There’s nothing we can say to sugarcoat our predicament today: the covid-19 pandemic has had a significant impact on how we travel, gather, socialize, and do business. From having to get used to life with minimal exposure to the outdoors and social distancing to wearing masks and constantly washing our hands, covid-19 is something that we never expected to happen.
Businesses are hit in more ways than one, and for marketers this has caused anxiety and uncertainty.
But there is light at the end of the tunnel. There are things that you can do to keep your content efforts going! D6 Interactive, your Dallas SEO company, shares some tips on refining your content marketing strategy. Yes, you can make modifications in your strategy by seeing it through the coronavirus prism. Read on.
Action items you need to tackle right now
Before we go over what to do, keep in mind that your target audience is economically unstable, worried, facing many challenges, and are searching for answers.
Evaluation of your content marketing goals
What is working? What is not? You need to get a clear understanding of what you are trying to achieve right now. Do not jump right in without a concise goal. As a business, it will pay off in the long run to be an optimist.
Some great goals to have are:
- Building trust
- Helping and supporting your customers through these trying times
- Engaging in creative ways
- Communicate timely information to your customers
Keep in mind that it’s not all about getting new business. During this special time, it can also mean marketing to your current customers. Consider offering educational based courses. If you have a healthy partnership with your clients and customers, they will view your brand as an essential piece of their success.
Reinvigorate your blogging efforts
Blogging is an important part of any content marketing strategy. Keep your blog relevant and active. If you don’t have a blog, you are doing your business a great disservice. During this time, you can use your voice to be relatable to your audience. You can offer some highly researched information. Remember, your messaging during this time is critical. Use your blog to breathe in positivity!
Focusing on brand awareness vs. selling
Being aggressive in your sales tactics would be seen as insensitive. Why not focus on brand awareness so that your business will always be top of mind for your customers? Currently, there are brands that have found that increasing their social media spend is a good investment.
It’s easy to get caught up in the stress. However, if you take a step back, think about your customers and target audience, and consider how your business can best contribute to the solutions your clients need, you’ll be able to continue stand strong with your customers while having quality, purposeful communication with your target audience.
"Coronavirus creating disruption, uncertainty for digital marketing ecosystem," Marketing Land, https://marketingland.com/coronavirus-creating-disruption-uncertainty-for-digital-marketing-ecosystem-277194
"Your Roadmap to Build Brand Trust During Covid-19," Refine and Focus, https://refineandfocus.com/your-roadmap-to-build-brand-trust-during-covid-19/
"Marketing Through Coronavirus: How to Pivot Your Ecommerce Marketing Plan in Times of Crisis," Big Commerce, https://www.bigcommerce.com/blog/covid-19-marketing/#reanalyze-your-marketing-plan-with-covid-19-in-mind
"7 Brands That Have Increased Social Media Spend During the Coronavirus Pandemic," Adage, https://adage.com/article/digital/7-brands-have-increased-social-media-spend-during-coronavirus-pandemic/2246106