During a crisis, in this case, a pandemic, brands tend to turn on the panic mode. Forget content marketing, which, regretfully, is not a concern in the region. Brands hit the brakes on marketing spend, questioning the value of marketing rather than their approach to it.
In a world dominated by seemingly effective and efficient digital and social media ads, it is easy to get caught up in linear thinking, where there is a cost, and there is reducing it, without taking into consideration the 3rd-dimension, content marketing.
Content marketing provides infinite possibilities to get out of a crisis stronger. Additionally, these possibilities are intuitive and native to your content marketing strategy that you can reap the benefits effortlessly.
How can content marketing help you our of a crisis?
Content marketing identifies your audience and their needs. Needs that change during a crisis and will mandate a change in communication. You cannot approach your audience with the same message that you were using pre-crisis.
Knowing your audience, their concerns, and their troubles, allows you to offer them a solution. Your product might not change, but you can change how they perceive it as a necessity, a way out during a crisis by changing your messaging.
Facing a crisis, you will turn on survival mode, focusing internally on your business. Content marketing will help you focus on your community. Your brand is a part of a community if they thrive, your business will flourish. Through content marketing, you can reach out and support your community, be it free advice or a product designed to ease their woes.
While digital advertising is about spending more money, content marketing is about reaping the same benefits organically, whether it is by ranking high on a search engine, receiving higher engagements on your social posts, and building authority and authenticity.
Marketing in a global pandemic can be tricky and hurt your reputation. Content marketing takes care of this, making sure you don’t get sanctioned by your audience and at the same time you won’t sound like you are singing out of tune.
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