What does a marketing team have in common with an editorial staff? More and more, if you ask us. The industry of news and journalism has been through massive cutbacks because of declining readership and non-profitable business models.
The industry of marketing is in many ways facing similar problems. Our target audience has developed banner blindness, turned on ad-block and exchanged TV in favor of streaming services. How will we ever reach our prospective buyers?
Although you could argue that journalists have made many mistakes in their quest to get more readers (let’s not focus on the brief period where click-baiting was considered acceptable behavior), there are a fair few things we as marketers can learn from the work routines of an editorial staff:
Have weekly stand-up meetings
A good editorial staff is constantly reviewing each other. They know how their latest articles have performed and how their readership responds to different kinds of content.
Your marketing team should set up weekly meetings where you go over the marketing process, review live campaigns, address challenges and issues and plan marketing activities for the upcoming week. You can benefit from such meetings even if there are only two people on your team. The important thing is to establish a culture for regular feedback and knowledge exchange, all the while keeping focus on the end goal, which is to create the best possible marketing campaigns.
Keep up with current news
It's easy to close yourself up in a bubble when you are setting up the yearly marketing plan, forgetting that the outside world will change and evolve regardless of how you have allocated your resources and which strategies you have chosen.
An editorial staff knows that relevancy is the key to gaining a substantial readership. If you deliver outdated and irrelevant content, your campaigns will fall flat. Therefore, it’s essential that you pay attention to current news and join in on the conversation. Make room in your marketing plan to act spontaneously and change your content, so that it's always relevant.
Engage with your target audience
Journalists encourage reader participation and often publish opinion pieces. Social media has lowered the threshold for social engagement. Consumers can write comments, reviews and questions directly to the brand or to the people that have written comments previously.
So let the consumers engage in your marketing campaign. Ask them to hashtags the brand on Instagram and share the best contributions, give out discount codes in your Snapchat story and encourage discussions in the comment section on Facebook.
Analyze and optimize
Some of your campaigns will most likely work better than others, so make sure your team always goes back and reviews their work. Find the success factors and optimize the next campaigns accordingly. Remember, you don’t have to wait until the end of the campaign to review its performance, make changes in real-time, experiment with different texts and layouts on different channels, make subtle changes and note the difference in views, clicks and conversions.
After a while, you can establish some best practice principles for your marketing efforts. What time of day works best for what channels? Where and when is your target group most socially active? What kind of ads produces the most conversions? – It's time to find out!
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