Que faites-vous si vos idées de stratégie de contenu sont accueillies avec scepticisme par les parties prenantes ?

Don't act defensive about it, you'll make it even worse. Listen and understand why they're against your content ideas and develop a plan based on that. They're your stakeholders after all, so they have the final say no matter how you feel about the decision, but listening can help a bunch.

Embracing active listening is crucial when navigating skepticism. Invite stakeholders to share their reservations and genuinely absorb their feedback. This not only conveys respect for their viewpoints but also signifies that their contributions are important. Grasping the essence of their reluctance allows you to customize your communication, addressing their specific uncertainties. It's not about concurring with every point they make; it's about recognizing their concerns and leveraging them to construct a compelling case for your content strategy.

The key is to get curious. Our initial response to feeling challenged is to be defensive. In this moment, pause and give yourself the option of curiosity instead of defensiveness. Give yourself time by asking the skeptic to say more. In asking them to explain themselves, you can often get closer to the heart of what is causing their resistance. It's likely not about your content but about an emotion or feeling your content elicits. Understanding their sticking point can help you explain your content strategy in a new way.

I would first address their concerns by providing data-backed evidence, explaining the strategic rationale behind my recommendations and highlighting successful case studies or examples. Secondly, I would foster open communication by listening to their feedback and reason behind their skeptism and adopt an approach to better align with their objectives and preferences. Building trust through transparency and demonstrating the potential value of my ideas will help overcome skepticism and garner stakeholder buy-in.

When faced with skepticism from stakeholders regarding your content strategy ideas, adopt a "Listen First" approach. Begin by actively listening to their concerns, demonstrating genuine interest and respect for their perspectives. Ask clarifying questions to fully understand their objections and identify underlying issues. This not only fosters a collaborative atmosphere but also provides valuable insights that can help refine your strategy. By addressing their concerns with thoughtful, evidence-based responses and showing flexibility where possible, you build trust and pave the way for a more receptive audience, ultimately leading to a more effective and well-supported content strategy.

Watch out for the word "educate." Sometimes it connotes a power dynamic that can stifle learning (i.e., "I know and you don't.") While you may be more knowledgeable on a certain topic, think of sharing your knowledge and engaging in conversation instead of your teaching being a one way passage of information. As the person instructing, you still have opportunity to learn how best to convey your knowledge. Keeping this in mind can help you approach your educational opportunity with humility, a place from which true learning can prosper.

It’s important to remember you and your stakeholders have the same goal. Lots of the skepticism I’ve encountered has come from a stakeholder’s confusing their point of view with your target audience’s point of view. Often stakeholders come from other areas of the business that don’t spend as much time considering messaging from an outside perspective as we do as content marketers. It’s worth taking some time to walk them through customer pain points, jobs to be done, etc, how you’ve gathered this info and how your strategy addresses these points.

When stakeholders are skeptical of your content strategy ideas, educate them tactfully. Present data-driven insights, industry trends, and case studies that demonstrate the strategy's potential. Address concerns with clear, concise explanations, emphasizing how the approach aligns with business goals. Foster a collaborative atmosphere by inviting questions and feedback, showing respect for their perspectives. Highlight past successes and the benefits of innovative strategies. By articulating your vision with confidence and transparency, you can build trust and convert skepticism into support, ensuring stakeholders feel informed and involved in the decision-making process.

People learn in different ways, so when you're talking through your content strategy, take this into account. For example, some stakeholders will be very fact-based, so KPIs and hard data can be a good way to share your perspective. Others could be results-driven, so adjust your message to focus on the likely outcomes. Others might appreciate research and examples so they can contextualize what you're saying. It can also be helpful to position this as "let's try it and see" and provide feedback and updates to stakeholders so they can understand the impact in close to real-time.

When stakeholders express skepticism about your content strategy ideas, presenting data is crucial. Gather and showcase relevant metrics, such as audience engagement, conversion rates, and traffic growth from previous successful campaigns. Highlight industry benchmarks and case studies that demonstrate similar strategies' effectiveness. Use visual aids like charts and graphs to clearly convey your points. Additionally, conduct A/B testing to provide tangible evidence of potential success. By grounding your proposals in data and clear evidence, you build credibility and address concerns, making it easier for stakeholders to see the strategy's potential value.

Good examples of data and metrics include: - Social media penetration and engagement - SEO placement, impressions, clicks, and CTRs from Google Search Console and Google Analytics - Conversion rates and leads driven by the content strategy - Advertising costs and ROIs - Content engagement and stickiness

I love this idea of trying something first! Be sure to share what you learn from the pilot to continue bringing your stakeholders along. Follow-up is key!

When proposing a pilot, make sure you’ve made clear KPIs you can measure accurately and present later. Be ready to show how you can scale up from the pilot project too.

If your content strategy ideas are met with skepticism from stakeholders, propose a pilot project to demonstrate potential success. A pilot allows you to implement your strategy on a smaller scale, minimizing risk while providing measurable results. Outline clear objectives, key performance indicators, and a timeline for the pilot. Present this as a low-cost, low-commitment way to test the strategy’s effectiveness. By showing concrete outcomes and gathering data, you can address concerns and build confidence in your approach, making it easier to gain full buy-in for larger-scale implementation.

When your content strategy ideas face skepticism, building alliances can be crucial. Identify stakeholders who are open to new ideas and can influence others. Collaborate closely with them, demonstrating how your strategy aligns with broader business goals. Share data and case studies to build a compelling narrative together. Engage these allies in discussions and presentations, ensuring their voices amplify your message. By creating a united front, you not only strengthen your position but also foster a collaborative environment that encourages buy-in from initially skeptical stakeholders. This collective approach can turn resistance into support.