As if this doesn’t describe how many of us have been spending a lot of our time during COVID. Maybe the only word missing is ‘binge.’
But, what about your marketing content. Have you adjusted your strategy to meet this new normal? Are you delivering content through blogs, videos, and podcasts? We are all in agreement that because people are home, we have a captive audience who is paying more attention to brand content than usual, including the C-suite.
In doing my own reading, listening, and watching the latest marketing trends, I thought I would share some findings as you refine or shift your content marketing strategy.
There is no better time to be creating content to use for email newsletters and social media for thought leadership.
Takeaway: Your audience is consuming blogs, case studies, articles, and whitepapers, and it is a great way to position your company as thought leaders. Emails are getting opened, so if you have put the ‘newsletter’ tactic on-hold, it’s a good time to dust it off.
Social media, especially on LinkedIn for B2B, is a great way to reach broader and targeted audiences. Companies are missing the boat if they aren’t actively creating and sharing content on social.
Virtual events, video, video meetings, and webinars have absolutely exploded and pretty much define how many of us spend our days… behind a camera. Thanks, COVID. At Clarity Quest, we recommend following this formula:
Takeaway: Video is a great tool for delivering and explaining complex ideas for audiences tuning in. We caution, don’t overdo it with webinars. Consider using 2-3 minute videos to create the content (or write it out, record a podcast), and deliver it in a newsletter or on social.
People are consuming podcasts even while we adjust to our new routines. Of course, listening to podcasts in the US has seen declines because our commutes have diminished but our habits are in the process of shifting as we adjust to a new normal for an extended timeframe.
Takeaways: Podcasts are a great way to deliver your content without requiring your audience to be in front of a computer screen and they can listen at any point in the day. It’s another great means for thought leadership.
In summary, our audiences are consuming content by reading, watching, and listening. Find the right balance. When looking at the data, let that guide how you choose to format and deliver. This will keep your audience engaged.