How to market content in times of crisis?
In a context where digital acceleration demands constant updates, companies must adapt their strategies in order to remain competitive in the market. On the other hand, the needs of consumers also vary and content marketing is presented as an ideal strategy to provide them with answers.
In this article you will find the information you need to create a value proposition that helps your company overcome crisis situations.
THE IMPORTANCE OF ADAPTING YOUR CONTENT MARKETING STRATEGY
Transmitting confidence to consumers and providing them peace of mind are key factors in times of uncertainty. To achieve this, it is vital to adapt your content marketing plan in order to generate a positive impact and guide the company towards a rapid recovery.
Adjusting the content marketing plan is essential to maintain a close commercial link with consumers and potential clients. Creating such a strategy involves publishing quality and relevant content on platforms that your Buyer Persona uses frequently. Hence the importance of being aware of their interests and working based on them.
If you adapt to their changes in consumer habits caused by a crisis context, customers will value it a lot and will not hesitate to choose your company’s products or services again.
ORGANIC CONTENT MARKETING TIPS
We know that times where uncertainty lurks can be difficult for companies to address, that is why below we will give you some suggestions that have worked for us to navigate them successfully.
TRANSMIT A CLEAR AND TRANSPARENT MESSAGE
Today people place their trust in those brands that are more humane and prioritize close contact with customers. Therefore, it is not necessary that in a crisis context you continue to do content marketing as if nothing had happened. Instead, it is preferable to explain what situation the company is in and communicate the measures that will be taken in this regard.
To achieve this you must build a transparent and clear message but with a close tone that makes users feel understood and content.
GENERATE CONTENT THAT INVITES TO INTERACT
During crises, people seek moments of relaxation more frequently. In addition to offering products online, consumers expect brands to entertain them.
Create dynamic content that is fun and adds value at the same time. Interaction is a key aspect to increase engagement. The more actions users take on your platforms (blog, social media profiles, email marketing campaigns), the greater the visibility of your content and, therefore, the recognition of your company.
DO NOT DISCONTINUE YOUR SOCIAL NETWORKS
The need for brands to have a presence on social networks is nothing new, but many tend to neglect their accounts in times of crisis. Sometimes it happens that because they are attending to other fronts, they put aside these communication channels.
Doing that is a big mistake; on the contrary, you have to make the most of the bond that has been consolidated with the audience and sustain it with a content marketing strategy that adapts to the moment, as we mentioned above. So now you know: don’t stop posting and encouraging feedback with your followers through interactive content.
START CONVERSATIONS WITH A CLOSE TONE
Communicating in a close tone does not mean sharing the content that is fashionable or having a presence on the social networks that are trending. If these actions are carried out without a goal, you will be wasting efforts in vain.
Show your target audience who is behind the brand, put a face on your company. People do not find motivation in interacting with a logo; they look for a voice, a familiar face that generates empathy. Content marketing can also – and should – be dynamic and fun, you can see this by creating Instagram stories where you tell what your role is in the company and what concrete measures you are taking to help overcome the crisis.
ADAPT YOUR CONTENT TO THE NEEDS OF CONSUMERS
Once again we will emphasize this point: focus your content on the interests of your ideal clients. To find out what they are, you can practice social listening, that is, research on different digital platforms what your audience is looking for.
From this objective you can start investigating blog comments and social networks, both yours and those of the competition. The clearer you are about the needs of the people you want to reach, the better you can respond to them.
USE CONTENT MARKETING LIKE A BRIDGE
Regional or global crises affect not only markets but also consumers. It seems like a very simple premise; however it manifests the need to focus on customers instead of focusing only on the problems of the company.
Use content marketing to build a bridge between your brand and your target audience. Strengthening that bond will help you recover from the crisis and come out much stronger.
by Brenda Cobeaga – first published on Entercomm.