This section does precisely what the title says. Knowing what you will not do (but could) is vital to ensuring focus.
This could be your longest or your shortest section. The length doesn’t matter. What matters is what you’ll commit to avoiding. When you know your audience, this list shouldn’t be hard to compile. After all why would you waste time on channels, content and other activities that don’t matter to who you’re trying to reach?
If creating this list is difficult, ask yourself these questions:
- How well do I really know my audience? Do we need to do more research?
- Where are they and who influences them?
- What channels and types of content influence them? What doesn’t?
- Why do I (or someone on your team) want to engage in certain activities? Because it’s cool? Because everyone else is doing it? Because it’s the next best thing? How do you know?
Next up? Content strategy — another place people often start first, but shouldn’t.
Read the entire modern communications template here.