When is it a good time to pull off the motorway? Pretty frequently it seems if you look at the packed car parks of Motos and Welcome Breaks across the country.
But how many people actually plan to visit a service station? The reality is that most don’t, ending up there out of necessity – you pull up, do what you need to do and you’re on your way again.
It’s all very convenient, but not really that satisfying.
If you think about your marketing campaign plan as a journey – your content development roadmap getting you from A (the idea) to B (the results), there are the inevitable publishing stops you need to make along the way.
Rather than making these an uninspiring experience like a service station dash, see them as your opportunity to give your audiences (your passengers) something to really remember.