Recalibrating Your End-of-Year Content Strategy
Now that the last quarter of the year is officially underway, you may be reviewing your editorial and promotional outputs to see how you can actually meet your impact and engagement goals. But as you do this, you may be feeling some anxiety or uncertainty about which content strategy approach is the right one to take. In a recent Forum One webinar on finishing 2019 strong and setting yourself up for success in 2020, we explored the most common challenges that organizations face when it comes to wrapping up the last quarter of the year and planning for the next one. When it comes to content strategy specifically, the most important thing to do (once you’ve taken a deep breath!) is to focus on your goals and set a realistic plan.
Check-in on your goalsContent goals for mission-driven organizations often include:
- Conversions: A particular goal around new subscribers, new attendees to an annual event, etc.
- Content partnerships: Building collaboration with external groups and partners to get your content out on mediums you don’t own.
- Engagement: Targets around people liking, sharing, and referencing your content.
Prioritize your potential for impactIn order of top goal priorities, outline where you need to focus your content time. And do this as a team; you will be far more creative and effective when it comes to implementing your approach. Some questions to address during this step include:
- Do you need to create new content around a particular area?
- Can you focus on updating existing high-performing content?
- What can you label as a low priority so that you don’t get distracted?
- Which pages get the most traffic?
- Which emails get the most clicks?
- Which events bring in the largest audiences?
Implement the resourcing and support you needWhether you’re updating or creating new content, bandwidth is one of the biggest questions around content, so before you commit to what you can do, be absolutely clear on the resources you have. This includes reviewing planned time off, and knowing where team members already know where they are going to be out of pocket because of project events or launches. You may be realistic in focusing on only updating content around a key issue that your audience cares about, but if all the internal experts on your team have zero time to help you, it’s quickly unrealistic. It is also important to be clear about what you can achieve and to what quality level. In terms of expert input, be clear about what is needed and why it matters. Once you have a good understanding of your resources, and have properly delegated the tasks to accomplish your Q4 goals, address any remaining gaps where you may need additional support. If you don’t have the resources to meet an absolute priority, you may need short-term resources such as a temp or a fall intern who can hit the ground running and help you get there. If you are working with other departments and teams, who have their own end-of-year concerns that don’t necessarily map to yours, be as helpful as possible to them so that you can get the support you need from them. Some good approaches include:
- Share your priorities with them. They may be obvious to you, but not to other departments. If everyone understands why this matters, they are more likely to support you.
- Give them something to work from. It is easier to get additional input on something that exists versus creating something from scratch.
- Provide them with additional support. From outlines to ghost writers, it can help take care of the bulk of the weight of a task if things are prepared in advance versus waiting to the last minute.
- Keep talking to them. Go down the hall or pick up the phone. Make time to talk with your experts so that nothing falls through the cracks.
Get started already: watch the webinar!
Pull up your second screen and follow along with our webinar “Finish 2019 Strong, and Set Yourself Up for Success in 2020.” Complete the below form to get your free recording today.