The summer is a great time to pause and review things – such as whether you want to move house or clear out your wardrobe.
It is no different for many when it comes to the world of work.
The opportunity for a longer break and distance from the laptop can stir up all sorts of creative ideas and provide the opportunity to consider what’s working and what might need to be switched up.
When it comes to content marketing this might include not only your company’s blogs and articles but also its messaging.
A little bit of messaging spring cleaning hurt no one and if when you carry out the activity you see that it is fit for the future – superb.
But if you feel that it is not best serving you, then how should you go about bringing that joy back on board?
Here are the five things we would recommend you do to self-evaluate your messaging:
Lay it all out there
Taking the time to audit your messaging and measure how it is performing is critical in making sure that it is still working for you.
Capture what you have, whether your supporting proof points are still relevant and where the gaps might lie as the company has evolved since the messaging was originally created.
2. Be a critical friend
As you evaluate the messaging, interrogate whether the phrasing and tone you use are still relevant for where the business is right now.
Additionally, consider how the messaging is being used in your broader content plans to get a better understanding if it is resonating with not only the internal team but also your external target audiences.
At this point, try to separate your personal feelings from this task – particularly if you were involved in creating the messaging in the first place. Defensiveness will not be your friend here.
3. Remove what doesn’t bring you joy/work for you
If you find that some aspects need to be reviewed or are no longer relevant to the business, consider if they should be amended or left by the wayside completely.
It might even be at this point that you reconsider the priority of some messaging based on the priorities of the business – this is a natural part of the growth cycle.
4. Look at the full picture
Once you have completed the audit, look to the future direction of the business; this could be in terms of global markets you are looking to expand into, new sectors you wish to target, or if you are focused on securing investment.
By considering where the company is going and the role that messaging plays in supporting the business is critical here as the benefit won’t only be to marketing efforts, but also to sales conversations. To ensure the business is on the right path to achieving these objectives, make sure the messaging aligns with the journey it is embarking on.
5. Back it up
Once you’ve nailed that direction, ensure that you have the proof points within the business to reinforce your messaging to give it the strong foundations upon which it will resonate with your target audiences.
If you have done this and still feel you could use a little help refining your messaging to bring you joy, email us at hello@brassneckhq.com.
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