It’s the only thing that is certain. How we move, adapt, and transform through it all makes a difference. Recent disruptions in the marketing cycle require shifting gears and serious planning for the future; as markets tighten, attention spans drop, social media channels proliferate, and generational values and behaviors evolve, now is the time to consider some pivots.
Content fuels growth
From video to copywriting, the right content is a game changer for organizations and businesses of any size. Getting started requires just a few steps:
- Listen: Do you know what your communities need and want from you? What are the stories that connect them to your mission, the information that empowers them, and the impact that excites them – these are just some of the questions to ask and answer when planning your content strategy for the year ahead.
- Plan: Unfortunately, there are no shortcuts to plan development, so set a date, pull your relevant stakeholders together and start. To make it easier, look at quarters and think about the results you want to realize through your efforts in each channel. Set clear goals for the end of each quarter and analyze your efforts to optimize your planning for the future.
- Produce: Maximizing your content requires forward-thinking, from video to copywriting; consider all the formats you need and develop a pre-production checklist. Consider things like the 8-second rule for attention spans and the intended outcome. For example, is your fundraising video formatted for reels? How many should you create to maintain awareness throughout a campaign? Are you integrating email as part of it?
- Deploy: Content creation and sharing is an ongoing process that can be significantly improved by knowing when to connect with audiences and, most importantly, where. Live in spaces they gather, and you’ll gain valuable insight into their relationship with your organization and content. More insight leads to greater success.
- Keep going: Try implementing new ideas and make space for them in your calendar. We understand that capacity is an ongoing challenge for many organizations, but there are always opportunities to fuel the future when you begin to see the impact of your efforts.
Don’t call it a comeback
We predict that traditional media like billboards, transit advertising, and print will see increased attention and drive deeper engagement this year as audiences fracture across social platforms and are fatigued by screens. More tangible forms of communication with broader audiences are proven for high-level reach and brand awareness.
The disruption of communities from isolation means there’s a real appetite for experiential media. Of course, that doesn’t mean digital will disappear, but the time is right to consider diversifying and integrating some breakthrough tactics to gain a market share. Hint: Add a QR code to dedicated landing pages to measure traffic.
Is your brand on brand?
It’s easy to put your brand on autopilot with everything going on; in a performance-driven market that consumes massive amounts of content daily, fast results can distract from long-term messaging and branding. Brand exploration is a smart investment for sustainable success. Revisiting some basics, such as defining who you are, what you do, and why you do it, will help differentiate your mission and every other aspect of your business.
What’s all this about “omnichannel”
Simply put, it’s about living your values to create a consistently seamless, high-quality experience across every touch point of your organization – it’s the best way (and often most challenging to achieve) to build brand loyalty and advocacy for the services you provide. To get started, here are a few steps to consider:
- Understand your audience: surveys, social media, and ongoing market research can turn insight into engagement when adequately integrated.
- Connect your channels: Follow customers through every step of their journey at each touchpoint—do journey mapping to understand how customers move through relevant stages.
- Maintain each channel: Omnichannel strategies require ongoing attention —test and improve the strategy along each channel and always ensure that customers have the best possible experience at each step.
Since 1941, HarrisonRand has been helping clients fuel the future with an approach that marries experience and expertise. Today, we remain focused on advancing organizational growth across various industries and channels by providing content development, strategic planning, and media buying.