Inside Aircover Marketing Strategies
So what is an aircover marketing strategy? At its core, the basic principle states that a single piece of content can easily be used or slightly modified into multiple pieces of content which then can be distributed across multiple channels.
For example - if your company produces a blog that includes a customer quote, after the blog is published that single piece of content can be turned into 4 to 5 dark social posts, components will show up in a sales deck and a downloadable customer case study may be produced.The acronyms worth mentioning are TAM SAM SOM — which stand for Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. These terms represent metrics that help most companies define the customer and revenue opportunities within their market.
The aircover this provides for a sales team should not be underestimated as the strategy is ultimately designed to do more with less while building a significant amount of brand awareness and recognition for the company.
The significance of implementing AIRCOVER in marketing organizations goes beyond a defensive stance; instead, it represents the proactive execution of an offensive playbook by your marketing team. The foundational principles of aircover marketing revolve around the meticulous planning, creation, and distribution of content across multiple channels.
The initial step involves securing a commitment from your marketing team, regardless of its size, to adopt an aircover strategy. This commitment is then followed by a planning phase that entails constructing a comprehensive backlog of potential content. Throughout this planning stage, the focus should be on crafting content that not only helps your sales organization but also fosters a stronger brand connection within your community.
Once a piece of content is produced, it should be integrated into a post-production calendar and, ultimately, delivered to the market in a timely manner. While the specific distribution of content may depend on the situation, it's crucial to recognize that a new piece of content can and should be repurposed across various marketing channels. Why limit content production to a single channel when the same piece, or a slightly modified version, can be effectively utilized across multiple channels?
