Content marketing is known for its flexibility and nature that provides solutions to industries of all kinds. Not only is it the primary form of marketing in modern times, but it also holds all the affairs together of digital marketing. In the past couple of months, however, content marketing has been shaken up much like any other facet of life. Not only the ongoing crisis has changed the approach of many, but it is also forcing them to pave new ways to achieve their marketing goals.
However, content marketing in the ongoing crisis is about more than just the usual occurring of online marketing. Whether you know how to create a Wikipedia page, make blogs or social media networks, the revamped approach that moves the wheel forward requires a revision of some of the vital pillars of content marketing. However, to understand these changes and adapt accordingly, we need to follow a simple map of what to do and what not to do.
Things To Do: Extraordinary Measures
Ever since the spike of new coronavirus cases went up in the mid of March, the situation of businesses around the world changed direly. Not only did it warrant businesses to adapt accordingly, but it also forced them to pave a new way to ensure their ongoing ventures at all. While many unfortunate ones succumbed to the economic collapse caused by Covid-19, many of them are still surviving and some of them are still thriving.
What exactly is it that they are doing that makes them successful? While the answer is not definite, what you need to see is their core approach. You know the old saying “Desperate Times Call For Desperate Measures.” While that is the case in many problems, in this situation, brands required extraordinary measures. Such as one brand delivering the goods at the doorstep while the deliverer is wearing a full-protection near-hazmat suit.
Things To Avoid: Desperate Measures
The above-mentioned quote should have been here, but we are trying to avoid that point altogether. While some brands took extraordinary measures for the sake of their survival and customers, some saw it as a business opportunity. The nature of marketing of any type is brutal, but this approach is below moral and should not be used. For instance, those who hogged the essentials and tried to make a benefit out of the situation.
While that is not only a bad and desperate marketing approach, it is downright wrong. What you need to be doing is to avoid everything that comes inches into relation towards something negative. Therefore, desperate measures should be avoided at all costs. Because sooner or later, this cloud will go away and you would not want your image to be ruined by the time it does.
What To Do: Spread Positivity
While times like these, it is tough to keep the head straight and think right, it is important to get your priorities right. If a consumer or content reader\viewer finds your content positive and uplifting, chances are they will be loyal to you for the foreseeable feature. That is why it is important for brands and companies to not only keep their approach positive but to also spread it among their consumers.
One brand took it to the next level when they provided free courses to the less fortunate. Not only did they spread positivity by a simple and harmless act of kindness, but they also granted their name with the brightest shining light.
What Not To Do: Spread Fallacy Or Fear
While it is uplifting to see how crisis like these can bring people together, on the other hand, it is saddening to see how some people see it as a method of making fortune. Some of them include the kind of businesses that saw it as an opportunity to increase their sales. While wearing a T-shirt with obscene words towards Covid-19 does not affect the virus or the infected, many are making cash out of selling such ridiculousness.
We talked fallacy now let us talk fear. Some brands, specifically those who are protecting sorts, have used content marketing as a means to enthuse fear in the heart of people. While we talked about something wrong earlier, this is downright ugly. Moreover, it is demeaning to the nature of content marketing, which is to teach and educate the audience with facts. Therefore, it should be avoided at all costs.
What Is Important: Integral Marketing Approach
You see, you should not see this as an opportunity or wrath of God. It is neither. In such times, do not stray from your integral marketing approach and think of it useless. Many brands and marketers have changed nothing about their approach but they are working day and night. That is why it is important to understand these things to come out of the top when it all ends.