Category: Content

April 4th, 2019 by Sylvia Lohr

I'm sure you've heard or read the saying "I'm not here. When I get back before my return, please tell me to wait for me." It's usually printed on colorful, funny postcards, which you like to give or show to someone in case you don't want to be disturbed.

So this simple saying directly represents a "note of absence" - what a name for short, concentrated snippet. Also known as Out-of-Office Message - at least here the abbreviation is simpler (OoO).

But is the absence note really as trivial as it sometimes sounds? For me the creation of such a note is rather highly complex. After all, you want to briefly tell someone that you're unavailable at the moment, that you can't reply to the matter, but that you will take care of it upon your return, and that you can possibly give a contact who might be able to take care of it immediately. If you now refer good email marketing practice, your hair will stand on end. At least 3 important information, if not even 4 should be accommodated in a 2-line. And even are, see the following samples:

Why are such small snippets treated so criminally? Probably because they are not seen as part of the overall marketing mix and strategy. Every communication should be attractive, active, friendly, binding and based on the company codex. In some of the following examples, however, one could question which company the sender belongs to. Or worse, which image the company aims to transport internally and externally - if taken the criteria mentioned above.

 

Are those copies appealing to you? Sure some samples make me smile - but not really laughing. It's rather a shame that these snippets receives so little attention from the sender and that the recipient has to read them. If I will got such an email without having contacted the sender before, I mark it as spam. Enough nagging - what can you do?

The following ideas are mainly addressing German out of office messages. However, if those might also be relevant for English OoO, maybe even partially - fine with me. 

First of all, it is important to define exactly what the main message is - probably that the customer's request cannot be replied to immediately (believe me - it's not about you being out of the office). Is there an interim solution except that the mail is not forwarded.

So it could be something like this:

Good day to you and thank you very much for your message.

I am not in the office at the moment, but I will answer your request as soon as I return.

Wishing you a good time.

Best regards

 

Hello and thank you very much for your message.

I am currently not in the office, but will answer your request immediately after my return (*possibly with the note: at DD.MM.YY). If your matter is urgent, please contact XYZ (email).

Thank you very much for your understanding.

Best regards

 

Thank you very much for your message.

Too bad you can't get hold of me. I will be happy to answer your questions after my return. If your matter is urgent, please contact XYZ (Email). 

I am looking forward to your email.

With best regards

 

*Consider carefully whether you want to include personal data in the absence note. This may violate the DSVO or at least company guidelines. In addition, is it adding value to tell that you are still on holiday or business trip for 2 days?

Maybe you are someone who takes several short vacation instead of a long one, the question can pop-up, how much vacation you have. Or how often you are on business trip instead of being in the office and why you don't check your email remotely.

Is the out of office note really business critical? Probably not directly, but subconsciously it contributes to the corporate image. Besides, why shouldn't this communication being friendly and polite, or even funny. 

Posted in Content, General, Marketing

Content Marketing
November 15th, 2018 by Sylvia Lohr
Isn’t there enough out there?

Due to it’s complexity of both content marketing and content development, all the different aspects of this strategic marketing tool need to be addressed separately. Content marketing is much more than content development – it’s rather one step forward in digital marketing.

What is content marketing?

Content marketing helps you to pitch your products to your customers. So, you’re asking now „What’s new“? as you are doing exactly that for years.

Content marketing ist the strategic content planning and it’s development. Content Development must follow this content marketing strategy.

For content marketing you need to change approach and perspectives. Content is spread across different online and offline channels all along the  daily life of your clients. And this requires new rules to follow. Language, content length need to be adapted to each of the single channels. A good sample here is Twitter – you only have max. 145 characters to share your message and to influence whether users will read further.

Further more content marketing is a strategic marketing tool that supports sales and the overall corporate goals. It is required to target the content by also transferring the company philosophy. In general it’s all about authentic stories around your products throughout the entire campaign life-cycle.

Content Marketing focus on information about the product and the company rather than on the product itself, see also this definition from Content Marketing Institute.

The process of content marketing

Content marketing must become a standard part of your marketing strategy to eventually support the overall business development. Each of your new content marketing campaigns need to be based on a strategic content development.

Starting with a clear definition of your target audience and KPIs per conversions, followed by the definition of appropriate keywords for SEO as well as targeted and product related channels. Very important is your knowledge about the market – who are your competitors and how do they talk to your customers?

After all this preparation  you can start your content development appropriate. However these generic questions are base for each your pre-defined channels:

  • Who shall buy your product?
  • Why should your target audience really buy your product?
  • Is your product unique and why?
  • When is your product needed? How does it lighten your customers’ life?
  • Can your product be emotionally promoted?
  • What would you like to achieve with your campaign?

There are different options to create your content marketing strategy and the following content. However each of these following 2 templates can make your planning much easier:

Your customers will only accept your content marketing when it’s authentic, reliable and adding value.

See here some best practices:

German: Content Marketing Institute

English: Salesforce

Keep in mind for your planning and strategic content development: remain flexible and always measure your success. This will ensure that you can adopt your content ad-hoc and real-time to any changed customer or market behaviour. Only than your content marketing strategy will support the company goals at a long-term.

How far is your content marketing? Is your content development already strategically integrated in your corporate marketing plan? 

Posted in Content, Marketing