It was great to catch up with clients, colleagues, and other industry friends at IBC recently. I hope you all had a successful show.
Now that IBC, along with SCTE-Cable Tec and NAB New York, are over this year, it’s time for many companies to start looking at key objectives for 2018. While this is undoubtedly the most pressing task facing most people over the next few months, don’t let your news pipeline go stagnant. Keep the news flowing so that all the hard work you put into your messaging and media communications throughout the year continues to pay dividends.
October, November, and December are relatively quiet months for our industry, but trade publications are still looking for engaging content. This is the perfect time to produce a case study, user story, or white paper, which many of the leading industry publications are happy to host. If the content is particularly engaging, the editor might even decide to produce an additional article.
Remember: Your customers — and potential customers — are looking for ways to solve their problems and achieve their objectives. Case studies, user stories, and white papers are excellent ways to demonstrate that you have the solutions and expertise to help them.
This is also an opportune time to update current customers about what your company has been up to through an e-newsletter. The newsletter can include a review of your latest product news or recent activities at trade shows like IBC and SCTE. You never know when a small piece of news or information might convert a sales prospect into a new customer.
Here are a few additional ways you can keep the news flowing:
Neil Howman, Managing Director