milkshake 5
be prepared. While “Hubspot’s Annual
State of Marketing Report” shows that
51% of companies find that updating and
reinvigorating old content is important,
Moss believes you must keep your eye on
the content wheel. “Strategic planning,
staying organized, and continuously
reviewing what you offer is key. Creating
new content should never fall to the
wayside.”
The internet—and all its glory—brings
something new and enterprising to tackle
each day, which means it is imperative
that brands can keep up. Whereas
brands may have just focused content
on new products or services, or touting
their mission statements, the everchanging
content landscape has changed
everything. With social platforms like
Facebook, Instagram, TikTok and LinkedIn
serving as de facto content engines,
brands must make the investment in
content marketing strategies.
“Generating new ideas with a
fresh angle is perhaps one of the
greatest challenges brands face, along
with matching the speed of their
competitors’ output,” Moss says. “The
most successful content strategies are
data-driven—with a constant focus
on measurement and analytics. The
best content marketers always have a
plan, stay prepared and have a plan B.
Consistency (act like you are a media
company) is key to creating sustainable
and manageable content.”
In a time when content truly is king,
mastering the strategy is what will
separate you from other brands that
might not know what you know—that
once you can get your audience hooked,
they will be sure to follow.
YOUR 5-STEP
PLAN TO ACTING
LIKE A MEDIA
COMPANY
›› GET DISCIPLINED
You must make an appointment
with your audience and
consistently deliver on it. Set
targets, goals and objectives for
your content. Routinely measure
your efforts.
›› GET FOCUSED
Make content the No. 1 priority
on your 2022 to-do list, and
beyond. Recent studies indicate
an all-time high in the use of
digital everything. With this
in mind, making, keeping and
growing digital connections will
create competitive advantage for
companies.
›› GET HUMAN
Attach a person to your content.
Send an email newsletter every
week to help build relationships
and humanize your brand. By
being more than just a logo and/
or name, your audience will know
there are people behind the
promise you want them to trust.
›› CREATE A HOOK
This is a simple twist on a familiar
theme designed to connect your
content with your audience. Make
your content unique and ownable,
i.e., there should be no question
that it is from you.
›› FAIL TO PREPARE;
PREPARE TO FAIL
It is critical to learn and grow from
your failures. The best part about
content is that you can continue to
deliver it. Figure out what works,
what doesn’t, what’s next and why.
December 2021