The global pandemic has disrupted businesses of all kinds, and marketers are feeling the pain, too. With companies cutting back on spending, marketing is often one of the first areas to take a hit. 89 percent of multinational corporations are reducing their marketing efforts, according to the World Federation of Advertisers. Experience shows that this may be a mistake. Contrary to popular belief, adversity can actually bring opportunity. Now is the time to focus your efforts, and one of the most efficient ways to go about this is through content.
Three Ways Content Will Make Your Marketing Shine
With many companies stuck in a holding pattern at the moment, you can take advantage of the situation and stand apart from the competition by building up your content library. This will give you the ability to react quickly one business returns to normal (even if it’s a new kind of normal). Here’s what you can do now so you’ll be prepared for later.
- Audit your content. Now is the perfect time to take stock of your past marketing efforts and decide how well they are working for you. Don’t limit yourself to looking at the types of content you produce; focus on the quality, as well. You need to create content that appeals to your target audience, right now and in the future. Engagement is down while consumers worry about other aspects of their daily lives, so it’s more important than ever to develop high quality content that resonates with your audience. Messaging can wait for later.
- Leverage video. Video is more popular than ever; 88 percent of marketers claim that video generates a positive ROI, and studies show that almost half of all consumers will make a purchasing decision based on video. The trick is to refrain from making things too complicated. Discuss your products and services and try to find an angle that shows they are useful in the midst of the pandemic. Talk about things your company is doing to help out the local community, as well. Video consumption has actually increased during COVID-19, so you’ve got a built-in audience eager to learn more.
- Create highly researched content. Extensively researched content has many advantages. It boosts your SEO ranking, helps position you as a subject matter expert, and generates engagement. Readers love sharing these types of articles, and other content creators are likely to back-link to your work. Best of all, long-form content like this can easily be repurposed over time, providing you with a valuable funnel of “evergreen” content. For the time being, focus on motivational articles, productivity tips for remote workers, and other relevant ideas. This is the perfect opportunity to get creative; you’ve got nothing to lose.
Most importantly of all? Produce as much content as you can, and make sure you have a good variety. Aim for a strong mix of blogs, videos, infographics, white papers, and more. Business will return to normal, and when it does, you’ll be ready!