned to the goals? Is there any change in the priorities that I should know about? Do you see something that could be improved? etc. Information is power, get as much as you can.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alfonso R.

Marketing Director @ CreatorDB | Creator Economy | Driving growth one metric at the time
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Something that mustn't be overlooked is to offer perspective of the future. Showcase the big picture, sell future plans and hype them. Demonstrate you have a vision and you are actively taking steps towards it.

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How do you show your boss the value of your content strategy?

1

2

3

4

5

6

1 Set clear and measurable goals

2 Communicate your content strategy

3 Showcase your content results

4 Share your content insights

5 Solicit feedback and collaboration

6 Here’s what else to consider

Content Strategy

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How do you show your boss the value of your content strategy?

1

2

3

4

5

6

1 Set clear and measurable goals

2 Communicate your content strategy

3 Showcase your content results

4 Share your content insights

5 Solicit feedback and collaboration

6 Here’s what else to consider

Content Strategy

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