Name: 6 tips for winning over stakeholders with your creativity
Uploaded: 2023-10-20T11:49:26.014Z
Duration: 260.53
Description: A content marketer's aim is to create effective content that engages customers but that can be challenging when working with team members, bosses, or clients who just don't "get" content. Jeneanne Ballos outlines strategies to bridge the gap between stakeholders and content makers, busting some content myths along the way.

6 tips for winning over stakeholders with your creativity V3.mp4

6 tips for winning over stakeholders with your creativity V3.vtt

English

{{00:00:00}}
We hear a lot of people talking about
artificial intelligence, and it's

{{00:00:05}}
an easy button and create a thousand
things with a push of a button.

{{00:00:09}}
So it kind of negates the value of the
process of actually creating it and

{{00:00:14}}
the understanding and the knowledge
that goes behind creating content.

{{00:00:23}}
My name is Janine Ballos.

{{00:00:24}}
I am the Chief Operating
Officer of Digital River Media.

{{00:00:28}}
So leaders are resistant to content
because they are surrounded by content

{{00:00:36}}
so they see content on a daily basis,
they consume it, and they don't

{{00:00:39}}
really understand what goes behind
the scenes to creating the content.

{{00:00:45}}
So we,  came up with six strategies
to help convert the content

{{00:00:49}}
clueless into content allies.

{{00:00:51}}
We focused on first, what they'll
gain, so relate to what their

{{00:00:59}}
pain points are and what they'll
achieve through a content strategy.

{{00:01:03}}
The second one is educate to evolve.

{{00:01:06}}
So that's helping them understand what
content is, what goes into creating a

{{00:01:11}}
successful content marketing campaign.

{{00:01:14}}
And what really goes into
creating the content itself.

{{00:01:17}}
The next one is to build trust.

{{00:01:21}}
You want to create trust between you and
the executives, so that they understand

{{00:01:26}}
that you're working in their best interest
and in the company's best interest.

{{00:01:29}}
You want to act as a specialist and
not a generalist not someone that

{{00:01:38}}
does TikTok and Facebook and, you
know, whatever social media, you

{{00:01:41}}
want to relate that based on their
needs again and their strategy.

{{00:01:47}}
When I meet people where they
are, we created a content

{{00:01:51}}
consumption scale so that based
on their consumption of content.

{{00:01:55}}
You understand how much they get content.

{{00:01:59}}
So,  you don't want to try to
push someone further when they

{{00:02:02}}
don't understand something.

{{00:02:04}}
And then the final one is
content is a long game.

{{00:02:07}}
So you don't want to over promise.

{{00:02:08}}
You don't want to say, Our content
strategy is going to, you know, 10x your

{{00:02:13}}
return within a month or two months.

{{00:02:15}}
You want to help them understand
that content takes a while.

{{00:02:19}}
It's a slow burn, but it's worth it
and can absolutely relate to strategy.

{{00:02:28}}
Helping convince the stakeholders
that it's a long term issue,

{{00:02:33}}
especially when a lot of them are
beholden to quarterly goals boards

{{00:02:37}}
want to see immediate returns.

{{00:02:39}}
You want to focus on how content
relates to the strategy and

{{00:02:44}}
what KPIs it can help satisfy.

{{00:02:47}}
So not all the KPIs are something that
they need to see results with immediately.

{{00:02:53}}
So we want to focus on the ones that
are most relevant to them and their

{{00:02:57}}
position and to also the company in
general and how it'll help support the

{{00:03:04}}
overall strategy as well as different
departments within the company like sales,

{{00:03:08}}
customer service you know, the goodwill,
brand ambassadorship, there's lots of

{{00:03:15}}
different ways that content marketing
builds trust and builds relationships

{{00:03:21}}
within the community and, and helps
build the social capital of a company.

{{00:03:31}}
AI does not replace strategy.

{{00:03:34}}
It does not replace strategy of
a company or content strategy.

