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Content Marketing in the Time of Coronavirus

Customers will remember who stepped up to help.

COVID-19 and its effect on everything from health to industry have everyone’s attention these days. It’s an undeniable fact of our times.

As a result, B2B content marketing strategies need to take this preoccupation into account – not to capitalize on it but to acknowledge customers’ very real and very immediate concerns.

Pushing ahead with your planned content marketing program without that acknowledgement can seem tone deaf if not downright insensitive. You need to adapt your strategies to today’s necessities. Businesses that can pivot to take their customers’ concerns into account will be the ones to succeed.


Thoughtful Interaction

A good start is simply to reach out to customers to see where they’re at and what they need. A little empathy can go a long way in helping customers to identify your company as an ally in these difficult times. The most important thing is to listen to your customers and truly understand their current needs.


Meaningful Connections

Use your company’s technical expertise to craft content marketing pieces that provide solutions for your customers’ industry-related concerns. This is a critical time to show that your company is engaged and responsive to your customers’ current situations.


Something New

While you need to maintain your overall marketing message, it’s equally crucial for your content marketing to reach customers where they are. Social media posts and short videos addressing customers’ concerns are two great strategies to do so.


Careful Targeting

Maintaining – or even beginning – an email marketing campaign is an effective way to reach out to customers. Of course, you need to be careful. Don’t flood their inboxes with every little thing. A thoughtful, measured approach that addresses customers’ concerns is key.


Sharing Good News

Any effort your company or employees have made to help fight the pandemic can be a great topic to share with customers. Whether it’s donations to a local food bank or helping to manufacture personal protection equipment, outlining these actions can actively demonstrate your care and concern. Sharing customers’ pandemic responses can also be very powerful. Customers will remember who stepped up to help.


Content Marketing 101

Whatever your message, it’s important to follow content marketing best practices. Whether you’re producing blog posts, videos, social media posts, infographics or slideshows, you should strive to meet basic content marketing criteria. The best pieces are:

  • Relevant
  • Useful
  • Insightful
  • Educational or entertaining
  • Authentic
  • Engaging and compelling
  • Easy to consume

Maintaining best practices is the way to ensure your message successfully addresses customers’ concerns.

If you’re looking for help with your content marketing efforts, contact Pilot Fish by submitting this simple form or by calling 877-799-9994, ext. 2102.

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