As we close the book on 2023, it’s an ideal time to reflect on what we learned, experienced and observed last year. 2023 was a year that experienced significant changes (hello, introduction of ChatGPT!) as businesses around the globe navigated the complex world of marketing. Moving into 2024, many marketing teams are reviewing, revising and optimizing their marketing plans for the new year. The challenges we encountered can shape those plans and provide a solid foundation for seizing the opportunities that lie ahead.

Six Essential Takeaways from our 2023 Blogs and Newsletters

Based on the topics that have been addressed in our own blog and newsletter over the course of 2023, there are some key lessons learned that can be leveraged for success in 2024.

1.  Change is not only a constant but is also a strategic imperative.

The saying, “The only constant in life is change,” comes up frequently in our blogs and newsletters. For organizations to grow, it is essential that they embrace innovation and adaptability. This is especially true when it comes to communication channels, customer preferences and market trends. Some essentials to keep in mind from a corporate and personal perspective include:

• • How Marketing Plays an Essential Role in Change Management
  • Three Core Pillars of a Corporate Growth Culture
  • Five Ways to Boost Creativity and Drive Innovation, Productivity and Growth
  • Your Marketing Campaign Isn’t Working: Signs It’s Time to Pull the Plug
  • Bad Habits Every Marketer Should (and Can) Break
  • Nine Essential Soft Skills that Empower Marketing Teams

 

2.  Generative artificial intelligence (AI) is here to stay but has its limits.

AI and natural language processing (NLP) tools such as ChatGPT, Scribe and Google Bard have changed the way individuals and businesses operate and create. These tools use algorithmic models to learn the patterns and structure of language, making it possible to access information, create content and mimic human conversation. While these tools can be leveraged to improve productivity, there are still vital considerations about how and when they should be used. The following blogs and newsletters address generative AI trends as well as writing essentials for individuals:

• • The Power of Automation: How to Transform B2B Marketing with Artificial Intelligence
  • Marketing Content: When To Use Generative AI and When Not To
  • Five Reasons Not to Trust AI to Write Your Content
  • Mastering the Art of Brand Storytelling: Four Tips for Success
  • Writing for Quality and Clarity: Common Writing Mistakes Every Professional Should Avoid

 

3.  LinkedIn is still the quintessential B2B social media platform.

LinkedIn has solidified itself as the leading site for business professionals and organizations to communicate. With more than 930 million members, it makes sense that 96 percent of B2B marketers use LinkedIn for social marketing and B2B brand communications. Here are some of our blogs for staying on top of the platform’s best practices and frequent updates:

• • New LinkedIn Features Can Transform How You Engage with Customers
  • How to Grow Your LinkedIn Following for Powerful Marketing Results
  • Five New LinkedIn Features to Boost Your Brand

 

4.  Building a personal brand is essential for every business professional.

This is an often-overlooked part of a professional’s toolkit. Key components should include a well-written and attractively designed resume, thought leadership content, press kit and brand identity. These are all essential elements whether you’re looking for a new job, seeking professional speaking opportunities or applying for industry awards.

• • 10 Essential Elements of a Successful Corporate and Personal Branding Press Kit
  • Reinforce Your Personal Brand: Three Tips for a Stronger Resume
  • 20 Ways to Promote Your Thought Leadership Content
  • Eight Press Release Mistakes (And How to Correct Them)
  • Eight More Press Release Mistakes (And How to Correct Them)
  • Four Questions to Ask that Will Help You Find and Define Your Brand’s Tone
  • Seven Must-know Realities About Generating Speaking Opportunities

 

5.  Being a customer-centric business is a full-time commitment.

When a company is customer-centric its services, process, messaging and content are tailored to its target audiences’ needs, challenges and preferences. This requires constant time and attention, ongoing research and one-on-one conversations along with a commitment to understanding your customers from the inside out.

• • Seven Reasons B2B Customers Buy and What It Means for Marketers
  • Six Warning Signs You Don’t Know Your Customers Well Enough
  • Empathy in Marketing: Why a Human Touch Is Crucial
  • How to Foster Empathy to Drive Powerful Marketing Campaigns
  • How to Express Gratitude to Your Clients
  • What Your Buyers Think About You (And What You Can Do About It)

 

6.  Getting published is a key medium for professionals to showcase expertise and prove credibility in their field.

Whether an enterprise brand or individual professional, publishing thought leadership in relevant and targeted publications is a powerful way to put your expertise in front of the people who value it most. From bylined articles to sponsored content, there are many different options available, so it’s vital to understand how to stand out in a crowded field.

• • Are Trade Publications Still a Viable B2B Marketing Medium?
  • Seeking an Extraordinary Ability Visa? How Getting Published Helps
  • Three Myths About Trade Publications That Create Marketing Blind Spots
  • The Dark Side of Publishing: How Predatory Academic Publishers Damage Author Credibility
  • Understanding the Difference Between Peer-Reviewed and Editor-Reviewed Publications
  • Best Practices for Unlocking the Power of Contributed Content
  • Content Marketing vs. Thought Leadership: What’s the Difference?
  • Print Isn’t Dead: 5 Myths About Today’s Print Marketing

 

A New Year Is a Reminder to Look Forward and Back

There’s no better time to take stock of successes and lessons learned than the dawn of another year. The valuable trends of the past year show up in unexpected places, including the messages and content you provide to your target audiences. Take the time to review the most popular pieces of your content. What resonated most? What didn’t hit the mark? Don’t forget to take a look at what your competitors, clients, stakeholders and vendors have created and distributed as well. What lessons can you learn from their messages? Armed with marketplace information, take the time to incorporate those insights into your strategies and initiatives for the coming year. Wishing you a Happy New Year from Trade Press Services!