What’s NOT going to be changing in 2022?

Companies mustn’t forget that core fundamentals can add value for years.

One of our most recent blogs explored our team’s predictions for how the world of work might change in 2022. Now we ask, what’s going to stay the same?

Where is the balance between change and continuity? 

2021 was interesting. We saw supply chain challenges, we watched businesses navigate Brexit and COVID-19, and we listened to the ever-growing noise around cryptocurrency and non-fungible tokens (NFTs).

Businesses need to keep an eye on the horizon; there are always new entrants and potential disruptors making appearances on the business landscape. This throws up a challenge. How can a small business or a financially constrained medium-sized enterprise ever hope to keep up with the changing landscape?

In 2019, Jeff Bezos made the case for people to focus less on what’s changing and more on what’s not. He said: ‘I very frequently get the question: ‘What’s going to change in the next 10 years?’…I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two, because you can build a business strategy around the things that are stable in time.’

So, what’s not going to change? 

The over-arching strategy for most businesses will remain constant, while the tactics –  that which we engage in on a day-to-day basis – has more freedom to change.

At Copestone, our core pillar is quite simple. We deliver engaging and impactful content for B2B brands that connects with their target audience, evoking emotion and encouraging action. Our clients are ambitious brands who are looking to grow online, and agencies who require content for their own customers.

That’s not going to change.

The Google algorithm will change. In fact, Google changed its algorithm over 500 times in 2021. But throughout all these changes, the underlying message is still the same: contextualised content delivered via a sustained campaign will grow your brand’s reach and awareness within your community.

How we go about delivering that message may change depending on audience’s needs. If your target demographic is Zoomers and millennials, then TikTok may be an appropriate platform, while Gen X may prefer a well-crafted blog post. Millennials are increasingly in the driving seat and these digital natives are most likely to consume bite-sized pieces on their mobile devices. So plan accordingly.

The common thread though is clear: well crafted, well targeted and easily-consumed content that fits the target demographic should always drive your content marketing goals – and echo your wider business goals.

At Copestone, we want to devise a strategy that supports your goals and drives business growth. Contact us to discover how, by focussing on the fundamentals that deliver value, your business can grow both now and in the future.

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.