Why You Ought to Press Pause on Your Content material Technique


June is the proper time to mirror in your content material and advertising technique. What’s working? What isn’t? What wants to vary going into the subsequent season? What ought to we double down on?

However earlier than you do. Take a deep breath. Pause.

Reflecting on something in 2022 feels notably difficult. COVID-19? All people’s received it. International battle? Nearly as unhealthy as might be. The financial system? Slowing. Inflation? Rising. Ugly politics and unpopular choices? Inevitable.

With a lot adverse information, it’s simple to make choices round worry of loss quite than perceived features.

It’s just about human nature.

It’s human nature to border choices round worry of loss quite than perceived features, says @Robert_Rose. Is negativity affecting your #ContentStrategy? By way of @CMIContent Click on To Tweet

Losses distort features

The idea of loss aversion describes how folks really feel the ache of losses greater than the pleasure of features. In different phrases, somebody who loses $100 will lose extra satisfaction than the identical particular person would acquire from a $100 win.

Loss aversion impacts entrepreneurs on a regular basis. You by no means ship that “We’re going to unsubscribe you except you opt-in” e mail for a easy purpose: You’re extra afraid of dropping subscribers than you might be excited concerning the doable improve in engagement ranges.

A associated concept, known as loss consideration, states that individuals are inclined to allocate extra consideration to a process or scenario when it entails loss than when it doesn’t.

Put merely: When your consideration is concentrated elsewhere, you would possibly miss one thing. And most of us dedicate extra consideration to the locations the place we see loss.

Look ahead to the gorilla enjoying basketball

A light-weight-hearted instance of loss consideration is the gorilla enjoying basketball video.

Researchers instructed viewers to rely the passes made by the workforce carrying white. Afterward, they requested research individuals in the event that they’d observed something uncommon.

Solely 42% of the individuals who counted passes made by the workforce carrying white noticed the gorilla stroll by way of the center of the sport, beat its chest, and stroll off. They put a lot consideration on avoiding the loss (failing to rely appropriately) that they didn’t discover one thing surprising occurring proper earlier than their eyes.

Put the ideas of loss aversion and loss consideration collectively, and you may start to see how giving consideration to the chaotic world would possibly inadvertently affect technique choices transferring ahead.

Now, I’m not suggesting that individuals ought to ignore these experiences or the world round them when reflecting on progress (or lack thereof) or making choices.

Loss aversion and loss consideration are pure human tendencies. In lots of situations, they’re good issues. Loss consideration will help with decision-making as a result of it prevents us from seeing the “shiny shiny object” that may in any other case distract folks from the duty at hand.

However elevating your consciousness of those ideas can cease you from overlooking progress you’ve made or failing to see what’s working regardless of present situations and what’s failing solely due to these situations.

Don’t overlook what’s working in your #ContentStrategy regardless of present situations – and what solely failed due to these situations, says @Robert_Rose through @CMIContent. Click on To Tweet

Pause for focus

One device that helps me stability is what I name a “pause for focus.” Generally I dedicate a whole week to this reflective interval, and generally only some minutes. I spend the time reframing what has occurred, the implications of what occurred, and the way I get to vary primarily based on what occurred.

I like utilizing “get to” as an alternative of “ought to” in the case of change as a result of it then frames change as a possibility to do one thing new quite than to “repair” one thing perceived as damaged.

My focus pause entails 5 easy questions. I take the time to jot down and actually polish the solutions.

  1. What are the three to 5 most vital areas of progress within the final [month, quarter, or whatever is the right time frame for you]?
  2. What are the largest rocks in my means? The place am I caught? Be particular.
  3. What are the highest three actions I can get to take to grow to be unstuck? (Doubling down or letting one thing trip rely as actions.)
  4. What are the best-case and worst-case outcomes for every of these actions?
  5. What’s my greatest studying from the final [month, quarter, or whatever period you decided to reflect on]?

You gained’t discover the magic of this pause the primary time you do it (although I nonetheless assume you’ll discover it useful). You’ll discover the true magic within the second, third, or fourth reflections as you assemble your solutions over time.

Content material advertising technique checkup for 2022

Listed below are just a few solutions for subjects and progress you would possibly take into account as you mirror in your progress, rocks, actions, and learnings:

  1. Are you constructing a content material library or a content material pile? You might create extra content material than ever earlier than, however is your first thought management paper extra precious as a result of the third, fourth, and tenth exist? Or are all of them simply random PDFs of ideas nobody evangelizes anymore? Are you constructing a webinar collection within the mannequin of a tv community? Or are you holding random occasions about no matter you’ll be able to collect?
  2. Have you ever architected and aligned factors of view? Certain, you may have editorial pointers and model pointers, however do you may have a constant perspective throughout the enterprise? Do you may have thought management content material that doesn’t share the identical perspective or (worst) conflicts with the model view?
  3. Are you creating content material or filling containers? Is your content material workforce constructed to assist your entire group talk in a constant, compelling means? Or are they merely filling containers (pages, posts, PDFs, podcasts, shows) with phrases and photos?
  4. Are you measuring each the denominator and numerator of content material? You’ll be able to measure content material efficiency by way of visits, downloads, engagement, and many others. However are you able to precisely measure the numerator – the prices, effort, and time that delivers that efficiency? And, lastly, my tried-and-true favourite:
  5. In the event you stopped 100% of content material manufacturing at present (offline, on-line, editorial, advertising, promoting, product, and PR), who would miss it? Who would name, tweet, DM, or e mail to let you know they missed it?

In the event you stopped producing #content material at present, who would name, tweet, DM, or e mail to let you know they missed it, asks @Robert_Rose through @CMIContent. Click on To Tweet

And now, the excellent news

Preserve this in thoughts as you mirror on these questions: You’re not late.

Because the saying goes, “The perfect time to plant a tree was 20 years in the past. The second-best time is at present.”

It’s the center of 2022. So what if one of the best time so that you can have made modifications was six months in the past? The second-best time is at present.


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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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