Category: Strategy

Leaving Our Mark: Giving Back

Leaving Our Mark: Giving Back

We’re putting our money where our heart is.

As a diversity-owned business (certified by the NGLCC), we have leaned in to become part of the LGBTE community — and we are proud of our progress.

How else do we leave our mark? Supporting LGBTQ+ community members of all ages, pouring into tides that lift up the marginalized, helping promote other small businesses — these are among the founding principles of Imprint, and we are excited to tell you more about our new initiative.

Clients who complete a project with us may be asked to select one of four organizations to which we will make a contribution on their behalf. Imprint’s Managing Director Andy Seibert and his leadership team thoughtfully selected four organizations who most closely mirror what our Imprint family is passionate about.

The organizations are Black Girls Code, Start Small Think Big, Feeding America, and The Trevor Project. Please watch the video above to learn more about their respective missions.

We’re excited to hopefully leave our mark. To learn more, please reach out to us at imprint@imprintcontent.com or ping us on LinkedIn. We would love to have you join us.

The Power of Diversity

The Power of Diversity

I’m delighted to note that it’s been a full two years since Imprint was first certified as a diversity-owned business with the National Gay and Lesbian Chamber of Commerce (NGLCC), the leading nonprofit advocacy group for the LGBTQ business community.  

As I mentioned in an NGLCC Spotlight last year, I was excited to join for two basic reasons: to fuel Imprint’s growth, and to give back by supporting others in the NGLCC and LGBTQ community.

We couldn’t be more proud of our progress. We have hired and subcontracted other member businesses, and sourced part- and full-time talent for our team. And we’ve won new business. At Imprint, we firmly believe our diversity is our strength. We personally and deeply recognize the value of respect and authenticity in all forms of communication. And we aim to embody that perspective in everything we do—how we work with our clients, our agency partners, our freelancers and our team members.

Please take a look at our Embracing Diversity video—and we’d love for you to join us in leaving your mark.

Celebrating Small Business Owners

Celebrating Small Business Owners

On behalf of clients, we have told the story of small businesses pivoting since March, which was the first wave of significant pandemic shut-downs in the US. As an independent project, and to celebrate National Small Business Week, we are telling the story of a catering business based in Atlanta, Occasional Occasions by Carlton.

Since I started Imprint seven years ago, I have met many fellow entrepreneurs through associations, organizations and events. While our small businesses are different from each other, the common thread among one segment of us tends to be focus, creativity and drive.

I want to celebrate my fellow entrepreneurs while highlighting one story, that of Carlton Brown.  Owner of a successful catering company in Atlanta, Occasional Occasions by Carlton, he is an example of the spirit of a small business owner: when big rocks, like a pandemic, get put in your way, quickly rethink, refuel and keep moving forward.

I met Carlton in November 2019 during an executive education program at Dartmouth’s Tuck School of Business––I was sponsored by Freddie Mac, and Carlton by Wells Fargo. Both our businesses are certified as diversity-owned by the nglcc (National Gay & Lesbian Chamber of Commerce).  I liked his business plan – and then, four months later, he had to rethink his whole model.

Please watch his story – if you watch it while hungry, you may find yourself ordering some products. And keep celebrating the entrepreneurs and small businesses out there – they are amazing people.

Quiz: What Marketers Can Learn From Teachers

Quiz: What Marketers Can Learn From Teachers

For content marketers, just like educators, connecting with audiences is a constant key challenge. How do you get and keep people’s attention, make messages stick, and inspire action? To mark National Online Learning Day on Sept. 15, we asked five teachers and marketing pros on the Imprint team for tips to boost three key items: engagement, retention, and action. The answers revealed plenty of overlap between the two fields — so in addition to smart responses, here’s an Imprint pop quiz.

As you read each tip, see if you can guess whether it’s from a teacher or a marketing pro. (Answers are at the end of your exam.)

1. “The more personal you can make the content, or a lecture, the more likely it is the audience will take action and go to the next level. If the experience becomes relatable, that will drive action. An audience needs to feel that there’s something in it that’s in some way valuable and relevant to them.” 

2. “Visuals boost retention. When you show words to an audience and three weeks later ask them to recall them, about 11% of the (audience) will remember those words. If you pair the same words with a picture, that retention ratio rises to almost 70%. It works in education and in marketing.” 

3. “Interactivity is key to engagement — initiating it and holding it. The idea and the goal is to create an experience that asks the audience to lean into it. Encouraging the audience to get involved — click on a visual, pull up a profile, explore new terms — gives the option to drill deeper into a subject.”

