No one could’ve predicted the impact COVID-19 would have across business activities, especially marketing. Throughout the last few months, many businesses have somewhat or completely halted their marketing efforts, as they know their target audience isn’t interested in engaging with them. It’s been trying times, but in adversity lies opportunity, and many businesses may not know how much success their digital marketing efforts could yield right now.
Content can play a crucial role in your marketing attempts. Your competitors might be part of the non-marketers right now, which could give you a competitive advantage in the long run by being more receptive to your target audience. So, if your marketing efforts are struggling to gain traction, keep reading for 4 content tips to drive more success.
Conduct a Content Audit
Content audits are a great way to analyze your content efforts to see what’s working and what might need some more attention. You’ll want to keep in mind your target audience, as well as the ongoing circumstances in order to generate content that will get engagement during these times. If you think a content audit is something you could benefit from, visit our previous blog about how to perform one.
Video content has gotten much more popular in the last few years, and with many people at home on their devices during the day, there’s a better chance of it getting attention. Videos that perform well discuss a product or service catered to a target audience that they are interested in or actually use. In order to engage your audience with video content, keep it simple at first and talk about the products or services you provide and how they could be useful in the current times. You could also discuss how you’ve helped your community, tips for staying positive, and let them know you’re there for them.
Create Relevant Content
The video content we just discussed is a great example of creating relevant content for what’s going on right now. What information do people need right now? This could include motivational articles, tips for adjusting to working from home, or supporting local businesses. If you have an idea of the demographics of your target audience, you can cater to their interests and needs and create really relevant content.
Don’t Hold Back on Content
If you have an idea, push it out. Having a solid inventory of content will better prepare you for when things begin to pick back up, and they will. Content creation is one of the more affordable strategies you can implement at a time when your marketing spending might be reduced. Get creative and use images and videos, but remember to give it purpose.
Keep your marketing efforts rolling as best you can so you don’t have to start from scratch when things pick up again. If you’re putting your brand and voice out there while your competitors are sitting back, you’re going to get the attention from consumers who are still interested. Keeping up with content is also just a good way to experiment with your ideas. Sometimes pieces won’t perform well, but you’ll never know what works if you don’t try.