Make These 6 Lists to Set Your Marketing and Communications Up for Success All Year.

Idea > Game Plan > DONE

Whether your organization’s fiscal year starts in July, October, or January, the beginning of a new quarter is always a good time to implement new rhythms and practices to make your marketing and communications more successful for the next 12 months.

As a marketing and communications professional who also swears by the clarifying process of goal-setting > list-making> and time activating, I want to share with you the six lists I use to build brand awareness, fill the pipeline, and increase revenue.

This is my process for going from idea to goal to game plan to DONE.

Set your marketing and communications up for success this year by making these six lists.

1. Key Projects/Initiatives: Begin by outlining the major projects and initiatives you aim to tackle throughout the year. This could include launching a new product line, revamping your website, or expanding into new markets. You can include big organizational changes or more focused marketing/communications projects only. By identifying these key endeavors upfront, you can allocate resources and plan your strategy accordingly.

2. Goals for next quarter: Break down your overarching objectives into smaller, actionable goals for the next quarter. Whether it's increasing website traffic, boosting sales conversions, or enhancing brand awareness, setting quarterly goals provides a roadmap for progress and allows for regular evaluation of your performance.

3. Goals for next month: Zoom in even further by establishing specific goals for the upcoming month. These goals should align with your quarterly objectives and focus on tasks that can be accomplished within a shorter timeframe. This level of granularity ensures that you stay on track and maintain momentum toward your larger goals. This is where aspirations meet schedule and your goals get realized week by week.

4. Aspects of business to outsource: There are probably items on your goals list and aspects of your key initiatives that your internal team doesn’t have the bandwidth or expertise to accomplish. You can't do everything on your own. Identify aspects of your business that could benefit from outsourcing. Delegating tasks to external resources allows you to focus on your core competencies—what you do best and what only you can do— while leveraging specialized skills to enhance your overall strategy.

5. Cornerstone content to publish: What is your core messaging? Get clear on what is critical for your content to convey over the next 12 months. Your content should fit within 4 or 5 topical buckets—maximum. And what types of content will you create? A podcast? YouTube videos? eBooks? A live summit? Cornerstone content serves as a foundation for your broader marketing efforts.

6. Projects where you need to bring in an expert: Identify specific projects or challenges where you may need to bring in external expertise. Whether it's SEO optimization, email marketing campaigns, or data analytics, partnering with specialists can provide valuable insights and drive better results. Be proactive in seeking out experts who can complement your skills and contribute to the success of your initiatives. Even just one day with a strategist could give you clarity and help you move the needle dramatically.

Got my lists! Now what?

Lists are a critical starting point for getting ideas out of your head and moving you toward action. Each list serves as a roadmap for action, guiding you through the process of implementing your plans with precision and purpose. Once you begin executing, then you can start the process of iteration. Regularly review and refine your work. This ensures continuous improvement. And that ultimately leads to success. Whether it's achieving your quarterly targets, increasing brand visibility, or driving revenue growth, each list plays a vital role in propelling your marketing and communications efforts forward and realizing your broader business objectives.

By creating these lists, you're effectively streamlining your workflow and maximizing productivity. You're setting clear objectives, prioritizing tasks, and leveraging resources efficiently to drive results.

Hilary Sutton is founder and principal at HSL Digital, a digital marketing & communications consultancy. She is a keynote speaker and writer who has contributed to HuffPost, the Washington Post, USA Today, Yahoo! Singapore, and HuffPost United Kingdom. The author of several eBooks and courses, Hilary also hosts the Hustle & Grace Podcast where she serves as chief explorer in cultivating a flourishing career and life.