4. “Know your audience. If you have your audience in mind all of the time then you know what you want that audience to do — for instance, read these two stories, or download this information. Knowing who your audience is at the beginning actually enables you to get them to take action in the end.”

5. “Getting people to click on the button — it’s the call to action. Giving people a reason to participate is important when it comes to taking action. Making it simple to take action — whether it’s downloading something or pulling up a graphic — is, too. The easier and more frictionless you can make taking that action the more successful it’s going to be.” 

6. “Without confusing the pursuit of knowledge with completing activities, teachers and marketers often both use different flavors of loss aversion to their advantage. Teachers are good at this — for example, ‘You lose half a grade for every day your paper is late.’ For marketers, it more often takes the form of FOMO (fear of missing out) — for example, ‘You miss out on free money if you don’t save at least to the company match in your 401k.’”

7. “In a class there’s nothing easier for students to do than to stop paying attention. And there’s nothing easier for an audience to do than to stop reading an article. So be sure to entertain your audience. Communicate humor and a sense of passion. Humor is an effective tool to connect and stay connected, whether it’s in a class, with an article, or in a relationship.” 

8. “It helps to deliver the same essential message in more than one way — through words, a spreadsheet, charts and visuals. Repetition can be an asset for retaining information.”

9. “A passive audience can tune out. Making a lecture or an article a connected and interactive experience, like a back-and-forth conversation, keeps people engaged.” 

10) “People, especially millennials, want to know that they’re seen. The more you can communicate that you know and understand your audience, the more they’re apt to be engaged. Make the customer the hero of your marketing campaign in the same way the student has to be the hero of your class.” 

Answer Key:

  1. Marketing Pro: Andy Seibert, Imprint Managing Partner @Imprint_AndyS
  2. Teacher: Angela Lee, Professor of Practice and Faculty Director, Lang Center for Entrepreneurship Columbia Business School @angelawlee  @Columbia_Biz
  3. Marketing Pro: Ken Williams, Imprint Managing Director @Imprint_KenW
  4. Marketing Pro: Ashley Logan Brenner, Imprint Creative Director @Imprint_AshleyB
  5. Teacher: Kristen Sosulski, Clinical Associate Professor of Technology, Operations, and Statistics at NYU Stern School of Business  @sosulski @NYUStern
  6. Marketing Pro: Meg Sullivan Staknis, Imprint Managing Director
  7. Teacher: Christopher Moore, Adjunct Writing Professor at John Jay College of Criminal Justice and Baruch College @cmoorenyc @JohnJayCollege @BaruchCollege
  8. Teacher: Price Fishback, Professor of Economics at University of Arizona
  9. Teacher: Zebulon Miletsky, Associate Professor of Africana Studies and History at Stony Brook University @ZebulonMiletsky @stonybrooku
  10. Teacher: Angela Lee, Professor of Practice and Faculty Director, Lang Center for Entrepreneurship Columbia Business School @angelawlee @Columbia_Biz
T. Rowe Price: 3 Publishing Strategies During the Pandemic

T. Rowe Price: 3 Publishing Strategies During the Pandemic

A video conversation between Imprint’s Andy Seibert and T. Rowe Price’s Gavin Daly

The current pandemic continues to demand that every company continually rethink their strategies, including planning, processes and communication—which is why we’ve made a point to explore what’s working for our clients.

For the third installment of our “Clients on Strategy” vlog series, T. Rowe Price’s Gavin Daly—Group Manager, Investment Editorial Team—sat down recently with Imprint’s Managing Partner Andy Seibert to discuss three key strategies T. Rowe Price has used to successfully pivot their investment editorial division over the last months.

T. Rowe Price’s communications divisions are particularly flourishing—while T. Rowe Price has moved thousands of employees to remote work, including their entire investment editorial division, the pace of their publishing has rapidly increased. Content that used to take 10-12 business days to publish is now getting through in 6 days or fewer.

Listen in to discover how, and more about:

  • What aspects of T. Rowe Price’s internal company culture were most helpful to build upon
  • The importance of having a plan, and communicating that plan, to your internal clients
  • How T. Rowe Price has responded to the technological disruption of the moment, building new infrastructure around video and social media.

What editorial strategies have you successfully adopted during the pandemic? Did your team have similar successes that you were able to build on? Let us know by reaching out to us on LinkedIn, or emailing us at imprint@imprintcontent.com.

