If you own a business, you are especially conscious of the profound, disruptive effect COVID-19 has had – just in the last few months. For a lucky few, revenues have skyrocketed. But most haven’t been quite so lucky.  

They have taken a big blow to their bottom lines, prompting them to sit back and re-evaluate their online content marketing programs to rapidly implement changes regarding how they advertise, points out Business2Community. Content marketing programs are also being re-evaluated for their:

  • ROI
  • Ability to grow
  • Barriers to scale

Content marketing messaging has also been morphing quite dramatically, posing significant challenges for content marketers as a whole. There’s little doubt that COVID-19 is forcing business to switch up their marketing programs, and go all-in on the areas that matter most. In many cases, it’s all about beefing up content to better serve and engage your audience.

Generating Better Brand Content

Coming up with compelling brand content during a global pandemic isn’t anything anyone planned on. No one has experience with this, but we’re all sure learning fast! Companies are now re-thinking their customers’ priorities to figure out what is worth communicating, while at the same time balancing marketing goals with customer empathy, says Search Engine Land.

This is a challenge that spans many platforms and genres, with many businesses joining in on the same old ideas, generating nearly-identical messages across emails and site banners. This so-called “content din” is making it very tough for audiences to differentiate one brand from the other.

Brand Communication Tips

Ask yourself two questions:

  • How do I communicate in direct response to this crisis?
  • (Once the initial outbreak has passed): How will I reflect on the new world that I am marketing and selling in?

This will lead you to ponder new brand opportunities, such as offering new educational content more in line with the shift in focus to longer-term goals.

The key in this post-pandemic world is to provide some kind of value, even more so than before. More and more customers are getting skeptical or cynical about brands spouting off things that may sound ice on paper (or online), but that don’t actually translate to any meaningful action.

Say you’re going to do something, and follow through. Sentiments may have sounded reassuring when the coronavirus first broke out. Now it’s time to set yourself apart from the pack and offer real value. In the end, brands that can assist their target audiences will continue to build trust.

The trend is moving toward being supportive and empathetic to the customer, sure. But dig deeper than that and think about how the current environment changes life for your customer. Where can you step in and be of assistance? Your content marketing initiatives don’t necessarily have to change. But they do have to mean something, and provide a solution for people who are facing challenges. That could be through informative blogs that don’t sell but solve. Or it could involve optimizing your landing pages for SEO content that ranks.

Recognize Your Limits

If you own a business, you are likely a very savvy business person. But this doesn’t necessarily make you a phenomenal content marketer or writer. Know where your talents fall short and hire professionals to do the rest. This is not the time to drop the ball when it comes to professionalism, blogging content, page content, and SEO. Now is the time to shine.

So, in the next 18-24 months, will your business thrive and make the moves that really matter, or will it die a slow death? It all lies in your content marketing approach.

Contact Content Runner

Ensuring you can stay on top of the game in 2021 starts with a sharp content marketing strategy that embraces this new normal. For help connecting you with a niche writer who truly knows your industry and can craft a more engaging, helpful online presence, contact us.

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