Content marketing: a powerful strategy to overcome the crisis

Content marketing

According to eMarketer, more than 80% of marketers plan to increase investments in content marketing by 2020. Moreover, 42% of brands have increased their activity in social networks during this confinement period to gain visibility in the market. Still, many entrepreneurs think that an organization’s marketing area is cost and not investment. If you are a professional marketer, you might be aware of the importance of marketing. The big problem is that, in times of crisis, usually managers and directors of the companies end up with cost-cutting and not even considering the marketing strategies to prepare for the crisis. However, if these entrepreneurs knew the benefits of content marketing, they might change their minds. And, if you are an up-to-date marketer who believes in the digital medium, or if you are a business owner who is looking for solutions to face a financial crisis, this text is for you.

Advantages of Content Marketing

First, you need to understand that there are several marketing practices, but in this article, we will talk about content marketing. It may be confusing at first, to understand the importance of generating valuable content within a marketing strategy; as compared to other actions such as ad campaigns, because the results are not immediate. However, there are some factors that we must consider before discarding this idea. Generating relevant and valuable content that is optimized for search engine positioning opens the opportunity to get a new client. It also helps in positioning the brand and increases the online presence, especially these days, when most of the users spend their lot of time on social media.

How to do content marketing in this challenging environment

Using videos as content – In this period of social distancing, videos are an excellent way to reach your clients. According to the Wyzowl digital platform, 85% of businesses use videos as a marketing tool. And, 83% of video marketers have said that it has helped them in generating leads. Besides, most of the marketers are used to the following approach: creating a video and sharing it on the web pages and social networks for all to see. However, you can also use it to facilitate personal exchanges, for example:        

  • Send a personal video to introduce yourself to a project.
  • Offer your prospects a quick demo of a product.     
  • Send your new customers or subscribers a video welcoming them and thanks in a personalized way.
  • Incorporate your new customers through a personalized video.     
  • Provide clear and personalized customer service.

Pause before fulfilling your previous plans – When times of crisis come, the first thing marketers should think about are what not to do. Planned projects, campaigns, and announcements should be reviewed and postponed, if possible. For those who launch their campaigns as planned, they must do so in a tone appropriate to this tough time. Marketing specialists should examine every article, email, ad, and social media post they’ve scheduled, so they can ensure that the tone in each one is empathetic and respectful.

Use flexible and consistent strategies – Although it is said that every crisis represents an opportunity, brands need to approach that opportunity appropriately. Managing the brand and its values ​​are always necessary, but it is also necessary to mold the content marketing strategy in a coherent, responsible and empathetic way. An example of this is Time Out magazine, which has changed its name, during the crisis period, to Time In and has adjusted its content to what its consumers need. This indicates great brand strength, its image, and is consistent with the times we live in.

Closing Thoughts

In short, it is difficult to predict the future of this crisis. However, being a marketer, you have to focus on online activity to be carried out with creativity and passion. Creativity and effectiveness are keys to getting out well from this pandemic. 

However, brands need to understand the ever-changing moods of their audiences and reach them with relevant messages. The time has come to pick up pen and paper and to begin, for those who have not already thought about it, to draw up a list of contents that can excite, entertain and amuse your audience.