Marketing planning for 2022? The events that unfolded in recent years mean that marketing planning can’t be the same as it was in previous years. You can’t revert to the status quo. Life has changed and we are all changed. As we begin to emerge from the pandemic, we can’t simply assume what worked before will continue to reap rewards in the future.

We’ve all heard the expression “content is king”, and yes it’s true. In many ways it still is. Used in the right way it can be a super-effective mechanism for digital marketing, but used wrongly it can be counterproductive. For example, out of date or wrongly targeted content can be really detrimental to digital marketing success. According to the 2021 Edelman Trust Barometer, the world has reached a point of “information bankruptcy”, but businesses can gain trust by being a “guardian of information quality”[1] so your content must be good quality if your goal is to engage and gain credibility.

So, as you approach 2022, do you know whether you are creating truly high-quality content that is delivered to the right customer at the right time and in the right way? Now’s the perfect time to review and critique your content to ensure it is readable and relevant.

And remember, your content should be insight-led each and every time. Use data and insights to really get under the skin of your audience before you start creating content for them, to ensure it resonates and is correctly targeted.

Make it personal

Over the next five years, it’s expected that personalisation will be a key mechanism to achieve marketing success[2]. Customers are increasingly expecting the content they encounter to be relevant to them and deliver a positive experience. And in a recent survey, 87% of B2B buyers said they would be more likely to consider making a purchase if they had a positive impression of the brand[3].

Customers must be at the centre of your customer journey[4], and it’s now necessary to map out multiple customer journeys according to your customer segments, and where, how, and when the customer experiences your content.

Your content should demonstrate your values

The content you put out there gives you a great opportunity to demonstrate your business values. Over the course of the pandemic, customers have become more values-focused, digitally enabled and eco-friendly[5]. As they seek to engage with brands that match their own values, they may turn away from those that don’t. Consider your brand values and those of the customers you want to engage with. The content you create can be an excellent way to showcase your values and build consumer trust.

Which format works best? When and for who?

The format of your content should also be re-considered. Maybe your target audience has changed – people may have left or be new in-role so you may need quick explainer videos telling people who you are. Whereas an e-book or white paper may work better with others who have known about you for longer. Consider your audience and the point at which they will see your content and whether it’s in the right place at the right time. Have you re-considered the level of detail your content needs and where it best fits within the customer journey?

Make it measurable

One of the many benefits of content marketing is that it is measurable. You can measure in real-time whether it’s readable, effective and successful, and easily adjust if necessary. A/B testing continues to be an excellent way to see how effective your content is post-pandemic, and it will gives you insights into the messaging that resonates for the future. Also don’t forget to use Flesch scoring to measure the readability of your text.

Be future ready: 7 key areas for 2022

There are many areas to reconsider when marketing planning for 2022. The pandemic is forcing marketers to re-evaluate every activity which is positive, although it does require change and new ways of thinking. This is why we’ve put together a guide on seven key areas to help marketers plan for growth in the next year. Our guide provides prompts to help plan for success, covering data, content, realigning sales and marketing, and more.

Whether you’re looking to enhance your existing marketing strategy, or undertake an overhaul of your data, content marketing or creative mix, download a free copy today to be future ready for 2022.

Alternatively, get in touch with our team today.