2020 was a challenging year for most businesses and marketers. But, where there are challenges, there are also opportunities.
2020 was tough. I was often close to losing it and breaking down. The stress of the pandemic, the company, and my family’s health and happiness certainly took a toll.
As we come up on the end of what’s been a particularly difficult year, I think it’s fair to say we’ve been through a lot as a global community. And while it has been a challenging year, I think it’s offered a lot of us an opportunity to reflect on all of the things we have to be thankful for.
Marketing results are only as good as the goals you set. Without a clear objective, the campaign turns into a random set of tactics to no defined end.
I have to admit something. I am a complete nerd. Star Wars, Star Trek (anything space, really), and Harry Potter are just a few of my favorites. So much so that I have read the Harry Potter books twice now. You know this and can now make a personal connection, a personalized outreach to connect. Even if I don’t know you, I will most likely open the email or read an article if you tap into my nerdom.
If the “content police” showed up at your office asking to see your content plan, would you be able to show them one?
Now, content jail may not be a real thing, but the effects of patchwork and poorly planned content strategy on your business can be criminal short and long-term.
Adapt to the new ways of doing business through persona research and strategic goal setting
Business was already in flux heading into the infamous year 2020. Trends in communication emerged and shifted the marketing, sales, and service departments’ goals in almost every industry. Video-first communication, the rise of B2B podcasts, and the growing emphasis on personalized messaging are only a few examples.
Writing content without a plan is like building a house without a blueprint. You can come up with a stellar-looking wall that everyone loves, but it wouldn't do you any good without a foundation.
B2B marketing is not easy. You work in a competitive, complex industry, and your customers demand informative and persuasive information. Because so many B2B deals are viewed as “partnerships,” as opposed to pure “transactions,” marketers and salespeople are under immense pressure to develop trust and relationships with target customers long before they sign a deal.
Topic clusters are revolutionizing SEO and content marketing strategies all over the internet. Their goal is to please Google algorithms while providing a seamless experience for the target audience.