The past two years have been anything but normal, and COVID has forever changed the way businesses communicate and conduct marketing activities. Nowhere is that truer than in the B2B sector, where live events were cancelled or performed remotely, publications folded and new ones emerged, and we became intimately familiar with the day-to-day ongoings inside of people’s homes via Zoom. As we move into 2022, it looks to be more of the same as companies delay returns to the office and large gatherings such as events are discouraged or wrapped in rules and restrictions.
As we adjust to this ongoing “new normal,” it’s a good time to make some resolutions for the year to make every effort count. Here are 5 PR and marketing resolutions from the Calysto team to help make 2022 your most impactful year yet:
- Make content marketing a priority. Content marketing no longer means just blogs, contributed articles and infographics. In fact, according to Hubspot, video is the most commonly used form of content marketing. Consumers watched 2 billion minutes of video in 2020, equal to 23,211 years’ worth of content. The pandemic made everyone accustomed to both live (Zoom, Go-to-Meeting, etc.) and on-demand content via video and that naturally spilled over into marketing. Traditional content marketing, such as blogs, infographics and case studies, trailed video slightly, indicating that these forms of content are still very popular with buyers. Podcasting is also on the rise; in less than three years, podcast listening in the United States has increased by more than 60%, Hubspot says.
- Freshen your media and analyst list. The first week of the year tends to be slow (unless you’re at CES of course). It’s a great time to take care of some of those tasks you’ve put off, like making sure your media and analyst list is up to date. There’s been a lot of movement this year as reporters and analysts look for “change.” That change might be their email address, their coverage area or their publication, making it critical to keep your list fresh. Subscribe to Calysto’s PR Vibes to stay on top of the latest moves, adds and changes in the markets you follow.
- Think vertical. If your company has started thinking about vertical markets, and plans to start approaching specific industries in 2022, now is a great time to start prepping items for those markets. We mentioned media lists above, and that’s a good place to start, but you’ll also need content, such as blogs, white papers, case studies and videos, that show your value to these new markets. Other must-have items include a sales deck and other sales collateral, as well as a social media plan.
- Build relationships. PR pros need to spend time learning about the people they’re pitching to. Pick one reporter or editor each week and get to know more about them. What topics have they been covering lately? Where are they located? What social platforms are they most active on? How do they like to be approached? When your research is complete, and you’ve determined they’re a good fit for your company’s PR and marketing efforts, reach out with a compelling pitch. It takes time, but with a little effort, you can maintain your existing relationships and build new ones.
- Just say no. Not all media opportunities are worth pursuing. Yes, there might be opportunities for “quick hits,” but are they really good opportunities for your company? Just landing an interview or a contributed article isn’t enough. Understanding if the outlet will give your company enough eyeballs to make the effort worthwhile means doing some extra homework. While it might be a PR “win,” if no one sees the content, is it really valuable to your company?
This year will continue to be challenging as companies navigate the ups and downs of the COVID landscape. It’s a good opportunity to revisit some areas of your company’s marketing campaigns to ensure you’re putting your best foot forward in 2022.