If it is difficult to convince the company's expert to actively participate in the production of content, when he is also the businessman or manager, it is usually much more complicated. And, sometimes, his real involvement is essential. To achieve his connection, it is necessary to analyze the professional profile of the boss and, based on his characteristics, develop an argument that convinces him. Of all the possible reasonings, here we collect a dozen. The manager's reluctance is of all kinds. They may be due to distrust in operations with content, to a certain imposter syndrome when having to work in the field of formal communication, to personal shyness or to the fact that one is aware that writing requires an extraordinary effort. To convince the manager to participate in the creation of content, you must present arguments tailored to his profile. Whatever they are, when the added value they can provide will make a difference in the sector or market niche, they must be combated.
Although, probably, first you will have to convince him with other arguments that the company needs a content strategy to achieve business and Country Email List communication objectives. Once persuaded, and already having defined tasks and responsibilities, you have to covertly observe what their characteristics and expectations are given the possibility of them actively participating in the creation of content. The analysis will allow the most effective argument or set of arguments to be used. The boss may respond to the traits of the communication saboteur . That is, even if he is committed, he is slow, absent, hides information, commits indiscretions, or acts in a punctilious or tyrannical manner with the content team. If you foresee any of these behaviors, it is best to desist. Applying a RACI matrix , it would be enough to assign the Informed role. But it's not enough.
If, due to its characteristics, it is decided that the manager only serves as a source for the preparation of the pieces and, subsequently, validates them and authorizes publication, we must also deduce how he will behave in that aspect. It can be very harmful to the content if you imitate competitors, idealize the information product or feel professional jealousy of the authors of the messages. Also, in these situations, it is better to dispense with the manager and hire an expert outside the company. However, if the analysis gives its blessing to the boss, but he remains reticent, these are ten arguments that can be used. It can be argued that: He is the one who knows the most. It needs to occupy a space in the sector. Knows the client perfectly. It can clarify the sector or niche. It is the key piece of the communication process. You will be assisted on what not to post. The objectives are clear.