Content Marketing
Posted By Humphrey Bwayo Posted On



The recent pandemic didn’t just capture the global spotlight; it held the global economy by the throat. With international businesses on their last straw, projects stalling, and a general sense of uncertainty, the hope of a light at the end of the tunnel seems to be fading away. The good news (which unfortunately seems to be in very short supply these days) is that, amid chaos, there’s an opportunity —in one form or another. Content marketing is an opportunity, especially during these times of uncertainty, for your brand to stay afloat.

A decade ago, if anyone told you that at one point, you would have to market all your products and services virtually, you’d probably laugh it off as a bad joke, right? Yet, here we are. Social distancing, working from home, and conducting product marketing on zoom is the new norm. It gets worse for individuals in businesses with clients who believe in “seeing is believing.”

Pandemic Impact on Digital Media

As global businesses experience shifts from survival to recovery mode, one thing is certain—things will never be the same again across all spheres. If anything, the pandemic has accelerated preexisting trends reshaping content marketing and operations.

If you have been keen, you’ve probably noticed there’s been an increase in digital media investment as a result of necessity due to massive store closures and event cancellations. While international analysts have projected a rise in global digital marketing budgets, this development is likely to surpass everyone’s expectations following the pandemic.

According to McKinsey, business and digital consumer adoption have vaulted about five years forward in eight weeks. Overnight, the entire content marketing space has experienced an evolutionary leap, and this time, there’s no turning back.

Your Content Marketing Efforts Shouldn’t come to a halt due to a Pandemic

If there’s a time you’d want to maximize in content marketing, it’s now. Most people all over the globe are stuck at home dealing with the new curveballs presented by the pandemic, they are consuming content more than ever.

Think about your audience for a moment. Try to think about how their needs have shifted. Most of them are probably working from home. To get to their clientele, they have been forced to shift their business model. For many individuals, this is unchartered territory. Due to this shift, people are fast at work, researching new ideas and solutions that will fit their latest adjustment.

This makes the pandemic a perfect time to create personal branding and thought leadership content. Make it a point to network with others as they research for solutions. They will remember you post-pandemic even though content marketing is not going anywhere. As a content marketer, you still need to adapt to a content marketing strategy that is in line with the changing world.

How can we achieve this?

Re-evaluate your goals

Whether you like it or not, you might need to make changes to your content marketing strategy. With the pandemic, all if not most of your audience’s wants and needs have been altered. There’s a need to factor these into your content marketing strategy.  Furthermore, during the pandemic, we are dealing with limited resources; there’s a need to make tough decisions.

This means going back to the drawing board and taking a fresh look at why you started your plan or project in the first place. Trying to use the same strategy you had pre-pandemic without making any changes could make things worse than they already are.

Put your audience needs first

Remember, a good content marketing strategy always addresses the needs of the audience. It goes without saying that your audience needs to have shifted during the pandemic. But the main question here is, has your content changed to meet those demands?

First, consider the worries and challenges that your audience is facing during the pandemic. Then develop a strategy that directly addresses those concerns offering a sustainable solution.

Develop an internal marketing initiative

Don Schultz, one of the most outstanding marketers of all time, and arguably the father of integrated marketing, once said that “internal marketing is more effective than external marketing.” In the current condition, this is truer than ever. It might not be the best time to make more content, but it might be the best time to make content work better.

If you are a content marketer in an organization, you can start by developing a simple email newsletter for your colleagues informing them of your new content and the different ways you are going to use it. These can range from weekly podcasts talking about the company and how it is overcoming current obstacles or something as simple as a slack group.

Remember, your staff are a valuable marketing asset. If they don’t believe in your product, no one else will.

Make use of videos

Videos have proven to be a top player when it comes to the content marketing game. Great videos can garner engagement from your audience. Making great videos isn’t a walk in the park, and you might need to dig deeper into your content marketing budget.

Including engaging videos in your content marketing strategy will pay off. If you have limited resources, you can still practice making captivating videos with third-party services such as Lumen5.

Work on your SEO

Search engines are the first stop for people looking for answers they can’t easily find. A great content marketing strategy needs to maximize this opportunity. Developing top-quality content will make it easy for new readers to reach you.

SEO begins with having the right keyword and phrases. Make sure your keywords fit your target audience. For best results, make sure your keywords appear:

  • About three times in your blog
  • The article titles
  • H2 Tags
  • Alt text of images

Following these practices will boost your content ranking on search engines.

Focus on what works

By now, you have a firm understanding of what works and what doesn’t. This cuts across all your offerings, blogs, and social media networks. In short, the grand experiment is over.

So, what do you do with the things that do not work? Well, you clean house. But before you begin, you need to figure out what you are doing on each social channel to each audience. Cleaning out gives you the chance to focus your attention on what works, placing more effort into accounts with a substantial following.

This is very important, especially if you opened a social media account with every social network under the sun.

Bottom line

As you ramp up your content marketing strategy amidst the pandemic, you need to make an allowance for mistakes. This pandemic is unlike anything we have seen in the last millennium, and no one has an effective method to deal with it.

While no one can predict what the future holds when it comes to content marketing, one thing stands true. No matter your industry or budget, putting some effort into improving your process, client relations, content creation, and team operations is essential to achieving a highly effective content marketing strategy.






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