How To Be The Best At Content Marketing During A Pandemic
We are living in unprecedented times. These are uncertain times. It's a bad moment. These are all phrases that have been used to characterize the current pandemic. But how does this affect your content marketing, thought leadership, and personal branding efforts? Is it possible to maintain your content marketing in the event of a pandemic? And how can you use this time to not only "get by," but to flourish with your content marketing strategy? Let's address these and other concerns.
The need for content is still tremendous. Even when individuals are confined at home or dealing with the new challenges that this virus has thrown their way, they continue to consume material, and in some cases, demand for content has even increased.
Consider your target audience for a moment. Consider how their requirements have evolved. Working from home is becoming more popular. They may have had to adjust their company model in order to reach clients. This is uncharted ground for many. As a result, employees are working quickly and looking for fresh solutions to meet their latest changes.
As a result, now is the most important time to start developing personal branding and thought leadership content. Connect with people when they're looking for solutions, and they'll remember you long after the crisis is through.
Even if content marketing is here to stay, we must adjust our content marketing strategy to the changing environment.
What's the best way to go about it?
Let's look at the precise changes you can make to your content marketing strategy in the event of a pandemic.
You've probably figured out what works and what doesn't by now. This holds true for your products, blogs, and even social media networks.
So, what do you do with the items that don't seem to be working? You're the one who cleans the house. This helps you to concentrate more of your attention on what works while letting go of what doesn't.
This is especially true with social media platforms. You may have started by creating every social network account under the sun, and now you have a slew of profiles that are rarely used. It's time to cancel such accounts and concentrate your efforts on those with a large audience and high levels of interaction.
Your content library is no exception. Examine what information is accumulating dust on your shelves; it might be old, obsolete, or just no longer fits with your brand image. Clean it up and see what you can rescue, clean up, and update for today's audience.
Right now, your human side is perhaps your most significant asset. People desire to connect during this catastrophe. They don't want to engage with a faceless corporation that merely parades its latest items while attempting to sell them something. They desire to communicate with others.
As a result, make your brand as personable as feasible. Showcase the qualities that make you human, such as generosity, humor, self-awareness, and humility, to name a few.
You may, for example, provide client testimonials that demonstrate how you've assisted them through this difficulty. You may even demonstrate how members of your staff are dealing with the situation while assisting clients. All of this emphasizes a very personal part of your business that is critical to building relationships with your audience.
While brief blogs and social media postings are excellent content marketing tools, they should only be considered appetizers. But you'll need something to eat for the main course — the steak, if you will. This is a more mature, lengthier piece of information that will pique people's curiosity. It might be a white paper, a video, a checklist, or an ebook.
You should take the time to make your offer truly unique, regardless of the structure you pick. Put all of your knowledge and experience into it. Develop it to be the pinnacle of your content portfolio.
Not everyone will appreciate your offer; some folks come only for the appetizers. However, it will be a fantastic tool to identify and nurture those who have a genuine interest.
Video is still a major element in the content world. Video has been proved to increase viewer engagement. Everyone agrees that video is where it's at, whether it's customers, executives, or other marketers.
I realize that shooting video might be intimidating. It does, however, become simpler with practice and is well worth the effort. Why not use a tool like Lumen5 to help you make low-stress films from blog entries you already have on hand?
As you gain confidence, you might begin to videotape yourself. To do basic editing activities, all you need is a smart phone and an app on that phone.
Once you've mastered video, it'll open up a whole new world of possibilities for you. Video may be used to...
- Discuss the current state of the industry
- Introduce new items to the market
- Interview people who are experts in your industry
- Share a behind-the-scenes look at your day at work
- Introduce your team members to the audience
There are several methods to use video into your marketing approach.
It's time to give your content marketing strategy a good spring cleaning. Examine your strategies and ask yourself if they are appropriate for this epidemic. If it doesn't, toss it out.
Consider what themes are on your content development calendar as well. Determine which issues are still relevant to your audience and which should be postponed until after COVID-19.
Now that you've "cleaned house," it's time to consider what strategies would work best for your brand during the epidemic. Should you increase your social media spending? Is today the right moment to collaborate? Should you continue to work on your personal branding? All of these are important topics to consider when it comes to your brand and what's going on in the globe.
You've most likely been doing this if you've had a successful content marketing plan. The audience's requirements are constantly addressed in good content.
Of course, your audience's requirements have altered as a result of the epidemic. The question is whether your content is evolving to match those demands.
Consider your audience's concerns and issues during COVID-19. Then devise a plan that addresses those issues and, in certain cases, offers a solution.
It's tough to tell how content marketing is doing in these unpredictable times. Things can shift abruptly and without notice.
What's our advice? Don't get too worked up over the small changes you observe in your content marketing efforts and ROI on a daily basis. Take a break from your analytics dashboard and concentrate on content production and audience engagement.
You may get stressed out just like watching a football game if you overanalyze every play, every fumble, and every missed chance. Before you start thinking about your squad, it's better to take in the entire game. In the same way that you should strive to absorb the large picture in your content marketing and personal branding, you should try to absorb the big picture in your content marketing and personal branding. Concentrate on doing your best and waiting a few months to see how the stats turn out.
Despite all of the high-tech tools available for content marketing, SEO remains one of the most crucial strategies.
People's first option for finding solutions to their inquiries is Google and similar search engines. You can ensure that your high-quality content reaches new readers by committing effort to SEO best practices. Your organic reach may explode if you take the effort to get your material on Google's first page.
The appropriate keyword or phrase is the first step in SEO. Choose keywords that are relevant to your audience's queries yet aren't too competitive to be out of reach. Then double-check that your keywords appear in all of the appropriate locations throughout your article, including...
- 3-5 times throughout your article
- Description (meta)
- Images' alternative text
- Tag H2
Keeping such SEO best practices in mind will assist to increase the exposure of your content.