It’s November. Here come the end-of-year lists, the trend predictions and, in business, the reviews of what worked in 2013 and what didn’t. But we aren’t collectively getting retrospective for the sake of posterity – this is the time of year where budgets, including yours, are likely to be set for the next 12 months.
What do you want to achieve by this time in 2014? Here are 3 content projects that might help you argue your way to a bigger budget, and a better year.
1. Get your house in order with a content audit
There are 2 ways to audit your content – quantitatively and qualitatively. The first tells you what you’ve got, how much there is and where you’re keeping it, while the second tells you whether or not it’s any good. Carry out the 2nd type, and the report it delivers should work as a content to-do list.
In our research this year, we found that only 1 in 10 content professionals always use a written brief, so it’s easy to see how you could quickly lose track of what you’ve got. An audit is the best way to gain control of your content again.
2. How well do you do mobile?
How well do you support browsers of different screen sizes? As far back as last year, Google reported that 90% of people move between devices to accomplish a goal, so it’s not about having content that works for desktops and content that works for mobiles. It’s about having content that supports a journey from platform to platform.
If you’re having difficulty getting enough budget to invest in mobile and tablet content, make sure your board really understands the significance, reach and value in supporting your customers as they hop between devices – whether through a responsive or adaptive site, or by adopting a truly mobile-first strategy.
3. Make more of your emails – focus on the micro-content
Do you know how valuable your email newsletters are? If you need to prove their value, spend some time focusing on the micro-content – your subject lines, your click-throughs and your calls-to-action. These are the crucial, tiny areas of copy that can make a huge impact on ROI, so run some split-tests and see the difference your words can make.
In some organisations, email marketing is seen as the poor sibling to other channels, but its power shouldn’t be underestimated. Two-thirds of UK marketers rate its ROI as excellent, while the same proportion can attribute up to 20% of their company’s sales to the medium, according to the Econsultancy/Adestra Email Marketing Census.
While 2013’s winding down, take the opportunity to build a case for bigger budget, and make 2014 the year you start to get really clever with your content.