Last month social media expert Mark Schaefer posed an interesting question on his blog; How Do You Develop A Strategy When the Target Keeps Moving? http://www.businessesgrow.com/2013/04/28/how-do-you-develop-a-strategy-when-the-target-keeps-moving/ So as I dug back into my ancient recollections from sitting in high school algebra class I recalled if you have a problem with all variables and no fixed values it is impossible to arrive at a solution. That’s why I think every enterprise must start by selecting some fixed value set (success criteria) for their marketing content that supports the business plan and only change one based upon very careful consideration. The other variables may be driven by more routine data collection about the client profile/persona, market size, competitive action and technology/innovation. I think this is why we’re seeing the growing role of Big Data in marketing and distilling the oceans of data fed by social and digital to help in determining new values and variables in our equation with the goal of more accurate, reliable solutions that become part of our content strategy.
The cautionary here is that changing course constantly in response to input, is bewildering and exhausting which drives up the toll on all resources, human and financial especially the larger the organization. So to Mark’s question I think for many B2B marketers a good practice is to review your B2B marketing content strategy at least quarterly including routinely polling key staff/stakeholders for input and data for those factors that substantially challenge and would support making changes to the current set of values and variables. Yes that takes some time but staying on course ensures you get where you need to be.
What do you think is the best method?