So you’ve done your research and have decided content marketing is the way to go. But now there’s one important obstacle between you and your new plan.

Your boss.

Convincing the C-suite that your marketing department needs to focus its efforts and money into content isn’t always an easy task. Sure they can find their way around the business world with their eyes closed. However, marketing today is constantly evolving in order to keep up with changes in consumer beliefs, opinions, and of course, technology. As a result those at the top of the corporate food chain may be, at no fault of their own, simply unaware at the changes going on in the marketing world. And since many trends come and go, it can become difficult to prove that content has the “it factor.

But considering content isn’t anything new and that it’s something both B2B and B2C businesses are using and planning to invest more into, we say it’s worth fighting for.

Before you get up on that milk crate and start preaching the good word of content marketing to your CEO, you’ll need to equip yourself with the facts and arguments to win them over.

Argument #1: It’s all about the sales funnel.

There’s a lot more to content marketing than all of the buzzword hype it has created. In fact, content marketing isn’t even a new concept; it’s just taken a different form in today’s modern culture. For example, one could argue that brochures, white papers, in-store live demos were once a form of content marketing, since it was a way for a business to attract consumers that was an alternative to the traditional ad. Today, content marketing takes the form of blogs, social media, content curation, guest blogging, infographics, how-to videos, and so on. If 82 percent of consumers research a product before they purchase it, you’d agree that you would want to meet them where they are online. Ads are becoming obsolete, and content marketing is increasingly becoming the effective way to attract consumers on the topmost level.

Argument #2: Customers want and trust content.

Unlike advertising, 90 percent of consumers find that custom content is useful. Seventy percent of consumers also say they’d rather learn about a company through a collection of articles instead of an ad. When it comes to brand loyalty, consumers are turning to those that are providing them with useful, important information. Fortunately for companies, they get to establish an impressionable connection as a result.

Argument #3: Other brands have had significant success with content marketing.

While you should absolutely take a look at your specific competitors who might be engaging in content marketing, you can also research others who have had success. From big corporations such as Whole Foods to the mom and pop shops of the small business world, there’s a plethora of case studies waiting for you to share them with your company’s decision makers.

Argument #4: Content can boost your online performance. 

Content isn’t just there to fill white space on a webpage; content gives you something to publish, distribute, and spark discussion online. The beauty about content is that it’s dynamic, and can often start in one form, such as a 700-word blog post, and end up being the inspiration for a how-to video, a SlideShare presentation, or even compiled into an e-book. Blogs give sites an average 434 percent more indexed pages and 97 percent more indexed links, which means your Google rankings can only benefit.

While we can’t promise a favorable reaction from your boss, you can also try gaining the support of key decision makers to help further your cause.