Let priorities guide external comms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2021, 4:14 AM UTC

Focus on key audiences within the overall customer base.

To effectively engage external audiences, businesses need to craft an external communication content strategy that can be executed by communicators. Identify what the priorities must be for such a strategy by quizzing current business leaders about existing priorities and initiatives, metrics in use to measure campaign success, metrics measuring stakeholder behaviour and more.

Among the larger audience of a businesses’ “customers”, companies must focus on their key audiences. Knowing the key audience members could mean finding out that they’re, say, environmentally conscious or curious or self-aware.

Insights from this can better inform content themes for the external communication strategy. Have a realistic assessment of whether a company can address audience’s needs and whether this could make an emotional impact.  

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