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5 Tips for Justifying Content Marketing World to Your Boss

Justify Your TripWe know Content Marketing World is a great investment. The educational and networking opportunities alone make it worth every penny. We work here, though, and we’re kind of biased.

To be fair, we understand why your boss may balk at the cost of sending you to industry events. After all, he or she is only looking at the bottom line. Making the decision to send members of a team on a trip, even if it’s a trip to the best content marketing conference around, takes careful thought.

If you want to talk to The Powers That Be about covering the cost of a trip to Content Marketing World in Cleveland this September, some of these tips may help: 

1. Don’t Be Coy

Avoid beating around the bush. Be frank about the cost, your time spent away from the office, and how your work will be handled in your absence. Honesty is always the best policy, so don’t act naive about money or time. Most business managers understand that there are times when it’s necessary to make an investment on behalf of the brand. If you can show that this is a worthy cause for both you and your company, you have a good chance of attending.

If money does become an issue there are some things you can do to cut costs. For example you can take advantage of the early bird discount, and offer to take public transportation from the airport (it is very easy and takes you right to the heart of downtown Cleveland). Breakfast and lunch are provided, and you’ll find there’s plenty of food at our evening networking events as well. Whether your company decides to pull out all the stops for you, or send you on a budget, let them know they have plenty of options.

2. Explain the Benefits to You

What will you get out of Content Marketing World? Hint: If asked this question you probably don’t want to put as much emphasis on the trip to Cleveland and some cool evening entertainment. Instead, discuss the ways you personally will benefit from attending. Pay particular attention to the educational sessions, speakers, attendees and networking opportunities. Talk about the speakers and sessions that you hope to attend, and make sure to mention that the people you network with at Content Marketing World will become important connections.

3. Explain the Benefits to the Brand

So far you’ve talked to your boss about why it’s important for you, personally, to go to Content Marketing World, but what about the benefits to the brand? Let’s not assume they’re sending you just because you want to go. They’re sending you because they want you to learn because they expect you to provide value to the brand as a whole, and not just help you with your career. (Though that’s important too.) How will the sessions you attend help you to do your job better so that it’s better for the business as as a whole? Do the people you network with have the potential to become clients, collaborators, colleagues, and allies? These are important details to mention.

4. Offer to Share

Explain that you’re an ambassador and you’re there to represent your brand. Everything you learn you will be sharing with your team. In fact, you can encourage your attendance to be a collaborative experience. What does your team most want to learn about? Who do they want you to set up meetings with? What sessions benefit you all as a team? Come back with notes and offer to make a presentation to the team upon your return. This way it wouldn’t be like your boss is sending one person, he’s sending an entire department. Consider the All-Access Pass which gives you access to sessions you couldn’t attend during the event (with seven concurrent tracks and over 100 speakers, sometimes it’s a tough decision!)

5. Put Everything You Learned to Good Use

Want to come back every year? Take everything you learned at Content Marketing World and put it into play. Nothing proves ROI like results! And each year, we add more intermediate and advanced sessions to appeal to our attendees.

If you feel that Content Marketing World is a worthy investment for your brand, don’t be afraid to ask. If you are honest about your reasons for wanting to attend and the cost involved, and you lay out all the benefits of the brand, they’d be hard pressed to say no. To make it easy, we even wrote a letter for you to give to your boss. Now what are you waiting for? September isn’t too far away. Register today!