22 Apr Content Marketing Agency tips
Content Marketing Agency tips on making a meaningful connection
Content marketing is not only King, it has become crucial during a global crisis. The current COVID-19 pandemic has put many businesses under levels of strain they may never have felt before. With large numbers in the midst of lockdowns and the threat of uncertain futures and potential closures looming; engaging effectively with your audience has never been more important. For many of us in isolation, being online is the only way we are able to stay connected with the rest of the world and retain some form of normality. So for now you have a ‘captive’ audience, for want of a better word! There is no time like the present to manage and maintain your brand’s message and build meaningful connections.
As a business owner; finding the answers and establishing new approaches to your marketing strategy can be a struggle. This is especially true whilst your mind is marred with the worry of financial uncertainty. As we navigate our way through a ‘new normal’ way of life, how do you make a meaningful connection with an audience that may be distracted by the current crisis?
Prioritise regular posting
According to a report by Hubspot; marketers who prioritise blogging are 13 times more likely to increase their ROI year on year. All too often, brands get sucked into the idea that whacking a blog online will win them website traffic. The truth is, this is only half of the battle.
Yes, regularity is crucial but, especially at a time like this, be sure to provide value to your reader. Posting regular and relevant content builds a strong relationship with current customers and credibility with prospective ones.
Our content marketing agency tips are:
- Post at least once a week.
- Take the time to update and optimise older posts that have performed well.
- Link to other content (be it on your own website or others).
- Always add a ‘call to action’.
- Optimise your content using keywords relevant to your service or industry.
While business may be slower and you have the time, tackle video creation and try creating graphics. This kind of content is unique to your brand, it’s engaging and it works.
Your story-telling needs to be visual and compelling in order to stand out. Creating dedicated content portals and microsites to engage and educate your audience or infographics which are shareable, are all ways in which to grab attention.
Now is the time to give your audience something they wouldn’t otherwise have received if it weren’t for the current global crisis. Unprecedented times call for unprecedented measures and lots of brands are breaking protocol to benefit others.
For example, restaurants are releasing the recipes of their fan-favourite dishes so that their loyal customer base can recreate them at home. Sportswear brands are offering free access or reduced subscription rates to their training apps, while many of their stores that sell their clothes are closed. The training tips and exercises they are offering provides content that is still on-brand and will be of value to their fitness-focused customer base.
The list of content opportunity is endless but the overriding principle our content marketing agency impart with you is simple, be useful! When you do something different, it stands out. When you do something meaningful, it counts. If you are able to, find a way to show your support for the NHS. For example, brands are offering reductions to their services or products to NHS workers. This is a worthy cause and shows your brand’s sense of authenticity.
Create a community
If you can’t meet with people face-to-face, online is the answer. At this time, aggressive sales tactics won’t work but offering advice and uplifting people is the priority.
Listen to what your audience want in terms of content and advice. As an example, our content marketing agency knew that marketing during a downturn was still necessary for the survival and future success of many businesses. We knew that many SMEs may be in turmoil and unsure on the next steps to take. We wanted to create a space where local, Essex businesses could gain support from other companies and free advice, where possible, so we set up a Facebook group for local business owners to join. Creating a sense of community during a period of struggle was important to us and amplified our core value: ‘VerriBerri are passionate about helping businesses succeed.’
Whether you are running a weekly, live Instagram story to encourage discussions among your audience or online talks and podcasts, this kind of content ensures that while your customers may not be able to visit your store or use your service right now, when they are able to again, they won’t forget you. Now is the time to build and solidify relationships, it will be invaluable for the future of your business.
We are here to help
We understand that some brands will be in a better position than others to build opportunity from adversity during this pandemic. However, as many hospitality brands are testament to on social media, even those hit the hardest with forced closures are producing brand assets as part of compelling content marketing campaigns.
If you’d like to learn more about our content marketing agency and how we can help your brand, then get in touch today! Contact us on 01376 386 850 for a no obligation chat with one of our team.