I like energy That's how a friend recently described the e-newsletter written by CMI's Chief Strategy Officer, Robert Rose. Content strategy for Jewelry Retouching marketers began in January 2015. Week after week, Robert gives us insight into his consultations with clients who struggle in the trenches of marketing every day. One thing I love about Robert's stories is their immediacy. We read his conversations the other day that touch on struggles Jewelry Retouching shared by many marketers. At the same time, he links his stories to universal truths. He's philosophical, asking questions and suggesting possibilities that can help his readers look at their struggles from a new perspective or help them prepare to face struggles they haven't yet encountered. At the end of 2015, I shared some highlights from the first year of the newsletter.
This year, I couldn't wait for December. I already have too many favorites to fit in one post. Here are a few. Plan what follows success When CMI announced Jewelry Retouching that it had been acquired by UBM, Robert envisioned this celebratory moment. “OK. We win,” he wrote. “Now what?” He explored the importance of planning not just for success, but also—as CMI had been doing for months—for what follows that success. Robert's story “I recently Jewelry Retouching worked with a nonprofit that had a brilliant content plan to win a legislative victory. The team worked tirelessly on the activist and government figures that would lead to this success despite the efforts of a small but vigorous minority opposed to this cause. A funny thing happened.
The association won. The content plan was successful. The organization has crossed its finish line. “Then things changed. The opposition came out Jewelry Retouching with materials and content aimed at nullifying the victory. The nonprofit had no plan, no content, no method to deal with the backlash. This “successful” team found themselves in Jewelry Retouching constant triage mode, having neglected to answer a simple question. "What if we win?" RELATED CONTENT AT HAND: 5 Things That Can Make Nonprofit Marketers More Effective [New Research] Insight In our own marketing ventures, we all have some version of the finish line to success. Companies languish without goals. At the same time, says Robert, we need to think beyond our next goal and imagine what comes after we reach it.