Songs of Summer (Music is Content!)

Songs of Summer (Music is Content!)

“To me, making a tape is like writing a letter, there’s a lot of erasing and rethinking and starting again … A good compilation tape, like breaking up, is hard to do. You’ve got to kick it off with a corker, to hold the attention … and then you’ve got to up it a notch, or cool it a notch … oh, there are loads of rules.” – Nick Hornby, “High Fidelity”

Ok, so some of you might be asking: what’s a compilation tape? While making a playlist can be serious business, we tried not to take ourselves too seriously and just had fun assembling our favorite summer tunes for you.

Music is content, and we asked the Imprint team experts to pick some of their all-time top summer songs. The result? A compilation of an epic heatwave playlist for the ages.

  • Click here to start the complete playlist on YouTube
  • Below, you can play a condensed version from Spotify (some songs were unavailable on the platform) 

Below read about how the curation came together: which tunes were nominated by which Imprint member and why. Because behind every song, there is a story!

We’d love to hear from you—what did we miss? What essential summer jam do you think deserves to make the cut? Do you have a summer playlist of your own? We’d love to hear it! Ping us on LinkedIn or email us at imprint@imprintcontent.com.

Here’s the background to the list (alphabetical listing by team member’s first name):

Andy Seibert: “Don’t Start Now” by Dua Lipa

While every big artist delayed releases when quarantine hit, Dua Lipa went for it—and for me, thank goodness! The album is so right for now – it has purpose—and “Don’t Start Now” is dance-in-your-face, hand-in-your-face female empowerment perfection.

Andy also submitted “Crazy in Love” by Beyoncé ft. Jay-Z.

Ashley Brenner: “Ray of Light” by Madonna (Calderone Club Mix)

This particular summer, we have renovated our kitchen. It’s always good to have a club mix playing when you’re doing something not particularly fun, like painting a room. But it’s also a nice combo of the song title “Ray of Light” and adding windows and white cabinets to open up a living space so central to our home.

Note: The Calderone Club Mix is only available via the YouTube playlist. We had to settle for the original “Ray of Light” on the Spotify playlist.

Colter Hettich: “Humility” by Gorillaz

Timeless and mellow funk drums and bass, some jazzy guitar by George Benson, smooth vocals by Damon Albarn—what’s not to love? If that doesn’t check enough boxes, how about a Venice Beach roller skating music video featuring Jack Black? Plus, the lyrics “Calling the world from isolation / ‘Cause right now that’s the ball where we be chained” couldn’t be more timely.

Craig Gartner: “Summer Romance” by The Rolling Stones

I’m afraid I don’t listen to any current stuff. I can only say I’ve been playing the Stones’ “Emotional Rescue” album lately. They are my favorite band. For me, it takes me back to July 2, 1980, my “perfect day.” Mom drove us to the Willowbrook Mall in Wayne, NJ, where there was a Korvettes. You could buy LPs for $3.99. I bought that one (as well as Graham Parkers’ THE UP ESCALATOR).; then we went to a Nathans restaurant and had amazing hotdogs. I also hit the video arcade (do they still have those?) for an hour. Beautifully simple. That day was one every 16-year-old would be lucky to have.

Craig also submitted “Down in the Hole” and “Where the Boys Go” by The Rolling Stones.

Dan Davenport: “Plage” by Crystal Fighters

I take songs of summer very seriously! To speak in strategy-ese, I have four key pillars, and this is not pass-fail: You’ve got all four pillars or you go home. For me, “Plage” by the Crystal Fighters crushes them all: 1. The setting is literally a summer location. 2. The point is love and/or beauty. 3. There’s an utter lack of seriousness/consequence (this pillar was never more important than in the COVID age). 4. The energy is huge and the beat is 100% danceable.

Duncan Milne: “Tender Things” by Bill Withers

One of the most underrated soul artists was Bill Withers who died this year. While he’s well known for timeless classics such as “Lovely Day,” “Use Me,” “Ain’t No Sunshine” and “Just the Two of Us”; his genius for truly innovative and sophisticated arrangements, funky baselines and political awareness were never quite recognized enough to bring him the superstardom of, say, Stevie Wonder or Marvin Gaye. “Tender Things,” in my humble opinion, is his masterpiece and I’ve been listening to it lot lately. It’s good to be reminded that, despite the horrors of 2020, there are plenty of things to be grateful for and happy about.

