Content Marketing Survive in the Pandemic(covid-19)

Things to Help Your Content Marketing Survive the Pandemic(covid-19):

At the time, we thought it couldn’t get any darker. Looking back, it was definitely the best time for content marketing. As everyone opened their doors and persevered, we published consistent content through content marketing and gradually built an audience of marketers.

When we came out of the recession in 2010, the Content Marketing Institute quickly became the biggest resource for content marketing, not because we had a secret sauce, but simply because we invested two years in our audience while everyone else was silent. (or not good).

Back then, there were so many big media players in the marketing game. These companies had to take advantage of the growing content marketing movement. While there, CMI (and a few others after that) collaborated, creating huge fans and powerful business models.

While today’s events are very different, businesses are reacting in the same way we saw in 2008. This is a lifetime opportunity for you, the marketer.

Do you need more convincing?

In March 2020, at the beginning of the first crisis, Anheuser-Busch marketing director Marcel Marcondes realized how AB needed to change its marketing approach:

“We don’t play in advertising mode. We really want to make sure that everything we do and say is highly relevant to people so they can add value to their new routines.

‘Let’s think organically first. We only suggest paid media if we need to if we really want to expand on something we need to say because we’ve seen that when you come out with something that’s really relevant to people, you share. – Digiday (April 2, 2020)

Translation? AB must first focus on the needs of its audience and customers for the products it sells. This means prioritizing creating original content and using paid advertising to promote your message so it can add value to your customers’ lives. Incredible benevolence can be created by crisis indicators in times of crisis. Advertising is very difficult these days.

1.think about your goals

Like it or not, you need to change your content marketing strategy. Today. In almost all cases, the needs and wants of the audience you communicate with have changed. We have to adapt to this in our strategies.

Let’s face it, we all have fewer resources. It’s time to make tough decisions.

This means going back to the beginning and rethinking why we started the plan or project in the first place. If you continue with an approved strategy a few months ago, with no changes, you can start looking for a new job

2. Focus on your true believers

There is time for extensive communication and a lot of effort, but this is not one of them. Now is the time to focus on the “true believers” in your audience.

• Is there a segment that could be more profitable than others in your target audience?

• Are your content marketing efforts dependent on changing people’s thinking and behavior? It’s very difficult in this environment. You may want to recalibrate and focus on collecting those who are already interested in what you have to say.

3. Pay attention to the content of your content

Content bias is the area with little or no competition on the web that really gives you a chance to be relevant. This not only makes you different but so different that your audience is watching you. This audience will reward you with their attention.

Without “rolling back” your content enough to tell a different story, you will likely see your content disappear and be forgotten. Now it’s time to really focus.

Target audience: Can you reach a niche audience or a visible part of your target audience?

• Positioning – can you talk differently about the topic? For example, how many companies create content around cloud computing? Everything is starting to look alike. Maybe you could rename it and start a trend? CMI did this with content marketing. HubSpot did the same with internal marketing.

• Platform: Is there a content gap on a specific platform? There may not be a podcast or YouTube series on your topic.

• Case – let’s be honest. Your topic is probably too broad. Look for a niche, even if you think it’s too niche. I do not think there is ‘too much niche’.

4. Develop an internal content marketing initiative

Behind my desk, I hung a clip from a B2B magazine (remember the magazine?) On the wall. It’s January 13, 2003. The author is Don Schultz, probably the father of integrated marketing.

In it, Don says: “(I) internal marketing is more important than external marketing. Customer-oriented employees, not external marketing, are committed to acquiring and retaining customers.

This is now more true than ever before.

This may not be the time to create more content, but to make it work better.

It can be a simple email to sellers to inform them about new content initiatives and different ways to use them. This can be a weekly podcast with industry news (an HR partner for that). This can be a regular newsletter for employees explaining how the company solves problems. It can be a slow group.

Remember that your employees are always your best source of marketing. Involve them in the content you create.

5. Public theft

At the moment, the people that make up your audience are not just waiting for your content. They are actively engaged in mobile content, video, audio, and text for information or entertainment. During the onset of the pandemic, viewers and customers devoured almost every part of Netflix, Prime Video, and Disney Plus. As you progress, you need to focus and focus on your content (no easy task).

Most influencer shows, especially in B2B, revolve around the influencer doing ‘something, such as appearing on a podcast or writing something original. While this is good and works for many businesses, it is NOT the best way to attract influencers. Start creating content and spread your efforts and knowledge. Include it in your content applications.

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