Why Programs Beat Campaigns

Alright, let’s talk about something we all know but don’t say out loud: marketing campaigns can feel like running a marathon on a treadmill. A lot of effort, and yet you’re still kind of stuck in the same place when it’s over. Sure, campaigns have their moment in the spotlight, but if you want something sustainable (and a little less soul-crushing), it’s time to switch gears.

Let me introduce you to marketing and PR programs. They’re like the cool older sibling of campaigns—less drama, more results, and they don’t make you want to quit your job every three months.

CAMPAIGNS: THE START-STOP STRUGGLE

Campaigns are like cooking an elaborate meal every single night. You gather the ingredients, chop, prep, cook, clean up, and then… do it all over again tomorrow.

Here’s the issue:

• High Setup Costs: Research, creative briefs, design work, endless reviews, and approvals. Oh, and don’t forget measurement. All that before you even hit “go.”
• Short Shelf Life: Campaigns are finite. They start. They end. And then you start over. It’s like Groundhog Day, but less charming.
• Scaling Problems: You want to grow your efforts? Great! Now just double the work. Good luck with that.

Campaigns have their place, but they’re not meant to carry the full weight of your marketing and PR. That’s where programs come in, swooping to save the day like a caffeinated superhero.

PROGRAMS: YOUR MARKETING AND PR BFF

Programs are the gift that keeps on giving. You set them up once, and then they just keep running, delivering results like clockwork. They’re sustainable, scalable, and don’t leave your team stress-eating donuts in the breakroom.

Here’s how they work:

• You set guidelines to keep things from going off the rails.
• The team runs forward, iterating and improving as they go.
• You start small, build momentum, and before you know it, you’re a well-oiled marketing machine.

It’s like going to the gym. At first, you can’t lift much, and you’re out of breath halfway through the warm-up. But with consistency, you’re crushing reps, adding weight, and feeling like a champ. Programs are your marketing workout plan—they get better over time.

THREE TYPES OF PROGRAMS THAT ACTUALLY WORK

1. Content Creation
   Think of this as your long-term investment strategy. Create and promote ebooks, white papers, or reports on a regular schedule. Maybe it’s quarterly at first. That’s fine. Once you’ve nailed the process, you can increase the frequency.
   Key steps:
   • Develop the content.
   • Promote it like your life depends on it (because your metrics do).
   • Measure, tweak, repeat.
2. Webinar Series
   Webinars are like the dinner parties of marketing—bring together a few smart people, and suddenly, everyone thinks you’re brilliant. Panels work particularly well because they’re easy to pull off and don’t demand much from your speakers.
   Start with one per quarter, then scale. Pretty soon, you’ll be hosting monthly discussions that actually engage your audience.
3. Blogging Like a Newsroom
   Treat your blog like it’s the New York Times of your industry. Publish regularly, stick to a schedule, and don’t wing it. You want readers to know there’s always something fresh waiting for them.
   Example schedule:
   • Monday: Thought leadership.
   • Tuesday: Research insights.
   • Wednesday: Expert interviews.
   • Thursday: Product highlights.
   • Friday: Industry influencer content.

The beauty of this approach? It builds momentum. You can start small and scale up over time, all while creating content that connects with your audience and drives results.

PROGRAMS FIRST, CAMPAIGNS SECOND

Once your programs are humming along, campaigns become the cherry on top. They can ride the wave of your established processes, making them easier to execute and more effective overall. Think of campaigns as special projects, not the backbone of your strategy.

WORK SMARTER, NOT HARDER

Building marketing and PR programs isn’t just a good idea—it’s your golden ticket to less stress, better results, and fewer frantic meetings about what to post this week. Programs let you scale your efforts without burning out your team or sacrificing quality.

And hey, isn’t that what we’re all aiming for? That, and maybe a decent cup of coffee.