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How to get non-marketers on board with your marketing strategy

How to get non-marketers on board with your marketing strategy

Most people in your organisation won’t understand or care about the minutiae of your marketing operations or how you use certain channels, so focus on demonstrating the core principles in an easy to understand and high profile way.

It’s easy when you’re starting out on a new initiative as a marketer to get excited about the details of the program. There might be a new channel you’re using for the first time or perhaps you’ve hired a new team member to help with a particular campaign. These kinds of details can be game changers for marketers but, for those beyond the marketing team, it can sometimes seem counter-intuitive. 

And that’s why the first step in bulletproofing your marketing operations is to develop a format that makes it easy for non-marketers to understand your strategy and why it matters to the business at large.

This format could be in the style of an easy to understand diagram, a handful of slides or a regular newsletter. You should consider using formats and channels that your organisation is already used to as your first choice; if you don’t have to recreate the wheel, don’t do it. The styles and mediums that are familiar to your target audience should be leveraged to consistently communicate your strategy in a straightforward way.
For example, Belinda Hayes, Director of Content and Channels at Monash University says that when a new story is published on Lens, her team works to profile the story in the channels that are relevant to stakeholders around the University. This makes it easy to communicate the approach and strategy of Monash’s marketing operations without creating unnecessary materials.
“We have internal collaboration tools for all staff, so we absolutely showcase a lot of content there and, in [the] Higher Education [industry], there are channels that people keep across, like a daily newsletter and media such as The Conversation… so we make our content available through those channels,” says Hayes.
What matters more than anything about how you communicate your strategy is that you keep a clear focus on showing the core principles of your marketing content in action rather than just talking about it in esoteric or conceptual ways.

The more tangible you can make a concept, the better chance you’ll have at communicating its value to your internal audience. Once they see the value of your approach, you can begin to leverage their understanding for support when you need it. 

The key is to keep it simple and compelling for those team members who might need extra effort to be convinced.

Hayes says that this is a deliberate part of their approach at Monash University where they employ journalists as part of the team responsible for writing, editing and publishing Lens’ written, video and audio content.

“There’s certainly been value for us in being able to say ‘such and such is coming to interview you and they’re a trained journalist’ when talking to academics”, says Hayes. 

Sending trained journalists to speak with staff around the University helps to communicate the rigour, credibility and polish with which the content team at Monash approach all the material they produce. This is a cornerstone of their strategy, so it’s always on show in the most impacting way possible.

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