In digital marketing, content is very important thing. Blogs, social media posts, website pages, and videos are all used to communicate with the audience by businesses. However, creating content isn’t enough. Different members of the company must also have a grasp of its importance. These individuals can be in the business, management, sales, and finance teams. They might not be well-versed in content marketing. They might be focused on either sales, customers, or business growth.
This can make it difficult for the marketing team to communicate their strategy. If people don’t understand the value of a content strategy, they won’t approve it. The most convenient way of solving this issue is to talk about it in simple terms using real-life examples. Use business language as much as possible and explain the business function of the content.
When communicating content strategy to those who aren’t in marketing, here are some easy explanations.
1. Explain How Content Helps the Business
If you’re discussing content strategy, begin by talking about its advantages. Never start with keywords, blog topics, social media plans, etc. First, since there is a reason the business requires that content, you need to explain that reason. For instance, a business owner may wonder why they should be updating their old web page. You can explain that new and useful information can provide answers to customer questions and can help make the page more understandable.
Another way to do this is to educate various teams about the advantages:
- Business owners: Show how good content can bring more customer enquiries.
- Sales teams: Share with customers how blogs and service pages can provide them with answers.
- Finance teams: Demonstrate the value or contribution content can provide to the marketing budget.
- Managers: Share the value of consistent content for maintaining the brand top of mind.
Once people become aware of these benefits, they can understand the importance of content.
2. Use Simple Numbers and Examples
Numbers aid people in comprehending marketing outcomes. Not all people are familiar with terms such as organic traffic, impressions, and keyword rankings. So, if you want to explain these numbers simply, do so. For instance, if a website has become “organic”, describe it as having improved visibility in Google. If a blog is ranked on Google, describe how the blog is useful to people when they search for topics related to the business.
Another option is to share examples related to various business objectives:
- A sales team would want to know the number of enquiries generated from a particular page of their website.
- For business owners, it can be helpful to have an understanding of the number of visitors who reach out to the business.
- For finance teams, it might be worth understanding the cost of content creation.
- Web visits and customer engagement should be reviewed by marketing teams.
- Be more than a numbers-for-numbers game. Describe their significance to the business.
3. Talk About Problems and Their Solutions
Not all blogs and marketing campaigns are successful. Sometimes there are fewer visitors to a website, fewer visits to a blog, fewer likes to a social media post, etc. These issues need to be addressed openly. When a website page is experiencing a traffic drop, provide reasons for it. The information may be wrong; there may be better information on the competition, or questions by users may not be answered in the content.
Describe the issue and a basic solution to it.
Take these three actions:
- Describe the problem: Inform the team what is not going as planned.
- Look for the reason: Review available data, identify potential causes.
- Explain the solution: Describe how the solution could be improved.
This helps to develop trust. It also indicates that the marketing team is aware of the issue and has a course of action that they are following.
4. Simplify the New Marketing Terms
Digital marketing is ever-evolving. Emerging new tools, platforms, and trends are common. These terms might be hard to comprehend for those who are not employed in the marketing field. For instance, terms such as SEO, AEO, GEO, and the power of AI-based search may be confusing.
Use non-technical terms to describe the meaning of technical terms.
- SEO: Work for the website to show up in search engine results.
- AEO: Supports content to give clear responses to user questions.
- GEO: AI-generated responses need to be both useful and easy to find, which requires a focus on making content useful and easily accessible.
It’s also important to make clear that new marketing techniques are not the end of all the old techniques. Good content still requires good writing, good information, and good facts.
For instance, Google and AI require informative and useful content. Begin with ideas that people are familiar with. Next, describe new concepts using simple examples. This will facilitate your learning.
5. Give Clear Instructions Instead of General Advice
Content strategy should communicate to people what they must do. Not all general tips are beneficial. For instance, “Improve the website with content” is not a detailed description of what to change.
Rather, provide distinct directions:
- Write an introduction for each service that is simple.
- Include responses to frequently asked questions.
- Describe the principal characteristics and advantages.
- Use relevant images.
- Include contact information.
- Keep information up to date, as required.
- These steps enable the team to gain an understanding of the work.
A quick checklist for each task can be created as well. It can be used by team members to write or edit content. Ideally, use examples from the company’s website. This helps to make your recommendations more easily understood and implemented.
6. Ask Different Teams to Share Their Ideas
Content planning should not be a one-way discussion. There is helpful information to be gained from different teams that can help to improve content. For instance, a sales team is aware of what customers inquire about when they purchase a product or service. Customer support staff are aware of the frequent issues. Business owners know the company’s objectives. This data can be utilized to make better blogs, FAQs, and website pages.
Here are some easy ways of engaging everyone:
- Have teams share some questions customers may have.
- Accept Criticism before Making Final Decisions about Content.
- Utilize actual examples at meetings.
- Describe marketing concepts as necessary.
- Allow all to have a voice in a discussion.
- Content that is shared between teams is more valuable for customers.
7. Share a Simple Plan After Every Meeting
A meeting is useful only when everyone knows what to do next. After discussing a content strategy, share a short plan with the team. Mention the tasks, deadlines, and people responsible for each activity.
For example, if the team decides to update website pages, explain:
- Which pages need changes.
- Who will provide the information.
- Who will write and review the content.
- When the updates should be completed.
- How the results will be checked.
This keeps everyone on the same page. It also reduces confusion and delays. A clear plan makes it easier for teams to complete their work on time.
Conclusion
Blog posts and social media posts aren’t enough to have a good content strategy. It also requires good communication between various teams. If you’re talking to people outside of the marketing world, keep your language simple and make use of concrete examples. Demonstrate the link between content and business objectives. Provide concise explanations and simple ways to solve problems.
In addition, engage various teams in the planning process. They have ideas that can be used to make better content and better communication. It is a very basic objective. It’s important everyone knows why content is important and how their contribution helps the business.
FAQs
What is the best way to describe content strategy to non-marketers?
Discuss the role content plays in helping a business communicate with customers and solve their problems. Avoid using marketing jargon and use actual examples. Additionally, demonstrate the value of good content to business growth.
How can businesses be supported in using content marketing?
Explain the value of content and link it to business objectives. Explain the importance of the work using simple data and examples. This is useful for stakeholders to grasp and assist with the plan.
What makes content strategy training successful?
Use real-life examples, simple explanations, and practical activities. Allow individuals time to ask questions and voice ideas. Make the training as easy and as relevant to their work as possible.
Why is communication critical in content marketing?
Clear communication enables teams to know their roles. It also helps simplify the process of planning and publishing content. It helps to eliminate confusion and to give everyone a shared set of goals.
How can various teams contribute to content strategy?
Sales teams can distribute customer questions, and support teams can do the same with common problems. This is helpful for content teams to build helpful blogs and website pages. Owners can also share their objectives to inform content planning.
Vandana is a Content Writer and Digital Marketing Executive with 1+ years of experience in SEO content writing, website content, and digital marketing. She specialises in creating engaging, SEO-friendly content, keyword research, and content planning to help brands improve their online presence and audience reach.
