Why Covid-19 has taught content marketers the importance of going back to basics

Why Covid-19 has taught content marketers the importance of going back to basics

A former journalist and options author, Carrie made the transfer into digital advertising and marketing six years in the past and has since gone on to create compelling content material for among the UK’s main manufacturers. Head of content material at The Greater Boat, Carrie manages the corporate’s content material advertising and marketing providing, utilizing her lifelong ardour for the written phrase to pen manufacturers’ tales and construct out efficient content material methods to assist meet purchasers’ enterprise goals.

Covid-19 has modified the way in which through which the world works and, like each different business, advertising and marketing discovered itself in turmoil in March 2020. As client priorities and behaviours dramatically altered, advertising and marketing methods naturally needed to fall in line or by the wayside.

Manufacturers navigated ahead rigorously, questioning whether or not they need to pivot technique for the local weather and even proceed advertising and marketing in any respect. Though many campaigns had been inevitably scrapped after months of arduous work, the reply at all times was that manufacturers ought to by no means go quiet on their clients – definitely not throughout a interval of such uncertainty. Advertising and marketing ought to cautiously keep it up.

That mentioned, whereas the goalposts of the advertising and marketing panorama could have been moved barely, the important thing rules of content material advertising and marketing remained the identical. And as many now contemplate the learnings of 2020, as an alternative what groups ought to take from a tumultuous 12 months is that they want to return to fundamentals and remind themselves of what’s inherent as content material entrepreneurs. Nothing has modified in that respect. They merely wanted to do extra of what’s elementary in reaching out to audiences and constructing significant relationships.

Present content material of actual worth

Overarching enterprise goals tied to content material output could also be to drive conversions however to be efficient, entrepreneurs actually should look deeper than this – and way more quick time period. Audiences see straight via self-serving content material that’s written for the aim of clinching their buy. As a substitute, content material that solutions their questions, offers options to their ache factors and is in tune with their wants builds relationships. Because of this, that laser concentrate on a model’s audience has by no means been extra very important.

Many manufacturers efficiently pivoted their content material methods throughout lockdown so as to add actual worth when it got here to answering their clients’ on a regular basis issues – changing into a go-to useful resource. Pizza Categorical, for instance, switched content material focus to supply mother and father inspiration for enjoyable video games and actions at house, whereas Joe Wicks’ almost-overnight on-line PE educating success was solely all the way down to his potential to learn his viewers and supply uplifting content material to enhance well being and mindsets.

Empathy and authenticity to earn belief

In instances of disaster, sincere and human-centric messaging fosters a way of group and may solely enhance and strengthen buyer relations. It ought to embody messaging that pertains to how the viewers is feeling. In different phrases, advertising and marketing by its very nature is empathetic.

Good content material entrepreneurs guarantee any such comms programs via the veins of each piece of printed content material. It’s the explanation manufacturers create content material – to be there for patrons.

However, earlier than that, it’s essential to step right into a client’s sneakers to know their emotions, needs, wants and grievances. On the peak of the pandemic, content material entrepreneurs merely needed to proceed to do what they do finest and main with empathy was a sure-fire solution to get on individuals’s radars. However that is the way in which to nurture nice connections, whatever the local weather.

Perceive the significance of flexibility

It’s taken a worldwide disaster to remind content material entrepreneurs of the essential want for agility and suppleness inside methods. Within the final 12 months, there’s been a seismic shift in client behaviour and it meant that pre-Covid-19 plans and comms had been not related. Plan B was wanted – urgently. It’s unattainable to plan for the sudden in each situation, after all, however to not adapt shortly (and with confidence) could become detrimental to a enterprise’ fame.

From right here on in, it’s a smart transfer to keep in mind that no content material technique or comms plan could be thought-about ‘ultimate’. Content material entrepreneurs preserve their finger on the heartbeat of business information and updates and are alert to occasions affecting the world – however the potential to shortly pivot present content material and reassess relevance of deliberate campaigns in these instances is essential.

Content material advertising and marketing is unbelievable for showcasing companies because the thought leaders they’re and making certain they emerge as a dependable, authoritative useful resource. However whether or not manufacturers are in disaster administration mode or not, finally, it’s not about them. It’s about assembly the wants of consumers and serving to to deal with their issues.

Cautious reflection and planning, viewers perception and suppleness will assist groups to delicately navigate unexpected circumstances – however this isn’t a brand new studying. Merely put, it’s what content material advertising and marketing is.

Photograph by Andrew Neel on Unsplash

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