10 Steps to Keeping Marketing Communications Updated

At the start of the year, every marketing department needs to update their materials and documents and make sure they're ready to use. Now that I'm done with mine, I put together a checklist that you can use too.

 

1. Revise Dates

It sounds obvious but you would be surprised how many people forget to check the footers on their documents and sales presentations. I still see websites that say Copyright 2010! You might also want to update file names to make sure everyone uses the correct version. Do a quick inventory and set aside time to make these small changes: it takes little time but makes a big difference to your image.

2. Update Statistics

Hopefully, since 2011 began, your client base grew, the number of employees increased and revenue has gone up. If you cite these kinds of numbers in your materials to show your company's size and strength, now is the time to make adjustments. You should also be including any new products and services you introduced in 2011 so collateral reflects all you can do for clients. Maybe you even have new locations and different contacts information. In any event, it is a good practice to review your materials periodically to ensure they are accurate. We usually do this several times in the year, but once should be the bare minimum.

3. Review Market and Industry Conditions

Have conditions changed in your target markets? Have research, whitepapers and/or articles been released recently that point to a need for new messaging to better resonate with market challenges or objectives? Has your positioning evolved as you've learned more about your clients' and prospects' needs? Are there more competitors in the field meaning you have to work harder to differentiate? These are all good reasons to read through and spend some time refining your copy.