Page 12 - AeM_March_2022

BEST PRACTICES & STRATEGIES

been determined, create sufficient suitable per- • Performance tracking: Regularly, ideally once a
sonas - stereotypical representatives of these tar- month, keep an eye on the performance of the
get groups. This will help you later to precisely tai- content across all channels. Reporting allows you
lor each asset to your addressees. to see at any time what is going down well and
what is not working. You can derive lessons
• Focus on content: From the combination of the learned and continuously improve. For instance,
company messages and the interests of the target experience has shown that the internal anchoring
group, you can now derive which topics are im- of a new communication approach should not be
portant for both your brand and your recipients. underestimated. Stakeholders, outside of the mar-
Choose then three to five main topics, define what keting and communications departments, often
is behind them and collect content examples that want to see their messages published without the
can fit in with them. Only then the implementation entire company being involved. There can always
follows. be time-consuming political friction, which you can
save yourself with the corresponding buy-in of the
• Select the channel: As part of the persona defini- extended team, the top-down support, and corre-
tion, you should check via which channels these sponding effort to pick up content from all col-
people can be reached on – is LinkedIn worthwhile leagues.
for your target group? Are there enough contact
persons represented there? Or should you ulti- If that’s your first time doing this or trying an integrated
mately stick with your presence at the trade fair content strategy between offline and online, give your-
and, if necessary, enhance your presence there self time. Organically, it can take several months for the
with multimedia and interactive features? Carefully algorithms to notice and honor changes. Falling back
compile the communications ecosystem for your into old patterns, and new formats turning out to be a
business. Each additional channel means enor- flop, are also normal parts of the process that you
mous additional resources that need to be used in shouldn't be afraid of. It is important that you follow the
a targeted manner. Therefore, make sure that new strategy for at least twelve months and keep an
those responsible know the target personas very eye on the performance. Then you are well on your
well. They should speak to the target groups at eye way to an optimized, modern communication future
level and get to the point, besides cross-promoting
relevant assets, such as blog posts or videos, with a high probability of success for your content and
again and again. brand positioning. ◊
By Daniela La Marca

12 March 2022: Content Marketing