“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.“
Content Marketing Institute
Crisis Era Content Marketing
The current global pandemic has been an unprecedented time in recent history and it has had a significant impact on the daily lives of people around the world. There has also been a significant impact on the way businesses operate and the way consumers behave. Content marketing is a powerful advertising tool that can be utilized to benefit businesses in these hard times and have a positive effect on consumers. In this article, we will discuss three main trends that have emerged during the Covid19 pandemic and how to address them and three reasons to continue content marketing efforts in these unusual times.
Content Marketing is all about Trends!
Consumer Trends During Covid19
More consumers using multiple devices: More people are browsing the internet from more devices than before, leading to a steep increase in content consumption. There has been a 60% increase in the amount of content watched in the US with the typical American watching up to 12 hours of video a day.
People are using virtual means to maintain relationships: Physical distancing does not have to mean social distancing, and as people stay at home they turn more and more to the internet to stay in touch. For example, Google Meet is hosting 3 billion minutes of video meetings and adding almost 3 million new users every day!
People are practicing self-care more: People are especially concerned with their psychological and physical well-being during this tough time. Evidence of this trend includes the views of meditation-related videos increasing 51% compared to 2019.
What can you do? Connect! Take the opportunity of high content consumption rates to reach new audiences and further establish relationships with customers. If possible gear your content to fit the situation by touching on the themes of self-care or relationship building.
Guest Posting with Accessily is a great way to get topical content in front of your target audience and increase your brand awareness! Also, as consumers are using search engines more than ever it is pivotal to have a highly ranked website (WordPress / Magento) to boost traffic, and guest posting helps with that too by increasing SEO.
3 Reasons to Keep Creating Content During the Crisis
#1 Customers are looking for Distraction
People that are self-isolating have less social contact and that can lead to boredom and anxiety. They want to shift their focus from current global difficulties to solutions and comforts. Brands that can provide a positive content distraction will have a very receptive audience and can create new connections and customers.
#2 Content is a Long Term Investment
There are many benefits to posting content regularly and these benefits accumulate over time. Content creation can:
- Improve brand awareness
- Educate future customers about the business
- Build relationships with new customers
- Increase customer loyalty
#3 Taking a Position is Important
Customers want to see that companies care during hard times, and a lack of acknowledgment of the pandemic can seem tone-deaf. Taking a position in support of the safety and wellness of your customers will create stronger brand loyalty and connection.
Take-Aways: The global pandemic is changing the way everyone lives and the way marketers should behave as well. People now are looking for content to help them in dealing with the crisis and for distraction, and they want to see companies acknowledge the situation. Providing value through content at this time is essential for connecting with new customers and maintaining relationships for the future.
Read more: Content Creation Strategies for “Boring” Businesses