{{00:03:37}}
It is definitely a tool.

{{00:03:39}}
There's a benefit to it.

{{00:03:40}}
Nobody's arguing against that.

{{00:03:42}}
But it's not a replacement for original
thought, it's not a replacement

{{00:03:46}}
for the strategy, it's not a
replacement for creativity, it's an

{{00:03:50}}
enhancement to it, it's  a helper.

{{00:03:54}}
It's a tool in the toolbox and just
like any tool in the toolbox, if you

{{00:03:57}}
use a wrench when you need a hammer,
it's not going to be effective.

{{00:04:00}}
Education is just part of what we
have to do as content marketers.

{{00:04:04}}
Things are constantly evolving, so
we need to reintroduce new ideas.

{{00:04:09}}
And keep them relevant to the strategy and
always to the benefit of the stakeholders.

We hear a lot of people talking about
artificial intelligence, and it's

an easy button and create a thousand
things with a push of a button.

So it kind of negates the value of the
process of actually creating it and

the understanding and the knowledge
that goes behind creating content.

I am the Chief Operating
Officer of Digital River Media.

So leaders are resistant to content
because they are surrounded by content

so they see content on a daily basis,
they consume it, and they don't

really understand what goes behind
the scenes to creating the content.

So we,  came up with six strategies
to help convert the content

We focused on first, what they'll
gain, so relate to what their

pain points are and what they'll
achieve through a content strategy.

So that's helping them understand what
content is, what goes into creating a

And what really goes into
creating the content itself.

You want to create trust between you and
the executives, so that they understand

that you're working in their best interest
and in the company's best interest.

You want to act as a specialist and
not a generalist not someone that

does TikTok and Facebook and, you
know, whatever social media, you

want to relate that based on their
needs again and their strategy.

When I meet people where they
are, we created a content

consumption scale so that based
on their consumption of content.

You understand how much they get content.

So,  you don't want to try to
push someone further when they

And then the final one is
content is a long game.

You don't want to say, Our content
strategy is going to, you know, 10x your

You want to help them understand
that content takes a while.

It's a slow burn, but it's worth it
and can absolutely relate to strategy.

Helping convince the stakeholders
that it's a long term issue,

especially when a lot of them are
beholden to quarterly goals boards

You want to focus on how content
relates to the strategy and

So not all the KPIs are something that
they need to see results with immediately.

So we want to focus on the ones that
are most relevant to them and their

position and to also the company in
general and how it'll help support the

overall strategy as well as different
departments within the company like sales,

customer service you know, the goodwill,
brand ambassadorship, there's lots of

different ways that content marketing
builds trust and builds relationships

within the community and, and helps
build the social capital of a company.

It does not replace strategy of
a company or content strategy.

But it's not a replacement for original
thought, it's not a replacement

for the strategy, it's not a
replacement for creativity, it's an

It's a tool in the toolbox and just
like any tool in the toolbox, if you

use a wrench when you need a hammer,
it's not going to be effective.

Education is just part of what we
have to do as content marketers.

Things are constantly evolving, so
we need to reintroduce new ideas.

And keep them relevant to the strategy and
always to the benefit of the stakeholders.

Expert Insight

A content marketer's aim is to create effective content that engages customers but that can be challenging when working with team members, bosses, or clients who just don't "get" content. 

Jeneanne Ballos outlines strategies to bridge the gap between stakeholders and  content makers, busting some content myths along the way.

Creativity

Content Creation

Content Marketing

thumbnail_Jeneanne-Ballos_502373_1691611298.jpg

xsmall_Jeneanne-Ballos_502373_1691611298.jpg

Jeneanne-Ballos_502373_1691611298.jpg

Jeneanne Ballos

Ballos explains in details her six top tips for winning over stakeholders.


6 top tips

Ballos discusses how to convince stakeholders  the long term benefits of content and explains why AI isn't the magic button some execs might expects