I got this great question on Linkedin this week…and it occurred to me that it’s a question on many organizations mind. So I decided to post the question and my ultimate response to “What do I post now?”
Hey Kirby! Quick question for you – with all this protest stuff going in, my boss is suggesting we stop posting anything to social media as it seems like it will fall on deaf ears. We feel like “hey look what we have to say about tutorials & screenshots while all this other stuff is going on.” I personally feel like we need to move forward as i’ve been consistent & been building up our presence and don’t want to lose the momentum. I’ve been working for so long to build it! Curious what your thoughts & perspective is on this.
As I mentioned, I love this question. It’s thoughtful and self-aware. And I think your boss has a point about being mindful of the world around you as you go to market. You never want to come off as tone deaf when challenging times are around us. And if they mean you should take the day off, then I understand and could get on board. But overall I think it’s okay to continue to tell your story in a mindful and intentional way.
Serving Versus Selling
The question I always ask myself is whether or not I am going to market with a servant’s heart. If you are just “sell, sell, sell,” then your boss is right. You don’t want to look like a thoughtless jerk on 3am infomercials. But if you are being mindful of the times, then you can probably create content that serves people where they are…right now. For your offering, online training might be seen as more important than ever. In addition, there are some people that will be hungry for something else to see or think about. You could be providing a positive alternative.
What Are We Doing?
I always tell people that you can tell what I really think about Branded Merchandise by what I put my logo on. If I am willing to spend my money on it, I really like it. The same idea is true with content strategy. The most honest answer comes from the fact that we are continuing to create content. We are trying to create content and offerings that are appropriate for the time…but we are moving forward. We have even pivoted to create some Free Marketing Training because that feels right at this point.
The best content strategy, in my opinion, starts with Giving First. My hope is it will provide value to customers in a way that is meaningful.
In the meantime I am going to work hard to listen to my community to make sure I am not way off base.
Want more content to help you grow? Check out our blog page. We have new content all of the time! And if you want to dig deeper on giving first, you can check out my book on the subject here.