Quality aviation marketing materials, and evergreen content and campaigns – are not THAT much harder or more expensive than just getting by – but it does require a change of mindset.
What do cowboy hats, fountain pens, and expensive laptops have to do with marketing materials?
It doesn’t pay to go cheap with something you use a lot. Quality is a good investment!
Couple of notes to supplement the video:
What is Evergreen Content?
We have some very OLD articles on our website (and on the aviation websites of our clients) that get lots of traffic YEARS after they were published. These articles are called “evergreen” because they keep working for us, long after we stopped working on them. Some of this content is very timely or based on current technology, but some of these topics are timeless. We work to create at least one timeless or “evergreen” piece per month.
How can you use aviation marketing materials over and over again?
(Make “evergreen content” instead of having to do the same work over and over?)
If you build a great sales letter, there is no reason you can’t send it to new prospects – they haven’t seen it yet, and as sales and marketing professionals, we get tired of materials LONG before they cease to be effective.
While it’s important to have consistently fresh angles and insights, you CAN invest in a great structure, and simply refresh a few details on a sales piece that has a reliable track record.
What is a resuable campaign?
You create a great multimedia aviation advertising campaign for Valentine’s Day. It has a great print ad, three emails, a printed postcard to follow up on responses, and a series of social media posts.
Why not take that WHOLE structure of a proven campaign, lock stock and barrel, and refresh the graphics and text for Halloween?
Why invest in quality?
Because it works! Quality products are a pleasure to use. Quality marketing materials give you confidence in using and reusing them.
For our Content Marketing Clients, we strive to create the right mix of timely (or newsworthy) articles and well-crafted evergreen content.
Of course we want to respond to the latest news and provide timely updates, but there are many article ideas we can pursue that will continue to provide value years after we’ve written and published it.
- How-to articles relevant to your product or service.
- Customer success stories.
- Interviews with thought leaders in your field.
- Explainers that make it easier to understand key concepts in your field or specialty.
Have some ideas you’d like us to help you create? Give us a call at 702-9870-1679 or reserve some time for us to virtually “sit down together” and discuss them- my calendar is here: https://30minutes.AviationBusinessConsultants.com
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