The slowdown is real. What you do with it determines how you perform in the fall.
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Summer content strategy is the practice of adapting a content marketing program to account for predictable seasonal shifts in audience attention, engagement, and buying behavior that occur between Memorial Day and Labor Day—while using the slower period strategically to build content assets that drive results in the high-engagement months that follow.
For most B2B marketers, summer presents a genuine planning challenge: audiences are distracted, decision-makers are harder to reach, and content that performs well the rest of the year often underperforms between June and August.
I’ve managed content programs through enough summer cycles to know that the worst response to the seasonal slowdown is to keep doing what you’re doing and expect different results.
The second worst response is to go quiet entirely and then scramble to rebuild momentum in September.
Continue reading “Summer Content Strategy: Staying Visible When Audiences Check Out”
Popular wisdom has it that people like to read stories and that 
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I’m often surprised that the most overlooked audience when it comes to communicating with key constituents is the internal or employee audience. Companies are generally pretty good about recognizing that they need to communicate with customers and prospects, but employees tend to be an afterthought. This may be because of the assumption that 
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A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.
Effective corporate communication has always been important. Now, though, in a hybrid and continuing uncertain corporate environment, it’s more important than ever for organizations to determine how effective their corporate communications efforts are, and what adjustments or improvements need to be made to keep employees engaged, productive, and employed!
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