Why Your Marketing Campaigns Must be Centered on Content Going Forward

The coronavirus outbreak challenged and shook the fundamentals of business practices and functions.

8 months ago   •   2 min read

By Lisette Hettinger

The coronavirus outbreak challenged and shook the fundamentals of business practices and functions. Marketing, which is at the center of managing growth and revenue, has mostly felt the brunt — and is thus expected to scramble for newer ways to connect with and convert prospects.

Based on the changes we have to adopt in the new normal, it’s expected that content will play a pivotal role and emerge as the most important lever for any marketing campaign. In the pre-Covid world, your marketing campaigns revolved around content, even when you had to employ experiential or influencer marketing.

Now, with new ways of doing things, you must understand the importance of focusing your marketing campaigns on content. Entrepreneur reported on a study of Covid-19's impact on consumer behaviors and attitudes: Reach3 Insights found that 76% of respondents have recently picked up new habits, behaviors, and routines as a result of the pandemic.

Out of that number, 89% said they plan on keeping some of their new habits, while 36% will want to go along with the new brands they’ve tried since the start of the pandemic. In either case, what matters is the story you tell your consumers.

man looking at marketing analytics
Photo by Adeolu Eletu / Unsplash

The American Association of Advertising Agencies revealed in a study that 43% of consumers find it reassuring to hear from brands. While 56% said they like learning how brands are helping their communities during the pandemic, only 15% said they’d rather not hear from companies.

Campaign US advises that instead of focusing on sales, brands should build and reinforce relationships with customers. The best way to build solid relationships with your customers is through your content — information you get across to them.

Due to social distancing, you may not be able to continue some old practices such as experiential marketing campaigns. This is one of the new norms businesses must learn to live with. But content can still help power your business through.

In the new normal, more people will rely on search engine results for brands to conduct business with — and your content is one surefire way of getting your brand on top of that list.

If your content can solve a big problem for your readers, they’ll remember it. This enables you to get loyal subscribers and potential brand ambassadors, especially now that the display advertising and search advertising space is very cluttered with an increasing number of advertisers.

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