content-marketing
Reframing the Value of Content in the Boardroom
Published: 12/06/25 - Updated: 12/06/25
Content still gets written off in too many boardrooms. It’s often framed as a brand-building tool or a top-of-funnel driver. In short, it’s seen as soft. The truth is, content has become one of the most commercially important marketing levers available. When built properly, it reduces paid media reliance, compounds in value over time, and delivers revenue at scale. The problem is not the content itself, but how it’s presented.
The Fix: Make Content Commercial
Content needs a rebrand in the boardroom. That starts by positioning it as a cost-efficient, revenue-generating asset.
To shift this perception, content must be positioned as a cost-efficient, revenue-generating asset. It’s cost-efficient because it doesn’t demand repeated spend, you pay once, and the returns keep coming. Compared to paid media, which needs constant investment, content is a long-term asset. And the commercial case is simple: by linking traffic to conversion rate and average order value, you can clearly tie content to revenue. But what truly sets it apart is its compounding value. A paid ad stops the second budget runs out. A high-performing article continues to earn traffic, links, and rankings long after it’s published.
Forecast, Don’t Just Plan
Forecasting is where content becomes credible. A clear model helps content get taken seriously.
Here’s the formula you can use:
Estimated Monthly Revenue = (Monthly Search Volume) x (CTR %) x (Conversion Rate %) x (AOV)
This helps anchor content to commercial performance.
Example
You’re targeting “best VPN for Netflix” with 9,000 monthly searches.
- Target CTR at position 2: 18%
- Site conversion rate: 3%
- AOV: £45
That works out as:
9,000 x 0.18 = 1,620 visits
1,620 x 0.03 = 49 conversions
49 x £45 = £2,205/month
Scale that across 10 high-intent opportunities and you’re building a serious revenue engine. Presenting numbers like this turns content from a cost to a commercial channel.
Shift the Metrics
Marketers often talk about time on page, scroll depth, or bounce rate. But these rarely resonate with the board. The key is to reframe success in line with commercial outcomes.
Use metrics like:
- Organic traffic growth by content cluster
- Conversion rate by article type
- Influenced revenue or assisted conversions
- Cost per acquisition vs paid channels
- Forecasted value by piece or group
If the board sees that a single content cluster is delivering £30,000 per quarter at a lower CPA than PPC, you’re changing perceptions.
Connect to Funnel and Strategy
Content connects the funnel. But you need to show how. Content is most powerful when mapped clearly across the funnel. At the top, trend-led and educational content builds awareness and drives first-time visitors. In the middle, intent-driven formats like product comparisons, guides, and tutorials keep users engaged. At the bottom, assets like testimonials, expert commentary, and case studies reduce friction and encourage conversions. The more clearly this alignment is shown, the more seriously content is taken as a strategic lever.
Boards want full-funnel strategies. Showing how content supports every layer increases its perceived value.
Make the Case like a CFO Would
For content to be approved, it needs to read like an investment case, not a content calendar. Make sure your pitch includes:
- Forecasted revenue return
- Estimated ROI vs paid activity
- Scalable roadmap
- Risks and mitigation
- Dependencies (i.e. dev resources or CMS constraints)
- Competitive gaps — what traffic competitors are getting that you are not
Also show how this investment helps the decision-maker hit their own KPIs. That can be brand authority, pipeline delivery, or long-term efficiency gains.
Content Builds Moats
One of content’s most undervalued advantages is defensibility. Once you own a search journey, especially one with multiple articles or formats, it becomes harder for competitors to take share. Good content builds an organic moat that protects performance over time.
It also makes the brand more resilient. Paid performance fluctuates with budget. Content performance grows with time and authority. It helps reduce risk, especially in slower trading periods or paid budget cuts.
What the Board Needs to Hear
At board level, the message must be clear: content is a revenue-generating channel. It becomes more cost-effective over time. It can be reliably forecasted using commercial models. It strengthens competitive advantage. It drives value at every stage of the funnel. And it plays a measurable role in reducing customer acquisition costs.
Ready to treat content as a growth channel?
Book a strategy session with our team and see what your content could really deliver.
Get in touch – contact@kaizen.co.uk
Ed Coles
Ed is the SEO Lead at Kaizen, with 8 years experience in the SEO industry. Having worked across various agencies from small to large multinational independents, Ed initially started in the world of PPC before quickly moving to the world of SEO. From helping clients in the third sector and retail, to working on larger global ecommerce sites, Ed has been responsible for supporting the roll out and delivery of global SEO strategies in EMEA and NORA across some iconic brands such as Vans, Timberland, The North Face, LEGO, and Adidas, among many others.