Duncan also submitted “Optimistic” by Sounds of Blackness.

Jenna Warner: “Age of Consent” by New Order

“Age of Consent” by New Order is my song of the summer because it elevates any moment. As soon as I hear the opening riff I feel like I’m moving forward, like it’s the soundtrack for a movie montage showing that these are the good times. New Order was a bit of a first love when I started getting into music. I’m weak for that synth! Whether you’re on a beach blanket or staycationing at home, this song sets the pace to have some fun.

Julissa Ortiz: “Summertime” by DJ Jazzy Jeff and the Fresh Prince

It reminds me of simpler times, when I was a kid growing up in NYC running through playground sprinklers while this song played in the background. I’m confident that 20 years from now, people will still be bopping their heads to this song.

Ken Williams: “Six Feet Apart” by Luke Combs

This song sums up the times we are in, the separation from family and friends, and all the things we took for granted prior to COVID. It makes me think of all the people important to me that I have not been able to spend time with. Plus, Luke Combs is one of those artists you find where you connect with/enjoy every one of their songs. And coming from New Mexico, it’s kinda hard not to love the genre.

Kim Papa Amadeo: “Happy” by Pharrell Williams

Sure, it’s a couple of years old, but anything that makes my daughter laugh and clap every single time it plays is a winner in our home. Plus, its relentless positivity is something we could all use a little more of these days.  When I look back on Summer 2020, I hope the memories of us dancing with her around the living room overshadow the fact that we were in the middle of a pandemic.

Meg Staknis: “Dreams” by Fleetwood Mac

I was 8 in the summer of 1977 so the point of Steve Nicks’ lament to waning love was lost on me. But it struck a chord with lots of other folks, hitting #1 that June. Whenever I hear it now I think of chlorine swimming pools, words about thunder murmuring from the radio by the lifeguard’s chair, zinc oxide smeared across his nose as he lazily twirled the whistle around his fingers, or eating ice cream cones with my brothers in the twilight at the country farm stand, swatting away the mosquitos as we tried not to let everything melt down our hands.

Michele Radcliffe: “Where the Streets Have No Name” by U2

I am a huge U2 fan, and songs from their “Joshua Tree” album (inspired by the national park in the Mojave Desert) were on my favorite road trip mix tapes. The album and this song were a perfect accompaniment for my 12-hour drive from college in Arizona to the SF Bay Area. The route on Interstate 10 would take me south of the park. To me, it is a song about being independent, being self-sufficient, and exploring new places. I would leave Tempe at dawn to beat the heat driving across the desert in my used (and very dusty) VW convertible and get to LA in time for lunch and a break by the ocean before driving north up the coast.

Molly Malinowski: “Thunder Road” by Bruce Springsteen & the E Street Band

Bruce Springsteen has so many songs that are perfect for summer, but Thunder Road is my all-time favorite. The harmonica paired with lyrics like “the screen door slams, Mary’s dress waves, like a vision she dances across the porch as the radio plays,” really capture the feeling of summer for me. My dad was also a Bruce fanatic so listening to any of his music reminds me of growing up in Rhode Island. This song in particular, however, always transports me back to beach days, cookouts, and driving with the windows down.

Nick Silva: “Veg Out” by Masego

We all need a mental break from time to time and especially this summer. This song is a great reminder to relax and block out the noise and stress brought on by the pandemic and the upcoming election. The light piano riff, Masego’s calming, repetitive lyrics and backing high-energy rhythm section make the song perfect for any summer cruise or socially distant get-together.

Nick also submitted “Sanza Tristesse” by Francis Bebey.

Peter Gallagher: “Call Me a Hole” by PomDeter

About three of four years ago I spent a weekend in Chicago with a couple of good friends. We spent most of our time at a street festival called Market Days which includes several stages and many different bands. Following the last night, we sat up in the hotel listening to different songs and this was one of them. The thing I like best is that it’s a combination of two very different artists. Trent Reznor from Nine Inch Nails sounds raw and pessimistic and Carly Rae Jepsen sounds so perky and optimistic. It’s such an unexpected combination, but together it’s a really good song. The perfect yin & yang. 

Note: This song is only available via the YouTube playlist.

