Anyone who’s managed communications/public relations efforts understands that constant effort of seeking compelling content for external stakeholders. Each month there is pressure to secure media opportunities, but at times there is nothing particularly newsworthy that is happening.
No new product launch. No partnerships. No major customer announcement waiting in the wings or award to be bestowed. Trying to secure coverage when nothing sounds particularly substantial can be a challenge.
Look for Patterns
Most businesses have more raw material than they realize. Customer teams tend to hear the same questions repeatedly. Sales might be picking up on a surprising objection in their cold calls. Product data could reveal customers are using technology differently than they did a few years ago.
Are there changes in implementation time, costs, or customer requests that perhaps say something deeper about the market conditions? Are early trends coming to light in the day-to-day installations of tech or product uses? This type of market intelligence is the type of information that is valuable to those in the market, your target audience. Leverage it to create substantive thought leadership, or offer up insights to journalists that would see these insights as a gold mine.
Create Something the Market Needs
Sometimes digging along these lines uncovers a real research opportunity just waiting to be turned into interesting content. A survey or poll of customers or industry peers, can create interesting statistics for the entire industry.
The data can always be anonymized so specific users aren’t named publicly so permissions and approvals can be relatively easy. The survey could become an annual (or quarterly) benchmark, tracking useful attitudes over time. The research should grow organically from something the company is qualified to understand related to its offerings.
Use What You Have For External Content
A webinar conversation could uncover an industry assumption that no longer holds, or a blog could introduce a market forecast worth testing with customer data. The old content then becomes a catalyst to a deeper insight, rather than the finished product.
This approach can also sharpen your marketing by forcing you to pay closer attention to shifts in the market. What are you seeing now that you weren’t seeing six months ago? What are customers repeatedly telling you? Is there enough evidence to know whether the pattern is real?
The sales team can use these fresh materials across their networks to cultivate new clients and keep in touch with the current ones. Regular communications demonstrate momentum and keep a company visible between larger announcements.
An empty news calendar need not be feared. Figuring out what can be packaged as useful news should spur a closer look at the treasure trove of information already inside the business; adding research brings something new to the conversation.