All businesses around the globe had to restructure their structures after the pandemic. It was difficult enough to have to close down buildings and offices and then move to remote working models. However, the economic downturn also saw a sharp drop in revenue for many. In a reopened America, gas prices are high, and the pay wage is the same in most states. How can one market in difficult times?
Businesses responded by cutting back on expenditures whenever possible to counter this threat. Marketing budgets are often the first to be frozen. They are considered “unnecessary,”, especially in uncertain economic times.
But not all brands are afraid. Although it is customary to adjust budgets and manage numbers, some businesses invest in strengthening their brand positioning in anticipation of more prosperous times.
This is true even in a crisis. Your purpose must adapt to the content that people require right now.
Content marketing will deliver ROI in any market, even if you need the right direction. This will help your business to be more successful.
Here’s a short video from Harvard Business School about how we promoted during the pandemic.
Content Marketing at the Time of Coronavirus
It’s natural to want to keep what you have and not spend it. However, there may be better decisions than cutting your marketing budget.
Your customers will be there even if the crisis is over. But will they still remember you? But, more importantly, how will they remember you and your company’s actions during that time?
Pushy advertising is not a good time to be in crisis. No one likes to be sold to, especially not during a global crisis or economic crash.
Conferences and trade shows are not appropriate at this time. Advertisements on billboards or in public transport are not likely to be noticed. Online news via social media platforms was a better option than physical newspapers.
All over the globe, marketing teams are learning to pivot and find new ways to attract customers and achieve their goals in times of crisis.
Content marketing has been an effective and affordable way to market businesses of any size and across all industries. It’s even more critical when stuff is hot.
Millions of people were housebound during COVID. Many were unable or unwilling to work, and many had extra time. This resulted in more content being consumed than ever before.
Pageviews for news publishers rose by 30%. However, other content also thrived.
Social media was buzzing. YouTube views were up. People were looking for content that would comfort, uplift, give important information about their health and finances, or learn something new.
Crises are a great time to increase your content marketing efforts to reach new customers or strengthen existing relationships.
Ideas for Content in Economic Uncertainty
aWhile you may be concerned about your business’s future, there are better times to indulge in self-serving content than now. Companies that aggressively lay off employees, force them to work in unsafe conditions, or profiteer from the COVID-19 crisis are rightly criticized. People who create poor-quality clickbait content and poorly-written sales messages will be subject to the same criticisms. They’re unlikely to be forgotten quickly.
This is your chance to serve your audience in every way possible truly. This will depend on the industry and who your audience is. There is almost always an opportunity to create valuable content.
Customers’ Concerns
Nearly every business has been negatively affected by the current environment. It makes sense to tell your customers what changes have occurred and how they can be protected.
This could include explaining your policy on distance work or protecting employees, such as providing hand sanitizer and masks to employees during a pandemic.