Pierce Kinnally: “I Want to Know Your Plans” by Say Anything

“…Is a Real Boy” is the first CD I remember stealing from my sister and never giving back. Max Bemis, the lead singer, was maybe my first “celebrity” crush. He’s totally this emotionally raw, sad puppy. The whole album is a great, mostly high energy, pop-punk emo opera essentially…but this song, a slower love song, resonated with me as a teen for the melodrama. I’ve definitely attached it to a few boys! And the sound is airy and loving, a great chill out song to lie around in the heat with. 

Pierce also submitted “Lake Song” by The Decemberists and “New World” by Tacocat.

Robert Gonzalez: “Bailando (Spanish Version)” by Enrique Iglesias

One of my summer goals has been to work on my Spanish language skills, and listening to Spanish music has been a fun and easy way to practice my listening skills. Bailando, which translates to ‘Dancing’ in English, has been a great learning tool because the lyrics are repetitive, giving me a chance to familiarize myself with certain words and phrases several times each play through. More importantly though, it’s an awesome tune! Bailando is upbeat, catchy, and radiates the energy of the classic summer song.

Will Thomas: “Timber” by Pitbull ft. Ke$ha

This summer, as the quarantine continued, I started listening again to “Timber,” by Pitbull, featuring Ke$ha. It was already a classic feel-good party anthem at its release, in 2013, but the craziness going on this summer gave the song new meaning for me—suddenly, it felt like a defiant, tongue-in-cheek anthem of celebration, even as the world was falling apart around us. While the stock market crashes, a pandemic rages, and politicians pour gasoline on the fire, Pitbull’s Timber makes you feel like it’s okay to have fun again, despite it all.

The “Head, Heart & Hands” of Content Strategy

The “Head, Heart & Hands” of Content Strategy

As the current pandemic continues to rattle different parts of our country, unemployment numbers teeter and a presidential election looms, one question continues to persist for marketers: “Will the strategy I’m working on be relevant and appropriate by the time it’s ready for market?”

It’s a challenging question, but there are three communications fundamentals that, if prioritized, will significantly increase the likelihood that the answer ends up a “yes” for your strategy work.

Imprint’s managing directors Meg Staknis and Duncan Milne have conceptualized these pillars as the “head,” the “heart” and the “hands.” Meg and Duncan sat down with managing editor Colter Hettich to discuss what each metaphor represents and why it is crucial to any strategy being developed now and for the foreseeable future.

How is this three-legged concept defined? How do changing attitudes affect content strategy? Which companies are shining as they align messaging with social injustice issues?

Watch the video and then reach out—we’d love to know what you think! You can ping us on LinkedIn or send us an email at imprint@imprintcontent.com.

Celebrating “Get to Know Your Customers Day”

Celebrating “Get to Know Your Customers Day”

Know your audience. It’s a business rule that’s both golden and evergreen. So carpe diem on “Get to Know Your Customers Day” on July 16. The occasion that falls on the third Thursday each quarter offers a perfect opportunity to take stock of how well you know your audience and how to deepen that understanding. Imprintteam members share ways to do it.

Andy Seibert, Managing Partner

Open the door to humanity

Content marketing is really a partnership. And even though it’s not that you have to be best forever friends with your clients, getting to know them just makes it a better relationship. The key to getting to know your customers is opening the door and letting them get to know you. If they know you, the more comfortable they may be telling you about themselves. That adds humanity, which then brings out more creativity and better discussion, and takes the relationship beyond just transactional. That’s where we strive to get with our clients—to be an extension of their thinking, of their team. 

Meg Staknis, Managing Director

Be all ears

One of the most important elements of knowing your customers is to listen to them—really listen—in order to be the best possible partner

you can be. Listening is now more critical than ever because you are not seeing each other face-to-face as often. And you can both get Zoom fatigue or fall prey to the distractions of multitasking during video calls. (BTW, your customers always know when you’re multitasking. You’re not fooling anyone.) When you are doing other things instead of listening to your customer, you’re not learning about them, hearing what they need, or leaning into the problems they need you to solve.  Active listening is one of the most important things you can do to cement the relationship between the customer and your business. 

Duncan Milne, Managing Director

Get real

Sharing stories about experiences I’ve had as a customer with other businesses where messaging has been confusing or irrelevant; or talking about moments when I’ve been really surprised or emotionally touched by a communication have often helped me encourage a client to think more creatively and more empathetically. Having that anecdotal, real-life conversation often can help make the impact of a communication strategy feel real. By imagining ourselves as customers we’re able to figure out an answer to an essential question—will this communication actually help?

