Hey 👋

Welcome to Neighbourhood Post issue #12 - easy to implement digital marketing ideas straight through your metaphorical letterbox.

It’s been a busy time finishing up for Christmas. I’ve got two weeks off with the family, so this will be the last post you’ll get in 2023.

I know, I’m sad too - but don’t worry; I’ve got a whole list of ideas for 2024, ready to make it your best year of digital ever.

👉 By the way, if you’ve missed previous newsletters you’ll find them here.

📩 And if you’ve been forwarded this email you can subscribe here.

Think Like A Media Company 🎥 📸 🎙️

One mistake marketers make is thinking too much about distribution and not enough about content.

I fall into that trap. 💥

I’m pre-occupied by algorithm changes, optimised subject lines and measuring ROI, and I neglect the importance of content itself.

Audiences don’t just expect value from your ‘product’ any more, they expect value from your comms.

Marketing departments should act like media companies, always looking for opportunities to create valuable content.

How do you do that in 2024?

The logic might go…

1. Start a YouTube channel 📹

2. Get monetized 💰

3. Gain a million subscribers 👍

4. Put your feet up and watch the sales role in 🤑

But again, that’s starting with distribution, not content.

So let’s simplify it.

Content consists mainly of your written, visual and audio assets - better known as your blogs, videos and podcasts.

There are other types, but those are your mainstays.

If you’re a fan of alliteration (who isn’t?) here are the 4 “D”s of content strategy:

Discover 🔎

Find opportunities that will engage your audience by thinking through the unique value you provide. Look at others in your sector and learn from what they’re doing.

Expand from talking about just your ‘product’ and think about your actual expertise - what topics can you talk about that are interesting and valuable?

Make a list of 10 ideas. 📝

Decide 🤔

Look down your list and choose the best ones.

If you struggle to choose, start with two; the easiest one, and the one you think will resonate best with your audience.

For example, you might choose a series of articles because they’re easiest to produce, and a podcast on your chosen topic because you think it’s what people might engage with most.

Develop 🎬

Map out your chosen ideas, and start to plan the steps to bring them to reality.

Don’t be put off by the ideas that feel too big.

Podcast and videos can be simplified to fit your capacity and budget.

For example, podcasts can be as simple as interviews using a tool like Riverside, and uploaded to platforms using something like Acast. Video series could be as simple as 6 × 1 minute videos for social media, filmed on your phone.

Discern 🧪

Run your ideas past other marketers you trust. Scrutinise them. Ask yourself some key questions, such as:

• Why are we doing what we’re doing?

• Who are we doing it for?

• What do we expect to happen?

• Where will we distribute?

• How will we measure performance?

Tweak your ideas and plans based on the answer to those questions.

—

In 2024, the quality of your content will make or break your digital performance.

Rather than starting with distribution, start with content.

What content ideas will you execute in 2024?

Merry Christmas everyone - I hope you enjoy some well deserved time off. 🎅🏻🎄

See you next year ✌️

What we’re looking at 👀 and listening to👂

🎧🎄 Joe is listening to his favourite Christmas song of all time, Stop The Cavalry by Joe Lewie. It’s a good ‘un.

🎧 Rosie on the other hand really enjoyed the JFK series on the “This is History” podcast - not as Christmassy, but still a good ‘un!

Before you go - we’ll never use these newsletters to directly sell you our services, but we’re always here if you need any expertise or support 👍