“Can we use the term, COVID-19, in our marketing?” “Will people think we’re trying to take advantage of the situation?” “Is it OK to mention COVID-19 when our products don’t protect or help cure people?” – does this sound like you?
COVID-19, for some businesses, has become the disease whose name must not be mentioned in the context of commercial gain. But could this be doing more harm than good?
that, when times get tough, the tough get going. And that’s probably why, in a
time where many companies have reduced or even stopped spending on marketing
efforts for fear of COVID-19’s impact, we’re seeing a growing number of
companies turning the current situation to their advantage.
Right now, companies are in a battle for market share and, in some cases, survival. Some, however, fight smarter than others.
Watching our clients around the globe during the past month, we have noticed three different ways people are reacting to these tough times:
A well-designed social media (SoMe) strategy is an indispensable part of your content marketing efforts. B2B social media marketing is all about engaging customers through relevant, value-adding content.
For businesses adapting to rapidly changing circumstances, where customers are constantly accessing content through multiple devices at any time of the day, there are great opportunities to engage. But with these opportunities comes pressure.
The rapid spread of COVID-19, matched with almost unprecedented falls in stock exchanges and, of course, climate change (which is losing the battle for attention right now)…means that there are plenty of reasons to be worried about this world of ours. And in Denmark, which is now my home, things are particularly tense as the country will be virtually shut down for at least the next 14 days to reduce the risk of viral spreading.
mention of a ‘white paper’ is likely to send shivers down the spine of any
marketing manager today. And it’s no surprise, because the work it takes to
produce a good white paper should not be underestimated.
But it’s worth it! Here, I’m going to look at some of the key reasons you should start planning your white papers now!
As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably experienced that same thing. They’ve put a lot of time and energy into creating content with the hope of turning MQLs into SQLs, but unless the right people are finding it, all of that work goes down the drain.
A content audit is kind of like spring cleaning. Once a year (or on another regular schedule), you go through your website and get rid of pages that no longer fit you or your brand. Besides deleting pages that see few visitors, you also need to update, consolidate, keep or redirect other pages. Although there’s no shying away from the fact that it’s a lot of work, a properly performed content audit can send a surprisingly large amount of organic traffic your way. Remember, it’s quality website pages offering valuable information, and not the amount of content on a site that search engines look for and reward.
When asked by a client to repurpose a press release to an article recently, I tackled the task head-on and produced not one, but two brand-spanking-new pieces of landing page content. With a bit of creativity and stakeholder input, you can take content production out of the “too hard” basket.
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to top management and sales and marketing leaders on many occasions. One comment we often hear early in our presentations, usually from salespeople, goes something like this: “In many ways, we’ve been doing ABM since forever. We just didn’t call it ABM.” And they’re right – in many ways.
As 2020 blows full speed ahead, we wanted to take a moment to appreciate some of the finer things in life from 2019—like all the super helpful, astute blog posts we produced.