When you’ve put a mammoth amount of effort in to reach an engagement target for, let’s say social content, it’s easy to say ‘that’ll do, let’s maintain performance at this level’.
But for any content campaign, maintaining performance is a very, very hard thing to do. It’s honestly harder than improving performance.
That’s because maintaining performance usually ignores the fact that your audience will get bored and move on. So there’s this awkward imbalance where you’re putting equivalent time and resources into doing the same stuff, but the returns quickly drop.
Compare that to a growth-focused campaign, where you’re throwing out what doesn’t work, doubling down on what does, and throwing in new ideas. Even if most of those new ideas don’t work out, the framework will probably absorb those blips as part of net improvement.
That’s because your audience have noticed you’re always stepping things up, and they’re looking to see what you’re putting out next. You bring the momentum, they pay attention.
Next time you find yourself agreeing to maintain a campaign or a channel, remind yourself that maintain probably means decline. Ask your team, ‘do we grow it or do we kill it?’
By refusing to just maintain, you’ll work on fewer, more impactful campaigns, and you’ll feel happier at work for it.