Set it and Forget it: How to Lose With Your Content
Few things in marketing are more irksome than content strategies that rely on a "set it and forget it" approach. The convenience of this model is undeniable. Who among us doesn’t like a quick fix, especially when seemingly juggling a thousand different things at once? Financial advisors, entrepreneurs, and business owners can certainly relate. Still, the convenience is often undermined by the opportunity cost. By adhering to a “set it and forget it” philosophy, you’re checking one task box while neglecting steps that could benefit your growth goals while potentially doing harm to your brand. Here are three reasons why your content strategy should abandon the "set it and forget it" mentality:
1. The Changing Face of Your Client: Let’s say you’ve had a website up and running for a few years. An online presence is important so good on you. When’s the last time you reviewed its imagery, messaging, and calls to action? If your ideal client or customer has experienced a demographic shift, it is imperative that shift is reflected on your website, email newsletter, social campaigns, and overall marketing materials. By setting and forgetting, you are exposing your brand to at best missed opportunities and at worst bias and prejudicial accusations.
2. Being a Human Matters: As AI and tech creep closer to business-as-usual status, being a human becomes increasingly important. Staying ahead of trends and ensuring a proper narrative to support said trends requires a proactive approach to content strategy. This doesn’t require heavy lifting. Take 15 minutes at the start of each week to dive into trends impacting your target industries and speak to them the way you naturally speak with your clients, customers, and prospects. Consistency and context matter, which are problem areas for artificial intelligence. Lastly, setting and forgetting content with AI is easier; however, it won’t account for immediacy and seasonality. If I had a nickel for every time I saw a content farm automated Mother’s Day post go out on an advisor’s LinkedIn newsfeed in October, I’d have an overflowing piggy bank.
3. The Algorithm Method: Digital platforms frequently update their algorithms, affecting content visibility and engagement, especially on social media. By sticking to a “set it and forget it” static content strategy, your message may not get the love it deserves online. Instead, make it a weekly practice to review your posts to see if anyone has reacted, commented on, or shared them. When people in engage with your content, they raise their hands asking to be seen. Get in the habit of replying, tagging or mentioning them in a thank you, or sending a direct message. Keep the conversation going and watch the algorithm work its magic for your content metrics.
Yes, the ease of “set it and forget it” is hard to ignore. As a book of business expands or customer database grows, it may seem impossible to keep up with content. The benefits of either going with a marketing consultant to execute a comprehensive content strategy or getting in the habit of penciling in 15 minutes a week for follow-up for outweigh the risk of setting, forgetting, and wasting key content-driven client or customer acquisition opportunities.