Over the past few weeks, we’ve started to receive 2017 editorial calendars from some of the major industry publications around the world. It’s crazy to think that we’re already well into the last quarter of 2016 and will soon be sitting down with our clients and discussing strategies for next year with them. This year has flown by!
Before we provide you with a “2017 Planning Checklist”(that’s coming next month!), let’s focus on a few ways you can keep those news pipelines full throughout the end of 2016.
Even during these quieter times for news in our industry, editors are still looking for interesting content. This is a great time to produce a case study/user story, or to address a specific industry topic in a white paper. Remember, your customers and potential customers are looking for ways to solve their problems and achieve their objectives. If you are able to demonstrate that you have the solutions and expertise to help them, then you’ll go straight to the top of their contact list.
Many of the leading industry publications are happy to host case studies and white papers, and if the content is particularly engaging, then editors may produce an additional article in support. Use your social media platforms to promote this content and encourage people to talk about it via a LinkedIn discussion group, for example.
Now is also a good time to keep in touch with customers and prospects by producing an e-newsletter. The newsletter might contain your latest product news or a review of your activities at IBC, SCTE, or another show you’ve recently exhibited at. Your customers are your best referral source and, even if you speak with them regularly, it’s always a good idea to keep them updated about your various activities. You never know when a small piece of news or information might encourage a customer to recommend your products and solutions.
Neil Howman, Managing Director