About two weeks into quarantine, once the length of coronavirus stay-at-home measures became truly apparent, I felt a pressing desire to reconnect with old colleagues and friends.
It wasn’t just me. All at once, it felt like everyone was checking in each other people, working to gain insight into the true reality of the situation.
As unique as our professional experiences were, they were a lot of similarities.
Two things also became overwhelmingly clear:
- The marketers we talked to were planning to invest more in content this year than ever before.
- We had become very well positioned to help. Over the past year, we have been scaling up our graphic design and marketing capacity, as well as envisioning more project-based services.
The first-hand stories we heard from our friends were reiterated in overall industry trends.
Marketing budgets are getting cut
In response to economic uncertainty, companies are decreasing marketing budgets.
US spending on search advertising will decline by between 8.7% and 14.8% in H1 2020 – removing $6 billion to $8 billion from promotional budgets, according to eMarketer.
Canceled events are taking a toll on lead gen
Stay-at-home measures mean events of all kinds are canceled, a massive blow to one of many companies’ primary sales and lead gen channels. While webinars are filling in some of the gaps, they aren’t enough on their own.
Content converts, particularly now
Content has always played a key role in supporting all parts of the sales funnel: increasing overall awareness, generating leads and nurturing leads through close.
On average, conversion rates are six times higher for companies using content marketing, according to Aberdeen Group.
But in the present coronavirus environment, content offers the unique advantage of rewarding time rather than financial investments, and it can promote a variety of expected outcomes.
Content can help you sell to your company’s future products and services. For example, let’s say you’re creating a new product to address coronavirus disruption in your industry. You can publish thought leadership content today that promotes the benefits of an ideal solution, drumming up demand in anticipation of its official launch.
Content can also help you highlight evergreen features that are always advantageous. If your product has a short deployment timeline, create content that highlights this value.
Content marketing supports the entire funnel
When we talk about content, we’re not limiting our conversation to long-form content, which is extremely influential but not the end-all-be-all. We’re referring to:
- Blog posts: Great for lead generation through SEO and can be shared across every channel.
- Infographics: Increase your reach; other companies love to share these.
- Email marketing: As sales cycles shift (and possibly lengthen) email helps you stay top of mind.
- Press releases: Distribute company news publicly while validating market leadership and generating coverage.
- Byline articles: Wonderful for thought leadership, boosting SEO and increasing awareness.
- Research: Identify yourself as the expert in your category through independent research. For inspiration, check out how we helped Adlucent capture attention during Amazon Prime Day last year.
- Long-form content (eBooks, whitepapers, etc.): When hosted behind a gated form on your website or an ad, it directly generates leads. Repurpose this comprehensive content by turning it into more digestible thought leadership byline articles and blogs.
How to outsource content projects
Given the new urgency to create highly relevant and engaging branded content, we are now offering project-based services that help you grow your business without the commitment of a retainer.
We’ve always believed one of our biggest differentiators is that everyone on our team is a great writer.
Our new focus on end-to-end content marketing services means that we can help you write, design and promote content for any audience.
We’d love to talk with you about content ideas you’re mulling over, content types you’re considering or campaigns you hope to launch.
In addition to offering more project-based services, we’re also now offering a free, 30-minute consultation to our contacts. Take us up on our offer by emailing us at [email protected].