As marketers, we can be a picky bunch. In an effort to put our best foot forward, we often use brand guidelines, tone-of-voice documents and documented approval processes. We check and double check our work, asking for everyone to go over a fine-tuned piece of copy.
In an age where a print ad, a brochure or a quarterly thought leadership article in the trade press was all that needed to happen, getting things perfect was a noble goal. There’s no way to edit a magazine after it’s been printed.
But in today’s digital age, we simply don’t have the time to do all of this. Targets don’t wait while we revise a white paper and our colleagues in sales aren’t going to hold back from reaching out to prospects in the absence of perfect collateral.
And to add to this, startups and new competitors don’t wait either. Content now needs to be always on to stand above the noise. So what approach should we be taking?