Q4 is here. And everyone wants to stand out.
To do that, marketers would usually say they need something new. Something they haven’t done before. “New bold ideas.”
And I don’t believe that’s true.
Here’s a real story as proof.
I’ve been working with a client for almost 5 years now. A few years back, we put together a structured calendar for our engagement-focused and promotional content. A few examples include a January email challenge focused on habit-building and a summer giveaway designed to get people back into the platform during the vacation lull.
And what we do now may surprise you.
We repeat the exact same campaigns. Every year.
Well, they aren’t the “exact” same campaigns – and that’s the beauty of it. Every time we run a certain activity, we analyze the results and develop some improvement ideas. Next year, we incorporate these new ideas into our content.
”But,” I hear you objecting at the screen, “don’t people get tired of it? Don’t they just ignore you?”
I’ll let the data answer. Every year, we get similar or better results than our previous year’s campaign. Existing users focus on the new elements. New users have never seen the content before, and they love it.
And there’s one more thing.
The competitor’s POV.
If you look at one of these campaigns now and try to recreate it, it will be a really hard task. We’ve been adding and improving different elements for a few years already. And each time, we expand the moat between us and our competitors.
So what if you tried to build on top of last year’s instead of planning a “bold new” campaign this Q4?
It won’t necessarily work for every scenario.
But at least consider it.
↗️ P.S. As a customer, do you pay attention to campaigns or content your favorite brands reuse? Does it change your perception or engagement? Drop me a line, I’d love to hear your thoughts!
Will this content help someone? Forward it to a friend with an invitation to subscribe right here: valchanova.me/newsletter.
📂 From the Archive
The topic I shared in my intro is very much connected to the idea of content repurposing. And I’m a big fan of that, too. Since repurposing can seem overwhelming, I tried to structure it into a framework of just six methods you can use to boost your content efficiency. In this post, I go over each one.
👌 Handpicked Stories for You
50 AI Prompts for Better Social Posts
The prompts Buffer shares here are not the interesting thing here. There’s a short recap of the main ingredients for a good prompt at the end of the post. And it’s great. You need to tell the AI your context, target audience, format requirements, branding considerations, and CTA requests. With that, the chances of getting something decent on the first go are massively higher.
The secret “S.C.A.R.F.” research process
This short but powerful acronym for user research teaches you how to find voice-of-customer data online. It stands for Social, Competitors, Affiliates, Reviews, and Forums. Places where you can find a lot of inspiration for your messaging.
Association: The Secret to Organic Growth
People rarely recommend you to others if you don’t stand for something specific. This is why designing your associations—the words people connect with your brand—is crucial for audience growth. Jay Close demonstrates how to build association by carefully selecting your niche, expressing ideas aligned with it, and embracing repetition.
How to Audit Your Google Analytics 4 (GA4) Account [Free Looker Studio Dashboard]
If you’ve recently moved to GA4 like most of us and are still not sure your tracking works right, this dashboard will be a godsend. Just connect it to your data to see if your setup has certain issues.
Welcome Email Series: A 6-Email Welcome Sequence You Can Steal
This post is a tad too prescriptive for my taste. Still, it gives you a good starting point for setting up your welcome email sequence. The two most important bits worth reading here are GrowthLab’s welcome sequence map and the concept of structuring your flow based on the Stages of Awareness. Just keep in mind there are plenty of ways to achieve the same results without using the exact same templates the post suggests.
👀 Interesting stuff to click on
- These underwater sculptures – celebrating nature and indigenous cultures in a gorgeous way.
- This very special moonwalk – it’s almost enough to get me to learn to swim better.
- Weekly cat – this is literally what my morning meditation looks like!
I hope these put a smile on your face!
🔥 That’s a wrap! Before you go…
If you enjoy my newsletter and want more, here are three options: