Is generating quality content periodically one of your responsibilities at work? And is that a problem area for you? Let me guess – scarcity of ideas, inadequate writing skills and lack of bandwidth to invest time and effort in developing the content are some of your bugbears. Sounds familiar – don’t worry – there is a way to get around these issues. This blog suggests 3 simple ways to deal with the first issue – I.e. generating ideas for relevant content –
Technology has become a key part of our lives today undoubtedly. Not a day passes without you downloading your emails, or logging on to Facebook or a similar social media networking site or using google to look up some information. In fact, names of some technology brands have crept into our vocabulary too.
I recently met with a client to discuss ideas for a marketing campaign that she wanted to launch for a particular offering from her company –an offering for a typical B2B enterprise. Initially we discussed coming up with something different and exciting that would catch the fancy of the target audience to remove the monotony from an otherwise boring offering. However, as we got into the details, a few things became clear. Coming up with something out of the ordinary would have certainly been innovative and different. But the client wanted a quick start and did not have the flexibility of a long preparation period which is essential in such cases. More importantly, a jazzy campaign was likely to end up as a marketing-led one with little or no participation from sales. Ultimately, the sales team has to buy-in completely into a marketing campaign or it to be successful. Finally, we converged on an approach that would be acceptable to sales and help them strike a conversation with the prospective client.
The business climate today is tough – no two ways about it. What was taken for granted a few years back is no longer valid and companies have to expend a good amount of effort to retain existing business, grow and remain profitable.
What has triggered this change ? The usual reasons are applicable here too – tighter global market leading to increased pressures on margins and hence budgets. Plus business functions are being expected to demonstrate value to the business at every stage which was not such a common ask earlier. And this is not restricted to only the biggies – we are seeing an increasing number of smaller companies adopting rigorous metrics too. All for the good I guess!