How is your content strategy working? Have you determined the challenges your clients now face? Is your content and messaging across all platforms resonating with your target market?
Earlier this year in the Marketing Direction newsletter, shortly after the pandemic struck, we cautioned against dialing back company messaging to clients. Not only does this tactic create a vacuum around what your brand believes, it may also lead others to draw their own conclusions about why your company has gone silent. We urged readers to address current circumstances appropriately and to do their best to control the message.
‘Appreciate what your prospects and clients are going through, adapt your offering as it applies to their current needs and connect with them throughout your company messaging.’
Now, as we look ahead to what 2021 will bring, these words of advice are especially significant.
Silence is not golden
In the earliest days of the pandemic, a lot of companies put the brakes on new content. Several months later, we’re seeing brands tip-toeing around the subject without any level of commitment. Those who have remained successful throughout these challenging times have redefined their content strategies to reflect an acceptance of a new ‘business as usual.’
While the events of 2020 have helped to create an immense amount of content potential, it has also led to a high degree of uncertainty regarding what to share. Brands have been hesitant to address current events for fear their messages will go viral for all the wrong reasons. The question remains, however: do you re-address the situation now at the end of the year?
“The answer is a resounding yes,” says Kristen Thompson, Lead Marketer at Marketing Direction. “Even though we’re eight months into the pandemic, it is still top-of-mind for most people as it continues to affect our daily lives in one way or another.” Most notably, Kristen adds, this pandemic affects everyone, regardless of age, race, income or geography. “So, there is a sense of ‘we’re all in this together’ comradery. Therefore, brands shouldn’t just ignore it and pretend it doesn’t exist anymore.”
A Forbes Agency Council recently discussed some of the changes business marketing has to go through to succeed in a post-pandemic society. One of the key points outlined was on creating ‘zero degrees of separation’ between companies and their audiences. While traditional forms of customer interaction may not yet be possible, in-person sales calls, trade shows, and customer relationships are still essential.
“You can set up calls on Zoom, Teams, etc., but your real asset is engaging content,” says Council member Mirella Vitale. “Let your storytelling create the pull for customers to call you in.”
Tell us a story
Producing quality content that is relevant is one of the most difficult challenges faced by marketers and business owners alike. The very definition of content marketing ‘involves the creation and sharing of online material that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.’
Some of the most viral content over the past few months has been around people’s creativity and innovation in the face of adversity. People are interested in and inspired by ways that others have found to thrive and still enjoy life during the pandemic. That goes for businesses, too.
“Tell a story,” suggests Kristen. “People remember engaging stories, making them more apt to share what you have to say. Be sensitive to the current situation, especially from your customers’ perspective, and be transparent.”
If you’re unsure what to say, Kristen offers the following suggestions:
- Highlight how your business model has evolved, and maybe even grown. This could be a new product or service offering you developed in response to the changing priorities of your clients.
- Illustrate how your team has evolved. Tell some success stories about how remote work has positively impacted one or more employees.
- Explain how your team was able to conduct charitable work in the community. Maybe your business has remained successful during these past few months prompting a desire to go out and help others less fortunate.
- Acknowledge employees, clients and partners for their continued support. The holidays are a great time to say thanks, provided it’s sincere and not self-serving. Be specific such as noting how a business partner went above and beyond to help or recognizing a team member who came up with a new way to meet current demands.
Be relatable
As Kristen reminds us, people do business with who they know, like and trust. Make sure your content doesn’t sound corporate and sterile, but instead makes you more relatable. Be real as that will resonate with your audience and foster more connections.
“I think that the focus on human element, audience and empathy should continue as a mainstay of content,” states Content Marketing Writer Jennifer Goforth Gregory in an article for ClearVoice. “Brands who overlook this often create content that feels flat and doesn’t truly connect.”
Kristen’s advice is to be empathetic and authentic in your response and content. Put an emotional touch on your content across all platforms. “In this climate of fear and continued uncertainty, being relatable and trusted will go a long way toward being remembered.”
