Content marketing strategies help businesses move forward but only in the event that they are relevant. Unfortunately, the COVID-19 pandemic changed everything, from search marketing to business management. You simply cannot use the same strategies you did in the past if you want to be successful. Given the current pandemic, here are some effective marketing strategies that can be used and adapted so that you stay relevant to the market.
Always Keep The Audience Engaged
This should be your number one priority with every single content marketing strategy you create. Due to the impact of the coronavirus, it is more important than ever to get this right.
Many brick and mortar companies rely on the use of YouTube and Instagram to engage the audience. This is a great idea and can be taken into account in order to establish a better marketing strategy. Also, it is always a good idea to be completely upfront about everything, including the challenges that you are faced with. Send an email to your customers if you can and address issues on social media channels.
Create Clear Marketing Messages
Now is not the time to reinvent the wheel. You should not focus on very complex marketing strategies. This is because they can quickly get expensive and might not bring in the desired results since it is much easier to fail with something complex than with something simple.
The content marketing strategy that you building during the COVID-19 pandemic should be as simple as possible. This automatically means that messages have to be very clear. For instance, if you want to talk about the benefits offered by your product/service, list them in bullet points instead of creating a video that complicates this presentation.
Generally speaking, marketing messages drafted during such dire situations have to aim to soothe, support and empathize.
The biggest mistake that you can make right now is to stop posting on your blog, social media pages and so on. This is because the lack of activity will hurt you in the future. Remember that SEO ranking algorithms still work exactly the same as before. Also, eventually, this pandemic will disappear. If you are dormant right now, you will lose a lot in front of the competition that did not make this mistake.
While it is impossible to know what will happen in the future and when the pandemic will end, preparing for all possible scenarios is a great idea. When thinking strictly about content creation, focus on evergreen content that will be relevant after the pandemic is over and do not rely on quick gains that are generated by what is happening now.
Always Set Up Guidelines For Pandemic-Related Content
Obviously, there is no way to avoid talking about the COVID-19 pandemic and it is a good idea to be transparent by sharing updates about what happens. However, this should not be randomly done. We are faced with countless sensitivities that have to be navigated. Set up clear guidelines that apply for all the content that is created during this pandemic. This is especially important when you mention the virus or the disease in any way possible.
The last thing we should mention is that you have to manage the expectations of your clients and you need to be proactive. This is especially the case when referring to adapting the marketing strategies that you use right now. Communicate changes so that everyone responsible is aware and make sure that all guidelines are respected. Remember that the choices that you make now will impact your business in the future. Do not blindly focus on what you lose now and adapt the content marketing strategy based on that. You need to still keep your eye on the prize, which is in the future, after the COVID-19 pandemic passes.