Squeeze the Juice Out Of Your Content Strategy

If you would have told the CEO of Ocean Spray he would be recreating a viral TikTok in late 2020 to the tune of a Fleetwod Mac song, I don’t think he would’ve been totally surprised.

After all, it is the year 2020 we’re talking about. Just when you think it can’t get weirder, it does.

While Ocean Spray is known for its cranberry juice, one of the first search results you get when you type “ocean spray” into Google is a piece announcing Ocean Spray has released its first ever national Hispanic marketing campaign, all because TikTok user @420doggface208 (his real name is Nathan Apodaca, by the way) hopped on his skateboard and drank cranberry juice straight from the Ocean Spray-branded container while cruising down the road in the middle of a global pandemic.

There’s a lot to unpack here.

The popularity of this TikTok, and Ocean Spray’s swift action to embrace the groundswell of interest in it, underscores the idea that companies have to remain nimble and agile (and willing!) to shift their communications strategy when the opportunity presents itself.

Without having any insight into the content and public relations mechanisms of Ocean Spray, we would venture a guess a lot of changes are being made that were unforeseen six months ago, but here we are. And it’s a good reminder that what worked a year ago may not be working now.

Whether or not your company had a viral TikTok moment lately, have you updated your content strategy?

Chances are, it’s time for a scrub.

Even if you regularly pitch stories on behalf of your company or client, those briefing documents you use might not current or relevant to your audiences anymore. What’s interesting and important to your audiences can change with the shifting dynamics of the world in which we live.

Your company’s story should reflect where you are today, and where you’re going tomorrow.  

Whether you are drafting a byline article on behalf of an executive, or pulling together talking points for the CEO’s appearance on a morning show, the same old messaging isn’t breaking through today. Take this opportunity to evaluate if your content strategy matches up with your corporate vision and values.

A lot has changed in 2020, and people are engaging with brands very differently than they used to. Content you share on social media, in interviews, on your website and during virtual events needs to capture the attention of your audience. Start by looking at what you currently have and ask yourself, “Is this relevant? Does this capture our brand? Am I proud of this?”

Not every company is going to be forced into re-visiting their messaging because of a viral TikTok. In fact, most will not.

But maybe now this is the reminder you need to see if the messaging you’ve created is still relevant to the story your company is telling. If not, commit to making the right changes.

If you have never sat down and built messaging for your company, well, let’s talk.