Growth Insights for CEOs

What Every CEO Should Know about Blogging and Content Marketing

Posted by The Chief Outsider

Today's blog is written by guest blogger, Marcus Sheridan.

I’m literally blown away, and saddened frankly, with the number of emails I receive theseCEO conference room days from visionary employees who are struggling to get blogging and content marketing buy-in from others within their organization—be it a business partner, department head, etc. 

I’ve written about some possible solutions to this problem in the past, especially when it comes to digital renegades, but today I want to give you one very, very simple way to help members of your organization catch the vision you share and ultimately get the buy-in you want. Here’s how it works…

A Language and Communication Problem 

As an industry, we have a problem folks. Yep, we’re terrible at explaining to others what the heck blogging and content marketing really are. Even worse, when we are looking to commence these types of programs within our companies, our communications look and sound a little like this:

“I’m thinking blogging would be a great idea for us.

“Content marketing is getting huge, we need to get on that train.

“Our employees should all be blogging—that would get major results!”

These types of statements go on and on, but they all center around the exact same problem-the fact they say the words “blogging” and “content marketing” in the first place.

Think about it this way for a second. Let’s assume you’re starting your company and have 6 people on the management team that you have to “pitch” on the idea of starting a blog. Which of the following statements do you feel would be most effective in motivating them to participate?

  1. “Currently, we don’t have a blog. As you have likely heard, blogging is becoming a major part of marketing, branding, and customer service for many organizations. That being said, don’t you think you should be blogging as well?”
  2. “We have an opportunity to improve our customer relationships and inbound lead generation by truly teaching the world about what we do and the problems we solve.  Do you feel there is room for improvement in how we showcase our value?”

Hopefully you didn’t skim over those two statements, and if you did, please read them again, because the first one (or some derivative of it) happens over and over again around the world every day and the second is rarely ever used to help convince others of the importance of blogging and content marketing.

In my research with small and mid-sized companies, I have concluded two simple truths:

  1. Nobody cares about “blogging.”
  2. Everyone wants to be a better teacher.

Do you see where I’m headed with this?

If the movement that is blogging and content marketing is ever going to truly catch fire, we need to boil it down to its essence. We need to better explain to the world what it truly is. And what it truly is—if done right—is great teaching and communication.

The next time you decide to go to your business partner, your management team or team members to convince them of the need to embrace this stuff, try it without even using the words blogging and content marketing in the main body of your pitch. Instead, shift the focus of the conversation.  Place it on principles that have been a pillar of our society since the beginning of time and if you do, the results just may astound you.

Your Turn 

I’m really curious to hear from CEO’s that have struggled with content marketing buy-in from your team-members.  How did you handle the situation? What have been the results thus far?

Jump in folks; let your voice be heard.


Marcus Sheridan, the sales lion.Marcus Sheridan is an interactive, frank and enthusiastic speaker and author of the eBook Inbound and Content Marketing Made Easy. Download eBook. 

Topics: CEO Marketing Vision, CEO Marketing Strategy, Employee Engagement, Content Marketing

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