Steps to Create a Helpful Interim Marketing Strategy
Your clearly defined audience is changing their behaviors. Your well-detailed business goals are constantly changing.
Your pre-pandemic content marketing strategy isn't working in this new world.
What you should do Create a tight one page content marketing strategy ASAP.
(I know you're pressed for time, so I won't bore you with all the statistics that say a documented content marketing strategy is a key success differentiator. But it is, and that is why you need to create a new interim strategy now.
documented content marketing strategy
We realize that “short term” may vary based on current news, your audience and your industry. You may need to repeat this process several times in the coming months as priorities evolve.
We also know that some companies are changing their core business to help with the COVID-19 response.: an alcohol distillery that changes to produce hand sanitizer, a fabric retailer that makes safety masks or a manufacturer that reorganizes its plants to make ventilators and respirators. If your business falls into that category, this process is even more important. You may need to do it twice: once to educate your existing audiences about your new business (and how it may or may not affect them directly) and once for its original business but returning.
Identify current organizational goals
If you are lucky, the leadership team has communicated the short-term direction of the company to the best of their knowledge today. If not, look around.
What has changed about the products and services you are delivering to your customers? How could that be in a month or two as people continue to isolate? What would that be like when people, many of whom may have developed new perspectives or habits, slowly return to a more typical routine?
You don't have to go through these steps in isolation. Ask a key leader or two. What does your business want to achieve in the next two weeks, month or quarter? Have a conversation with the sales team. Since its purpose is to generate income, they may have an idea that has not come to you.
detail how content marketing can help the organization achieve those goals
Content marketing always has a role, even if you are creating minimal viable content now because the demand / interest is not that great and spend more time planning for the future.
In this step, consider how content can help your business goals, no to the audience. (Although the two are intertwined, each must be evaluated separately before joining
In some situations, the most useful thing content marketing can do is maintenance. Keep posting and interacting with your audience. While you can reduce the frequency or adjust the angles of the subjects, you want your audience to remember that you're there when it's ready and needs your content.
Describe your target audience
Before you just cut and paste your existing audience description here, take a moment to think.
Your audience is changing, exactly how it can still be hard to discern. But it's evolving.
Are audience members' priorities the same?? How have their environments changed? What new challenges have emerged? How have your daily routines changed? How are they consuming content now? What are they consuming content? Have your preferred communication channels changed.
You can also see new audiences. Why are they interested in your business now? Do your profiles differ from your current audience? If so, walk through the standard audience evaluation process (but shortened by time.
Given the global nature of the pandemic, you probably have a good idea of how your audience is affected. But you can also reach a handful of your audience members via email., voice or video call. Post a question or two on your social media platforms.
explain what this audience wants to know, learn or do in relation to what the organization does
In times of crisis, standard thinking and practices are often abandoned. It's human nature to want to help in any way you can. And that's a good thing. But in his role as a content marketer, take a beat and refocus.
The question is not “how can we help?” The question is “How can we help our audience using our expertise and niche resources?”
Put more simply, “What information does our audience want or need from U.S ?” That's your content marketing reason. It is a Venn diagram: your audience needs or interests circled, your company's experience in the other. Overlay is what your content should cover.
list your content creation process, including formats and distribution channels
For the first part, you can probably pull from your existing process . Adjust it to accommodate your new work environment as needed. Is your approval process the same? Is the expected response time the same? (I will not go into details on how to work or manage remotely , today there is more than enough content.
But the second part, in formats and distribution channels, may or may not be the same. If in-person events are part of your existing format mix, they won't be for a while. Should I turn them into virtual events or turn the content into online videos? If your audience is short on time, now is not the time to publish a detailed industry report. But now might be the time to publish short articles.
specify how often you can commit to providing this content
According to the previous steps, you now have a better understanding of your audience's liking for your content. But before putting all that relevant and valuable content on the calendar, make sure you can deliver it consistently.
Think about your creation resources, content marketing distribution and promotion, internal and external. Will budget cuts mean you can't afford the freelancer who writes a weekly article?? Does a member of the content marketing team have to take on other marketing responsibilities because someone is sick?.
Set your content calendar based on all of those factors. Make it manageable. Now is probably not the best time to expect maximum productivity.
Explain what you want the audience to do
Finally, set your goals. What do you want the audience to know, think or do after consuming your content? How can you measure that? How long do you have to achieve that.
For example, your goal could simply be that your rate of down from electronic newsletter is from 2% or less in the next 30 days. Or your goal could be to see an increase in 20% in repeat visitors to your site in the next 60 days. But setting a goal that takes six months to reach is not practical for this strategy..
This seven-step process is designed to help you quickly create a one-page document that succinctly outlines your purpose and short-term content marketing plans.. Plan to revisit this document at least every two weeks, yes no weekly. Reevaluate every step. If everything goes fine, the review will not take more than 10 minute.
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