There’s a saying in the marketing world that goes, “Content is king.” It was first said by Bill Gates in his 1996 essay of the same title, and it’s still true to this day. What Gates meant by this is that, more than any other marketing strategy, content will be what generates money on the Internet.
Why? In order for your business to grow, you need customers and clients. In order for you to have customers and clients, they need to know what your business is about and how it’s beneficial to them. How will they know this? Through making content. Without it, there is no way for you to connect with your audience.
Content impacts your potential customers by being informative, inspiring, engaging, and relevant. On a basic level, it tells them your business’ objectives, goals, products and services, the business owners, and their operation. But where connections are made can be found in the form of blogs, newsletters, case studies, and social media posts, as well as audio and video content. This type of content is how you will engage your audience and convert them into loyal customers.
In the context of a post-pandemic world, how can your content change to keep engaging your customers and attract more of your audience? That’s what we’ll talk about today.
Focus on pain points
The pandemic has made people more risk-averse with their money and while the world is slowly starting to open up, we probably won’t go back to exactly the way things were before. In these uncertain economic times, the lead-obsessed approach of content marketers will no longer be effective.
Instead, you should focus on making your messaging more empathetic to your audience’s collective experience. Talk about their real-world problems and pain points and not your products and services. Focus on nurturing long-term demand by making content that doesn’t aim to just convert leads but lets your audience know that you’re there for them.
Take a more humanistic approach
Lockdowns around the world have deprived people of human connections. Marketing messages need to be more relevant to an individual’s values and situation and no longer by just their demographics like age or gender. Tailoring your content to become more circumstances-based and relevant to individuals means being knowledgeable about situations on a more local level. If you’re a small business, this is easy to do but for growing businesses with more than one location, you’ll need to specify your content to circumstances in each location.
With these new insights, you should create new personas and customer segments to better inform the full customer journey. In terms of tone, being less polished and more conversational in your content can also go a long way to engaging your audience.
Elevate SEO Quality
When people were stuck in their homes for the better part of 2020 and 2021, the sheer amount of content rose since most people were frequently online for entertainment and communication purposes. There wasn’t a lot of differentiation between all of them either as a lot of businesses focused their content on the context of the pandemic.
Now that we’re starting to move past that, your customers will want to read something new and interesting. Improving SEO quality also means decreasing the frequency of your posts while making the content more authoritative, engaging, and relevant.
Read the room
The pandemic has amplified the discussions on sustainability, ethical sourcing, and social responsibility. Consumers are now more inclined towards choosing or switching to brands that have a clear stance on these issues and not just pushing their products 24/7. Tone-deaf brands whose content is purely selling with capitalistic undertones are a turn-off for most consumers who want to do their part in being more environmentally conscious and supportive of worker conditions.
Of course, you can’t just shift to these topics without actually doing the work. Even as a small business, the little things you can do to be more sustainable, such as having a remote work setup, are already a good effort.
Hire an expert virtual content manager
If all of that was a lot to take, we’ve got you covered. When you partner with Remote Workmate, we take care of screening and interviewing to find you the best content manager to add to your team. All you have to do is the final interview and once you’ve hired, we also help with onboarding, HR, and payroll.
Want to learn more? Schedule an obligation-free consultation with us so we can talk more about your marketing needs.
