Many companies strive to push content quickly to keep consumers engaged. However, you must spend time updating your messaging, as posting content at the wrong time can do more harm than good.
Publishing content that does not acknowledge the current state of the world can come off as tone-deaf to your readers. Plus, inconsistent messaging shows instability. Use your content to portray your company as attentive and strong. You need to show your customers your business can not only pivot, but thrive through challenging times.
Content is often drafted with pre-scheduled release dates to maximize efficiency. However, if we have learned anything from this past year, it is crucial that messaging is not only consistent and accurate, but up-to-date.
Our president and creative director, Paul Kiesche, wrote an article for Industry Today about the importance of refining content up until it goes live.
Our manufacturing brand agency spoke with two industry professionals for this article including:
• Cristina Morris Wegner, VP of Marketing at The Vollrath Company
• Jamie Orlando, Director of Sales and Marketing at Butler Technologies Inc.
With a 24-hour news cycle that is ever changing, it is important to monitor the content you are releasing. Each published blog post, social media promotion, and article reflects directly on the image of your brand. Customers are sensitive to the material you promote.
For example, Vollrath, a cookware and equipment company, recently adjusted their content in response to the global pandemic. When restaurants made the switch from fine dining to curbside pickup, Vollrath was ready to be understanding and supportive.
Does this mean I should stop preparing content in advance?
No, according to Wegner, it is okay to draft content as long as a quarter before release. However, the content must be revised and revisited before it is published to ensure it is up-to-date with the climate.
How can I make sure the content we release is as sensitive as possible?
According to Orlando, “The human factor need[s] to be the focus of our response. Business is important, but [at Butler Technologies Inc.] one of our core values is being united as a team and as a family.” Simply put, customers want to know that you care.
When do I know my content is ready for release?
Once you have updated your content to accurately represent the present time, you are set for release. If anything changes in the news that disrupts your message, you can always repost and refine your content. Stay on top of your messaging, and get ahead of any potential dispute. Use it as an opportunity to set your brand apart.
In the article, Kiesche addressed the importance of moving forward and progressing as a company. But, make sure you are not leaving your customers behind as you do so. You must always be aware of the effect your content has on them.
He says, “It is beneficial for any business to say the right thing at the right time. But it is far more beneficial to avoid saying the wrong thing at the wrong time.”
Our industrial marketing agency is very focused on how to best facilitate the relationship between your business and its customers. For more insight as to how you can best keep your content updated and lead your business to success, you can find this article and more at Industry Today.
