The work is over. The moment has arrived. As the agency and brand managers sit eagerly watching the media managers, social specialists, ad traffickers, et al. hit ‘publish’ on their latest creative campaign, the excitement peaks and congratulations are had. And then…nothing. It’s always a slow start, they say, give it time.
Months later at the reporting meeting many sit around and share their opinions of what went wrong and what confluence of variables led to the content ‘failing’. I suspect this scenario is familiar to many marketers. While I realize the reasons may vary drastically and there are a large number of factors wielding influence on content performance, there is one fundamental, two-part system that is too often found missing from planning…
