June 11, 2020
The Marketer's Support Group
I’m a Lifecycle Marketer – Here’s My 3-Step Guide to Future-Proofing Your Marketing
It all began three months ago. At least, I think it was three months ago. To be honest, I’m not even sure what day it is today. But what I am sure of is it was back long, long ago when I could still leave my house, and there were seven days of the week instead of three – today, yesterday, and tomorrow. I had just joined a new company, Sendoso, the leading Sending Platform. It was a brand new role for me to build out. I spent weeks interviewing with all of the teams, learning faces, learning names, and drinking from the firehouse. We built an elaborate and cross-collaborative plan – with our marketing and sales, sales ops, demand gen, field events, CX, and sales development. It was a full six-month plan, complete with thought leadership, direct mail campaigns, account-based marketing strategies, and tradeshow follow-ups. We even had wild dreams of building a brand new Sendoso community. We were ambitious, and we were excited. It was a beautiful plan, and in a matter of days, it all went belly up. Lesson learned.
3 Steps for Future-Proofing Your Marketing Strategy
Step 1: Repurposing is Your Friend
A good starting point is repurposing. As you build net-new content or engagement strategies, you should always consider how it can be reused, repurposed, and re-disseminated across your audiences. Anything you do in person, you should be able to replicate digitally. It makes for excellent follow up, but can also be shared with those who are unable to make it in person. Anything you do digitally should be replicated and spread across as many channels as possible. Audio can become articles, print, and blogs. Blogs can be read aloud for audio clips or a quick podcast. Video can be mined for drop quotes, clips, screengrabs that could be used in social or by reps in their outreach. You get the idea.
Repurposing offers two important benefits: first, it helps extend the shelf-life of your content. Using it in more ways can create parallel paths for your content to be consumed without expending additional resources. Secondly, and most importantly, if repurposed content is baked into the original plan, it can double as your backup plan. For instance, if a trade show session gets canceled but you’ve pre-recorded the audio during your dry run to use later digitally, you can quickly pivot that session into a webinar without significant changes in your calendar.
Step 2: Diversify Your Channels
Step 3: Build Plans That Can Bend Without Breaking
My name is Zack, and I’m a Lifecycle Marketer.
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