{"id":52475,"date":"2024-04-03T17:46:22","date_gmt":"2024-04-04T00:46:22","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=52475"},"modified":"2024-11-19T13:35:16","modified_gmt":"2024-11-19T20:35:16","slug":"business-case","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/business-case\/","title":{"rendered":"Business Case"},"content":{"rendered":"

What Is a Business Case?<\/h2>\n

In the broad sense, a business case is\u00a0<\/span>a value proposition<\/span>\u00a0intended to convince a decision-maker to pursue a particular course of action. <\/span><\/p>\n

In the content marketing world, you\u2019ll likely find yourself having to build a business case to justify spending those precious marketing dollars on content when the ROI isn\u2019t as immediate as traditional paid advertising. When pitching to executives on your content budget, having a strong business case is worth its weight in gold.<\/span><\/p>\n

\"97%<\/p>\n

Why Is Building a Business Case So Important?<\/h2>\n

If you\u2019re here, you probably have at least some idea of how important content marketing<\/a> is to your business. But depending on who the decision-makers in your business are, they might not totally understand the value of content marketing. They might not even be marketing people at all!\u00a0<\/span><\/p>\n

The fact is that\u00a0<\/span>97 percent of businesses<\/span><\/a>\u00a0have generated positive results with content marketing, so if you want to be in that majority, you\u2019ve got to get your team on board. And that means breaking out some numbers because the keepers of the purse strings are all about the numbers.<\/span><\/p>\n

Content\u2019s ROI is harder to track by itself. Can a blog post lead to a sale? Absolutely! But that\u2019s not its primary function, and the data you present to support the investment should reflect that.<\/span><\/p>\n

\"How<\/p>\n

How Do You Build a Business Case for Content Marketing?<\/h2>\n

Before you start to build your case, there are a few things to take into consideration:<\/span><\/p>\n

    \n
  1. Your audience.\u00a0<\/span><\/strong>Understanding who you\u2019re trying to target will help you determine what type of content to invest in, as well as how effective you\u2019re being with that content.<\/span><\/li>\n
  2. SEO value.<\/span><\/strong>\u00a0Is your content in alignment with the current trends in SEO? Will your audience be able to find your content?<\/span><\/li>\n
  3. Organic vs. paid distribution.\u00a0<\/span><\/strong>You may have different paths of delivery to intended audiences based on the types of content being developed, the delivery platforms, and the intended customer journey<\/a>. How you deliver your content will affect how you create it.<\/span><\/li>\n<\/ol>\n

    Beyond that, you\u2019ll want to choose an effective strategy for presenting the case, depending on the type of decision-maker you\u2019ll be dealing with. Which of these methods is most likely to resonate with your executive team?<\/span><\/p>\n

    \"Methods<\/p>\n