Is anyone other than me overwhelmed these days? Okay, too broad of a
question because everyone is probably shouting heck yes. What I’m
referring to is being overwhelmed with the amazing amount of places,
types, styles, strategies, etc. that are available for us to conduct
I mean there are traditional things like
direct mail, email, print advertising and the like. Plus, there’s all
the online stuff like search engine marketing, online display
advertising, contextual advertising. And so much more in social media
these days from tweeting to groups on networks to display advertising on
them to participating in virtual reality shows. And mobile’s next on
our plate – trying to get familiar with all that’s available to us in
that arena. Oh, and webinars/webcasts, writing white papers, making
online games, and oh my.
And then, remember you have to test
within all of these venues as well, so there’s another layer of
complexity. Whoo, you see where I’m going.
So how do you figure
out where to place your focus? We all these days have limited resources,
time, money and all that jazz. I’m just trying to determine the best
places to put our efforts.
I recently read an article about a
similar topic and they had some good suggestions. One in particular that
is a good reminder, “To keep yourself sane, the trick is to create some
amazing content once, then repurpose it for other channels (e.g.,
video, mobile, social) and package it for various vertical markets.”*
We’ve been employing this strategy for some time and are working on it
for our upcoming campaign launches. As we incorporate more marketing
channels, nurture campaigns, etc. we’re finding that content is still
the leading driver of where we market, how we market, and how our
customers and prospects respond.
It’s a start. We’re also
determining where are customers (and people like them) are participating
to ensure we’re in the right spots. Again, on the right path.
we’re still working to figure out how to focus. As you develop your
strategies, how are you wading through all the choices?