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Develop Your Content Marketing Strategy During the Global Crisis

By June SpringJune Spring
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Redefining your content marketing strategies that help boost your business and to keep income-generating during COVID-19 Pandemic.

Previously on ideas why supporting local businesses is vital amid COVID-19 crisis, locally owned businesses or even those established businesses have switched to digital. For every entrepreneur who is affected by this global crisis, it is the best time to re-think, re-evaluate, redefine, and develop your content marketing strategies to keep up while being mindful of your prospective customers.

Strengthening content marketing in businesses has long been promoted as one of the most efficient and essential ways to connect with their customers. Here’s why:

Content Marketing. One of the strategic marketing approach that mainly focuses on creating and distributing valuable, consistent content to attract, retain, and drive customers to action.

From blog posts, it has now included all digital marketing from email, social media, SEO, PPC, advertising, and blogging. Content marketing differs from traditional advertising or product-marketing efforts such as sales collateral and other product-specific info. It gives brands a voice to educate by providing information, tell stories, and inspiration.

Perhaps more important than understanding what content marketing is, is to understand why it is essential to your business, especially during a global crisis. Consider these four steps of the buying cycle:

  1. Awareness. A customer must know that there is a solution to each of their problem.
  2. Research. Once a customer has now known that there is a solution, they will perform research to educate themselves. For example, a locally owned business that wants to switch to digital, he/she will try to look for a perfect service package that fits their needs.
  3. Analysis. At this point, the customer starts comparing unique products from different service providers to make sure they’re getting a world-class quality product at a reasonable price.
  4. Buy. Once everything is settled, the customer makes their decision and moves forward with the transaction.

Now that you understand the importance of content marketing, adapting your strategy to digital will engage and draw in potential. Here are some collective questions for your team or business needed to be mindful about to redefine and develop your content marketing strategy:

What are your content marketing goals right now?

Whatever industry you are in, you need to understand what you are trying to achieve. Do not just jump right in without a logical goal. Here are some examples:

Support. Show support and help your customers through these testing times.

Build. Building long-term trust is important.

Educate. Educating your prospective customers in your industry means you care for them.

Engage. Engaging customers in creative ways is one way of entertaining them so they can have a pleasant time, and it easily builds a business trust.

Depending on your business, but typically it is more about social media engagement, generating more traffic to your site, gaining influence and authority, SEO success, and an increase in sales and revenue.

Who are your target customers?

These are your ideal customers or buyer personas. Identify their pain points, challenges, and behaviors. Once you understand them, you can figure out the content that appeals to them, things that can help them, and what they care about.

It is important to eliminate anything that doesn’t align with your business goals, especially in these trying times. You need to evaluate who your primary audience is. However, it doesn’t mean you will disregard those who are not experiencing so much hardship, you still consider continuing producing content as you normally would.

How do you communicate your brand identity?

Now that you have figured out your goals and target customers, here is now the critical part. How do you communicate your brand identity? Your brand identity is the face or the character of your business and a commitment to your customers. This focuses more on your brand that is available and interested in their business. That your products or services provide solutions that fulfill their needs, whether it is now during the pandemic or after.

This talks so much about how you communicate your concepts, the emotions you want your customers to feel when they interact with your business. It is not just about the logo, the colors, the font, your brand is what the customers perceive when they think of. It plays an enormous part in the success of businesses in every situation.

Brands that are giving back, helping people hold your hand on your business journey, and lead you to the right direction will gain loyalty and a bigger following.

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Think you should know

We have listed the top 3 content trends of 2020 that you should consider:

  1. Video Content. It brings content and copy of life, be it in social media, on your website, in emails, or on a YouTube channel. It is one of the most popular and in-demand platforms in internet space. With the current crisis, advertising with video, webinars, and live virtual events are the most desirable video content to date.
  1. Interactive Content. Research shows that 93% of marketers agreed that interactive content is effective in educating buyers, especially with social media tools such as polls, online quizzes, and shoppable posts that have become part of the norm.
  1. Hyper-dynamic Content. It is a modern way of saying personalized content. Be it an email campaign or a personalized video, consider a specific detail about the consumer. Information such as their name, job title, a specific store location, or even a common interest are ways to make your content more personal and more appealing to your audience.

Final thoughts on content marketing strategy.

Once you understand the message, identify your target audience, the language you want to use, and the platform you want to deliver your message, you can now re-think, re-evaluate, redefine, and develop the content marketing strategy of your brand that is in-line with the current events.

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