By Hannah Baker, Junior Copywriter
Recently, my team switched from holding monthly content brainstorms to quarterly ones — and I couldn’t be happier. Originally, I was excited about the prospect of less frequent meetings and a built-in ebb and flow to my work schedule. However, over time I’ve found that the clients are actually the ones getting the better end of the deal. The once-a-quarter brainstorms consistently lead to more ideas and stronger concepts, leading me to believe that every client can benefit from this new schedule. Here’s how.
They Show High-Level Strategy
When you plan evergreen content months in advance, it’s much easier to establish patterns and recurring themes. Monthly concept briefs may muddle your strategy, since each piece of your social puzzle is delivered to the client weeks or months apart. When looking at one quarter at a time, clients can easily identify the bigger picture that’s laid out in front of them. It’s also easier to analyze performances on specific styles of posts. Analytics from one post a month does not always accurately represent its success. It’s more reliable to focus on the average performance of posts within a similar theme. From there, the client can make more informed decisions about the direction of their social strategy.
They Cut Production Costs
With approval for three months’ worth of content, you’re free to shift production around to meet your time and budget. If you plan on posting multiple videos or photos along the same theme throughout the quarter, shoot them all at once. Clients may appreciate that you’re being more efficient with their money, and your photographers and videographers will appreciate that you’re being more considerate with their time. Plus, you’ll have more flexibility when real-time content arises. You can simply treat real-time content as small one-offs to tackle during the quarter.
They Leave More Time to Review
It’s obvious that quarterly brainstorms save time for your team because you can spend lighter work weeks producing preapproved content. However, the best way to sell this meeting pattern to your clients is that it ultimately saves them time. You won’t be pressing them for a quick review, or pushing them for approvals close to publication dates. They’re free to review content on their own time, which makes their personal time management easier.
What’s your brainstorming style? Tell me how it has worked with your clients in the comments below.