Many business owners are in panic mode as the COVID-19 Crisis continues. With sales down, clients dropping campaigns and revenue at an all-time low, it looks like there is no end in sight.
While it may seem like the pandemic is dragging on and taking your business with it, there is a secret to keeping afloat during the crisis and bringing you back to a profitable state after.
We spoke to a number of business owners and CEOs to find out how business is doing three months into the pandemic. We found that many businesses were not doing well, but had learned some very valuable lessons.
We also learned that many businesses were doing better and were actually so busy they couldn’t keep up. While many of these outcomes were dependent on the industry, there was one main factor that helped businesses keep their current customer base (and maybe even gain new customers). That factor: content marketing.
What Do Your Customers Need?
When revenue decreases in a company, the first thing to go is marketing—this is a huge mistake. What your customers need right now is:
- Tips for helping them get through the crisis
- Awareness about your brand and what you are doing to help your customers through this crisis
- Discounts and free services
- Knowledge about what services your brand is providing in a clear and concise way
How can you do this? Content marketing.
Content Marketing During Covid
We get it. You don’t want to spend money when money is tight. But in order to keep your business top-of-mind during this crisis and after is to keep your marketing going and possibly even to increase it. Believe us, we do it, and the business owners that we spoke to also do it.
And they get results.
“The biggest, most pivotal action I took this time around was keeping all of my marketing and advertising in place. I didn’t cut anything. That was my huge, HUGE mistake before—cutting my marketing profoundly compounded many revenue losses. Since then, I’ve sworn up and down that I would never cut my marketing again. Well, coronavirus put that pledge to the test, so I put my money (literally) where my mouth is (not as literally). And I’m so excited to report that it seems to be working already—our leads have returned to a normal range for a few weeks in a row, and last week our earnings jumped 33% back into a normal weekly range. It was a huge relief to see us finally rebounding after 4-5 weeks of really down numbers.” – Jony Gendusa of Postcard Mania
“We saw a jump in our revenue when we decided to increase content production. The decision to invest more in content production originates from receiving more site traffic. The unbelievable increase in our site traffic is probably because of the sheer number of people quarantined at home. With a lot of time in their hands, people are more likely to consume content on the internet to kill boredom. Because of that, we focused on using social media channels since activity in these platforms increased because of the quarantine. As such, it is a wasted opportunity if businesses do not exploit this chance to boost sales.” – Jeremy Owens, Seriously Smoked
Change Your Strategy
But, as we’ve mentioned before, changing up your content marketing strategy during the Covid crisis is key. Providing value to your customers by showing them how you are helping or by providing them tips to get by, is a very important content marketing strategy during the pandemic.
“We feel we were able to add significant value to many during these turbulent times via money-saving tips and ways to help our customers get by financially.” – Adem Selita, The Debt Relief Company
“By creating new marketing and website materials and investing time into community and industry outreach, I have managed to forge partnerships which will help to promote my practice and my personal brand.” – Jamie Bacharach, Jerusalem Acupuncture
Change Your Products
If you use your blog or social media channels to promote your products (and you should still do this), think about the types of products that make the most sense for people in the current situation.
“We immediately pivoted our products towards people who would be spending lots of time at home.” – Tim Grinsdale, Toad Diaries
“My solution is to keep my business on top of people’s minds and hope for the best. I created a free online escape room and I’ve invested some money in Facebook advertising to notify the public of this resource at a time when people are on social media more than ever. Hopefully, when life has normalized a bit more, they’ll remember my business! – David Blackmer, Mobile Escape
Where to Begin
Want to ramp up your content marketing during the Covid Crisis, but don’t know where to begin? Book a strategy session with us and we’ll help you come up with some great ideas to get your customers engaged with your brand again. We offer very affordable content packages for small businesses and we are willing to work with your budget as you work to get your revenue back up. Let us know how we can help!
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.