Ashley Brenner, Creative Director

Focus on the brief

Knowing the audience is the thing that drives all the work in content marketing. Any time we start a new project, even if it’s a client we’ve worked with before, we always thoroughly review the brief, which outlines who the work is for, what the communication goals are, and how success will be measured. Initially, the brief might seem like a minor checklist item. But, in fact, the information covered about the audience always points us to the project’s overall objectives. It keeps us on track with the client and engaging the target audience.

Dan Davenport, Editorial Director

Consider context

An important aspect of knowing your clients is staying absolutely current with world events that directly affect them. We may be creating content around, say, saving for a child’s college education, but we know those plans and decisions don’t exist in a vacuum. They happen amid a torrent of news that acutely impacts our clients’ outlook. And that’s an impact we must fully grasp. Then when we write, design and edit work we can more keenly grasp the moment the receiver is in — what they need, and what they’ll best respond to.

Ken Williams, Managing Director

Vary viewpoints

We’re always focused on taking an audience-based approach for clients in order to understand their customers’ needs. When possible at the start of a project, we include stakeholder interviews as part of our discovery and research to truly understand customers’ needs and preferences rather than relying on one person’s view. In addition to reaching out to the end-audience, getting viewpoints internally from sales, marketing, product, senior leadership, and other areas gives them the opportunity to describe their needs, which can lead us to a lot of additional insight. 

How are you working to better understand your customers? We’d love to discuss and hear what’s worked well for you, so please ping on LinkedIn or send us an email at http://imprint@imprintcontent.com

Customer Recovery: The case for multiple content streams

Customer Recovery: The case for multiple content streams

Across the country, we’re following convoluted pathways out of—and then back into—the COVID-19 lockdowns. On top of the months of quarantine, protests against police brutality and racial injustice are taking place in every single state across the nation. And the economy continues to flirt with taking a massive downturn.

With a vaccine still a long way off and social distancing the way we live now, it is still difficult to envision how this and future recovery phases of the pandemic will fully unfold for businesses and their customers. What we do know is that with all this upheaval, there is no single, one-size-fits-all answer.

Different attitudes to a radically different environment

Just as each of the 50 states have different approaches for reopening the U.S., individuals will also have different responses toward the recovery. Those responses are based on their own unique attitudes and emotions, which may have been exacerbated by the coronavirus crisis. 

Do they want to plunge back in? Do they want to go slow and cautiously? Research from Ipsos shows there is a continuum of responses when it comes to the way people feel and the actions they will take as a result of the phase of the coronavirus in their home area. 

Some individuals will be motivated to dive into a re-opening head-first. They may be driven by financial necessity, or the need to achieve, and other factors such as Zoom fatigue or confinement exhaustion. 

Others, concerned with unseen dangers and the lack of a widely available vaccine – or without childcare or with the ability to work from home and not needing to interact with a wide population, will wade back into broad interactions inch-by-inch.

And others will fall somewhere in between. 

Nimble businesses meet customers where they are

The most responsive companies understand this variability in their customers’ attitudes and behaviors. They also know the implications for their solutions, customer experience, and marketing.

Many experienced changes at the outset of the pandemic and adapted right away:

  • Telehealth and virtual care, for example, saw dramatic shifts before and after COVID-19. People are now much more willing to have a virtual doctor’s visit, and many health practitioners adapted quickly to integrate those capabilities into their offerings. 
  • Online grocery shopping and delivery saw a dramatic acceleration in adoption, even though it has been around for a long time. Even smaller grocery stores began providing online shopping capabilities.
  • And many local small businesses and restaurants around the country tried various strategies such as give-aways, gift-certificates, and curbside take-out to keep their customers engaged during the lock-down and re-opening.

Other industries, such as commercial real estate, will continue to face challenges the longer the pandemic continues, with a much greater number of people working from home than previously anticipated, and increased health and safety protocols expected from those who are making their way back to the office. 

This requires multiple content streams—not just one

Put all of this together and the result is that firms will need to develop multiple content streams to address the journeys that represent their different customers’ attitudes and emotions. 

Going back to the Ipsos model, after the initial re-opening phase (Anticipation), there will still be several more phases of this pandemic to contend with, and a varied range of responses for each.

Businesses need to develop content for the next phases of recovery before they arrive

The time to create content streams that will support your customer segments in the next phase of the pandemic is already here. This isn’t the end of COVID-19 challenges. It isn’t even the beginning of the end. Signs point to a complex recovery until this virus is contained. Your customers are going to need you at every stage—be ready for them.

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