I think I need a campaign but I’m not sure why
It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.
For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.
Different roles, distinct challenges
In any content strategy effort, you’ll inevitably need information that other people have, whether they know it or not. Interviewing people can be hard work (which is why we have some general pro-tips).
Making matters more complicated, when you interview someone, you naturally bump up against that person’s inherent biases, which can heavily shape what they say. Cutting through these biases and arriving at helpful information can be tricky.
Lasting strategies rely on having the right skillsets in your team
Building the right team – whether that means hiring new or training existing staff – depends on your team’s accountabilities. What are your areas of impact? What areas does your team have responsibly and control over? Websites? Social? Video? Images? UI text? Intranet? External communications? Campaigns? In order to have an impactful and lasting content strategy, you need to determine your team’s unique needs.