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The temperatures have certainly plummeted, signalling the close of 2022 and the dawn of a whole new year. This past year has been a challenging one for businesses across the UK, so it’s never been more important to make sure your content marketing strategy is working hard for you.
1. Develop a fresh content marketing strategy
When looking ahead to the new year, it’s important to develop a fresh content marketing strategy for your business. We’re all occasionally guilty of focusing on providing the best services and products to our customers and letting our own marketing fall to the bottom of the to-do list. Not only is it important to bolster that brand awareness you’ve already worked so hard to establish but it’s critical to keep pushing to make sure you’re being recognised by new audiences and new potential customers.
If this time of year is a little quieter for your business, now is a good opportunity to look back at 2022 and review your marketing strategy. Did it work for you, and did it help you achieve your KPIs? Are you still tapping into exactly what your audience wants to see, in the best way and at the best time? Is there a new way of communicating with your audience that you’ve not tried yet? Is there an audience you’ve not engaged with yet who could be a whole new source of revenue for you?
2. Make the most of your marketing budget
Take the time now to think about how to make your marketing budget work harder than ever.
Deloitte’s Annual SMO Survey claimed that even with a recession looming, many marketers expect their annual budgets to increase in 2023. The survey also found that traditional advertising will make up less of 2023’s marketing budget, shrinking by 0.7%, with companies spending more money on social media and new media platforms.
Prioritise projects and campaigns you want to invest in, and remember to plot in time for testing, analysing and reviewing to make sure your efforts aren’t going to waste. When it comes to digital content, A/B testing is a really simple way of making sure you’re investing in the content output that your audience will engage most with.
3. Content creation: are there new ways of talking to your audience?
You’ve analysed last year’s content and planned your KPIs and budget for the next calendar year. Next up is thinking about new ways of connecting with your audience.
You may let out a small internal groan when you hear the word TikTok, for example, but many companies are using it to harness the opportunity to talk to new audiences in an entirely different way.
Alternatively, if you’re a business with a small or large corporate membership and you’re looking for new ways to connect with your members, a digital or print magazine or newsletter is the perfect way to connect.
If planning your 2023 content marketing strategy really isn’t your priority right now, then don’t worry – it can be ours. Get in touch; we’d love to help.