Does your content still fit the world of tomorrow?

No one knows what tomorrow will look like, but that we had better be ready for it is one thing that is certain. So take some time to scrutinize your content. Because building your brand is more important now than ever.

Growing sales

A week or two ago, I read an article by Mark Ritson in MarketingWeek. In it, Ritson, an opinionated Australian who, among other things, is a professor at the Melbourne Business School, endorses the importance of - continuing to - build your brand in times of economic hardship. In this article, he talks about how research done in the US after the depression of 1920 and 1921 shows the importance of continuing to invest in your brand. Companies that maintained or even increased their marketing budgets during that recession saw their sales grow much faster than competitors who did not. Not only during the recession, but also in the long run.

Does your content still connect?

In my previous blog, I wrote about the importance of continuing to build your brand. No one knows what tomorrow looks like, but that we better be ready for it is one thing that is certain. So take some time to scrutinize your content. Is it still relevant? Does it actually still align with what your target audience wants from you right now? And yes, that will be different for each target audience. After all, a healthcare organization - always, but certainly today - faces different challenges than a telecom company or a brewery. But you know what your target audience's world looks like, and how the market is changing around you. Do you need to become more personal in your communications when in the past you were very product-oriented? In short: how is the world around you developing, what are the consequences for your strategy and is your content still in line with it? Don't forget your internal customers. Also check with your colleagues from marketing, sales, from every department that works with your content whether that content still fits with what they need.

Be critical

Of course we are all critical. We look critically at the world, at the market, at our strategy and at our budgets. Be critical of each other, too. Make sure new content ends up in your DAM system and not locally on a laptop somewhere. But above all, be critical of your content. Because building your brand is more important now than ever.

Need help?

Delivering our system as software-as-a-service. That service goes beyond setting up your environment. Even now we are there for you. Do you need a critical thinker or do you have issues you are not sure about? Pick up the phone and give us a call at 020 - 820 83 82. We are here for you!