Content marketing strategy holds power to help businesses grow by bringing in new customers, educating people, and driving revenue. Amid the fears of deadly coronavirus, brands still have opportunities to engage the audience, and a content marketing agency can play a notable role in it.
Creating content during crises like the COVID-19 pandemic is not a part of any digital marketer’s resume. Although not all brands need to be a part of coronavirus conversations, they can provide users with useful content about how to overcome the fears of the pandemic.
COVID-19 has brought new challenges for digital marketing agencies. Many of them are working to develop a fresh content marketing plan from scratch to serve and engage customers for businesses.
“There are two ways brands can communicate with their audience during the pandemic. One, tell people how you respond to the crisis. The second is, show the audience how you can help them”, said Vishal Thakur, a content marketing expert who has been in the field for nine years.
Content marketing is a long-term strategy. Some of the existing strategies may work for some brands. However, several of them have to restructure their digital marketing plans to stay connected with their customers and serve them well.
Here is a step-by-step guide for digital marketers to create a content marketing strategy during and post COVID-19.
Define Your Goals ‘AROUND’ COVID-19
Great content has a purpose – whether it is created during a crisis or normal days – and that purpose needs to be defined. Ask yourself, if you want to develop content for brand awareness, educate people about coronavirus, help users through your services, or improve search engine rankings.
Once you have defined your content marketing goals, determine what kind of content can be valuable for a brand. For example, How-to guides are useful if you want to educate your audience about the pandemic or show them how a brand can help them.
Identify Your Target Audience
A content marketing strategy is effective only when you understand your target audience. Are the customers directly impacted by coronavirus or are they trying to remain safe during the crisis?
Now, figure out what type of content can engage people. Remember, do not promise anything if you are not going to provide value. There is a lot of sentiment going around, and people are questioning brands that say things related to COVID-19 but do not have anything to offer.
Create Valuable Content – Not Necessary to be About Your Products
Even if a brand does not have anything to offer its customers during these tough times, it does not mean it should keep on working on its existing digital content marketing strategy. The brand needs to give a message to tell people that it knows what is happening around and it stands with its customers. Earlier, software company SAP organized SAP for Kids event, which encouraged people to virtually bring their kids to their work.
Brands can educate people about COVID-19 or create engaging content to make them feel relaxed during tough times.
Publish, Promote Your Content
Once you have created high-quality and engaging content, determine platforms your target audience is using frequently. After that, publish your content on those websites. Also, do not forget to promote your content on different channels and social media platforms.
Measuring the results of your content around COVID-19 is as necessary as creating it. Analyzing the outcomes tells you whether or not people are liking your content. You can measure results in multiple ways, such as:
– Consumption Metrics: It includes information on users viewing your content. You can collect it on Google Analytics.
- Go to Google Analytics
- Click on Behavior
- Choose Site Content
- Select Content Drilldown
It will provide you with information on page views, bounce rate, and average time on a page.
– Social Sharing Metrics
It is a great way to know how engaged users are on social media.
- Go to Google Analytics
- In Acquisition, select Social
- Click on Overview
COVID-19 may have put the world behind closed doors, but it also created new opportunities for digital marketers. They can revamp their existing content marketing strategy to connect with the audience, support people, and help them during these tough times.