Having worked in publishing for around 20 years and having run my own business for the past four years, I’m used to challenging times and difficult economic situations, but nothing has compared to the past few months, and nothing is likely to compare to the impact the coronavirus pandemic will have on businesses in the weeks, months and even years to come.
With so much uncertainty, it’s easy to see why many organisations look to focus on their core products or service, transferring attention away from elements such as content, marketing and PR, which are deemed less important to the day-to-day task of rebuilding a business.
What shouldn’t be forgotten, however, is just how important these elements are to business, whether in terms of getting your story out there, getting your brand recognised in what can be a crowded market, or developing and maintaining contact with customers, potential customers and other stakeholders. Content is the ideal vehicle with which to do all this and more.
The coronavirus lockdown has shown us just how much humans need connections and – even though these have been happening differently over the past few months – they’ve been essential to us all. The same is true for business relationships. It’s been interesting to see how different companies have communicated with their customers during this time – from statements regarding their response to Covid-19 and how they’re helping their local communities, to new learning opportunities or insights into how a business operates. In some areas it’s been a great time for interesting, unique content and those brands that have taken this opportunity are benefitting from increased interaction and goodwill that will undoubtedly bring benefits as more businesses are able to reopen.
Now isn’t the time to stop, however. The difficulty can be knowing what content to create and how/where to share it. Pre-coronavirus, the B2B sector was, to a large extent, guided by events and trade shows, with large amounts of content developed to highlight, promote and follow up on major industry events. With these on pause, consider a more consistent content strategy that can reach as wide a variety of people as an international event. So, daily social media activity, weekly email updates, monthly input to trade magazines, and so on.
The key is to find out what your customers need to know and deliver that content. For example, many people are currently discussing the role of touchscreens in public spaces, or how to handle shared devices in offices or schools. Can your company offer thought leadership here? If so, now’s the time to write that blog and make sure the audience knows the resource is available.
Above all, whatever content you produce, make sure it’s original, creative, useful and it has integrity. Coming out of this pandemic and customers will more than ever be looking for companies they can trust and that value them. The right content can make sure you are front of mind and ready to deliver just that.
To find out more about the content marketing services offered by Beacon Creative, contact us on jo@beaconcreativeservices.com
