Not too many years ago, the end of the year would probably put you in the mind to focused on what you should be telling consumers in the coming year.
Now, it’s much more important to cultivate a conversation. And to do that, you should be focusing on generating good content, and developing your strategy for how best to disseminate it. Over the next 12 Days — yeah, it’s a cliche, but we prefer to think of it as more of a hook — we’ll be taking a look at some simple yet powerful steps you can take to make sure you’re in great shape for the coming year.
Day 1: Develop your recipe
The best recipes balance a number of flavors … letting each shine in its own way, while also supporting the others. Try baking a cake without a little salt in it, for example. Not so tasty is it?
The same goes for your content strategy. Fun, sharable memes are great, but your audience will soon tire of this sweet treat. Product features and FAQs are important, but they might be the content marketing equivalent of eating your veggies.
Start by thinking in terms of blocks of time. A month works great. Across that time period, sprinkle in a variety of content types (more on which types coming up in the next 11 Days).
The goal should be to continually engage your audience and gradually deepen the relationship. If you keep serving them the same dish, day after day, it’s only a (short) matter of time until they push back from the table, hand outstretched in the classic “no more for me” pose … pretending to be full, but actually thinking about sneaking off to grab a snack.
So pick a few types of content that work best to tell your story. Customer stories. How-to videos. Interesting factoids. Useful links. Then, evenly distribute those different ingredients across the month and, voila!
Day 2 will focus on the ABCs of a good Facebook post.