As the coronavirus has changed the way everyone lives, works, and schools, it is forcing businesses to rethink how they are operating. Major conferences and summits are changing dates for later in the year or going to virtual summits. For businesses, it is time to rethink alternative marketing strategies to continue to keep income-generating while being mindful of prospective customers. Content marketing is a strategy that can be effectively utilized in this pandemic.
Event Budgets Transitioning to Digital Content
For businesses that had allocated budgeting to sponsorship, travel, booths, or attendance of a conference, it is time to rethink and allocate that money somewhere else. Trade shows are huge for businesses to be seen, get their brand seen and share information. Digital marketing can do the same thing just on a different platform.
Digital content marketing needs to ensure consistent, timely communication with prospective and regular customers.
What is Content Marketing?
A strategic marketing approach that is focused on creating and distributing valuable, relevant and consistent content. It should attract, retain, and drive customers to action.
While content marketing started as blog posts, it has evolved and encompasses all digital marketing from email, social media, SEO, ads, PPC, and blogging. It is different than advertising. It gives brands a voice to provide information, tell stories, inspire, educate and form bonds.
Content marketing keeps an ongoing relationship with prospects and customers during and even after a crisis.
Why is Content Marketing the Answer?
Content marketing can increase pipeline generation during the coronavirus. It is a way to still be in front of your audience, even with everyone at home. Digital lead generation is the answer. One of the reasons trade shows are so well attended by businesses is for the lead generation. This can be obtained through digital content marketing.
Adapting your strategy to digital will engage and draw in potentials, it is just using online platforms.
Set Your Content Marketing Goals
A content marketing mission clearly outlines your target audience, the content that you will use to reach them, and the benefit that they will get.
The goals typically are more social media engagement, generating more traffic to your site, gain influence and authority, SEO success, and an increase in sales and revenue.
Once you have your specific goals, it is easy to then create a plan for how you are going to implement strategies.
Buyer personas describe your ideal customers, it includes their pain points, challenges, and behaviors. It is easy to determine where they are looking for information. When you understand them, you can figure out the kind of content that appeals to them. Also how you can help them, and what they care about.
Communicate Brand Identity
The main focus needs to be that your brand is available and interested in their business. That you have a product or service that fulfills their needs, whether it is now during the pandemic or after. It is about how you communicate your concepts, the emotions you want your customers to feel when they interact with your business. Brand Identity is the personality of your business and a promise to your customers.
The brand is not just the logo, the colors, the font, it is what the customers take away when they think of a brand. When someone says Apple, commonly people think, cutting edge, innovative, and connection to clients. These have all been created through a marketing strategy.
Brand identity is going to play a large part in the success of businesses within the current situation. Brands that are giving back, helping people, and sincere will gain loyalty and a bigger following.
Content Marketing Done Right
Understand the message and the language that you are going to use in your content marketing. Establish a connection, give information in blogs that can help guide them without pushy advertising pitches. Utilize testimonials and case studies to show how you helped others with their problems. You may already have a content marketing budget and strategy, but now is the time to evaluate it and look if it is still relevant with the current state of worldly events.