Doing More with Less: Content

April 8, 2020 Keith Zakheim

Keith Zakheim

Chief Executive Officer

As chief executive officer, Keith Zakheim ensures Antenna Group lives and breathes the firm’s core values — strong ethics that instill trust and impart transparency; respectful, positive, collaborative, mutually beneficial relationships among client-partners, colleagues and those with whom we conduct business; continual education for the highest standards; empowering entrepreneurial passion and a commitment to public service and volunteerism to give back to those less fortunate.

Keith has earned an industry-wide reputation for savvy, strategic counsel, forging deep partnerships and business connections and leading the firm during an era of unprecedented organic and acquisition-driven growth. A sought-after expert on crisis management, he has been a panelist and featured speaker at conferences worldwide. His work has been published widely on topics related to public relations, crisis management, presidential politics, domestic policy and foreign relations. Keith also hosts Raising Your Antenna, a popular podcast that features CEOs and Founders, investors and public policy experts.

Keith is the proud husband of Sara Zakheim and a father of four: JJ, Max, Alex, and Isabelle.

Doing More with Less: Content

This article is part 2 of Doing More with Less, a 4-part series on public relations and marketing strategies that can be doubly effective for continuing momentum in the current, turbulent climate. Read the previous article here.

For those of us that are lucky enough to have full-time jobs, there is an expectation of productivity that, if anything, has grown as a result of the pandemic. Buyers must still buy and sellers must still sell, both for today and to be well positioned for tomorrow. Building brand awareness and cultivating sales funnels can’t come to a grinding halt; but grabbing the time and attention of clients and prospects today is harder than ever. That’s where marketing must rise to the occasion.

Doing More with Less: Content

Content is always king, but never more so than now. Target audiences are understandably preoccupied with children, health and other COVID-related issues. However, most are still working and sitting in front of computers, undistracted by travel and commutes. In this environment, timely and thoughtful content will be warmly received and appreciated. Now is the time to deliver that content.

  1. Videos – Video is not only an effective marketing tool but it enables people to connect in a meaningful way that serves both a business and social purpose. Video costs do not have to be prohibitive; customers and prospects understand that most content is being produced in less than ideal circumstances. A brief, compelling video can be produced with a smartphone and/or simple software and shared via social or a drip email campaign.

  2. Social Media Posts – B2B platforms like LinkedIn provide a medium for free and paid content delivery. The effectiveness of any marketing campaign depends largely on the content itself, but once developed, content can be strategically delivered to your target audience at either no cost or at a price calibrated to meet your budget. When done strategically, social media campaigns––both organic and paid––will stretch limited marketing dollars.

  3. Blog Posts & LinkedIn/Medium Articles – We are swimming through uncharted waters and, like us, our clients and prospects are trying to navigate those waters as best as they can. While there is no crystal ball, we all can draw on experiences, business acumen and best practices that are worth sharing. Be mindful to take a conversational tone in your writing, acknowledging that no one has all the answers. Consider incorporating opportunities for readers to respond, debate, reciprocate and collaborate. Blogs, LinkedIn articles and/or submissions to Medium are cost effective, requiring only time and brainpower to produce. And don’t forget that with just one or two clicks of the button, content can be repurposed across multiple marketing channels for the same investment of time and money.

  4. Case Studies – With each passing day of the crisis, we are all experimenting and gaining valuable experience as to what is working…and what is not. Develop case studies of your campaigns––whether successful or not––showcasing challenges, solutions and lessons learned. Both types of case studies will provide valuable insights to your audiences and showcase strategies and tactics that should either be adopted, adapted or ignored. Sharing examples and lessons learned will help your audiences save time and money.

  5. Infographics – A quality infographic combines eye catching aesthetics with valuable data and strategic insights. With fewer resources at their disposal, customers and prospects will be drawn to infographics and other visual, easy to digest content. Prices for infographics vary but they do not have to be prohibitive and the investment can yield a bounty of brand awareness. Like all good content, make sure to share and reshare the infographic across all of your marketing channels.

These are challenging times for all of us. We are all being told to do more with less, which has dialed up the pressure on marketing and sales teams. We hope this series will serve as a conversation starter for marketing and sales departments that are committed, despite today’s challenges, to maintaining their standard of quality and success.

Connect with us to share tips and discuss challenges. We’re in this together.

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