The Amazon boss Jeff Bezos asked an important question that trends-obsessed marketers tend to overlook: “What won’t change?”. It forces you to rethink your current creative/marketing processes.
This year has been filled with evidence of rapidly changing consumer behaviour so companies are constantly on the lookout for what’s new and hot. But staying relevant isn’t always about keeping up with emerging trends, it’s also about placing bets on old ideas that are sustainable. Here’s 3 reasons why you should start digging up your content history:
1. With Sustainability comes stability: Ideas that last are not necessarily new and consistently building on these ideas can help you create an identity and establish a trusted relationship with your audience in the long run.
2. It solidifies your brand building: Earning familiarity and loyalty is important because brands create pricing power. Your B2B marketing’s main focus will no longer be lead generation, it will be this.
3. To avoid accidental audience retargeting: A straight dive into new ideas and trends without keeping to the original essence of your messaging creates the potential for your content to reach the wrong audiences.
But this doesn’t mean that your brand should stay traditional and close its doors to the rising opportunities and fun that the future holds. It just means to honour the traditions of your brand because the building blocks of a company is what lets it stand the test of time. Think of it like ‘Jenga’ – shift those blocks too much and you have a higher risk of failing.
Article written by Kyra Coleen, Digital Marketer at CVP Group