Category Archives: Content Marketing

B2B marketing content consumption increased during Covid-19

B2B content marketing has increased during Covid-19

So says this PRWeb report. It is understandable. Since most of the people are confined to their homes, whether they are freelancers or full-time employees of some company, one of the best ways of reaching out to these people is through high-quality marketing content.

In-person, face-to-face meetings have been stopped or even banned at many places. Conferences and workshops stand cancelled for the foreseeable future. The B2B marketplace depends a lot on these communication channels.

Not all findings notice an increase in the spending on content marketing especially in the B2B arena. For example, this McKinsey survey found mixed reactions among its responders.

Sales leaders are already moving quickly to navigate the crisis, with the best ones focusing on how to make targeted changes that help their businesses weather the storm and start preparing for the recovery. As we update this survey in the coming weeks, we will also share perspectives on planning for the recovery as well as reimagining the new normal for sales.

Many B2B companies are reducing their marketing spend but on the other hand, there are many companies who have increased or maintained their current budgets thinking that there is more reason to keep in touch with their core customer base in whichever way possible.

Digital interactions are obviously increasing whether they are through targeted content or video events.

90% marketing among the B2B circles is happening through video conferencing, mobile phones and other digital platforms.

This LinkedIn study reveals that 42% of the respondents faced budget cuts in marketing (whether conventional marketing or content marketing), which is a big challenge. 47% marketers said that they have increased focus on emotional and human-centric content during Covid-19. Consequently 19% confessed that there has been a drastic reduction in the product-focused content.

The author of the above LinkedIn report rightly comments that marketers have no idea how to deal with the current situation. They have a precedents with other market conditions such as the recession or the bursting of the dot-com bubble, but the Covid-19 outbreak is a completely new, unexpected phenomena that engulfed the entire world within a matter of a couple of weeks.

This Forbes article says:

The pandemic has led to nations limiting business activities, which has added immense pressure on business owners. While some organizations have closed, the remaining are left to deal with the harrowing aftermath. They are facing unprecedented challenges, including supply chain disruptions, a slump in customer demand, regulatory changes and increased uncertainty about the future.

The reality is that you cannot ignore marketing. Ad hoc responses don’t pay dividends. You need to put a strategy in place. I personally believe that the Covid-19 situation is going to last for a long time, and we need to prepare accordingly.

How businesses are vetting and selecting content writers

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How to vet and select the right content writer.

During the times of Covid-19 many businesses are consolidating their online presence through publishing engaging content for their customers and clients. For this, they are looking for talented content writers.

Want to spruce up your content marketing? You definitely need a talented and experienced content writer.

Now, it is one thing if a content writer tells you how awesome he or she is, but it is another thing how you vet and select a content writer for your particular content marketing needs.

You may like to read: Looking for a content writer? 8 things to consider.

The Search Engine Land has published a video on how different people select their content writers. Here is the video.

Although, in the video people share their own methodologies of selecting their content writers, I think one of the first steps you can take is, and this is a psychological step rather than a managerial step: accept the fact that you are going to have to pay a good writer, and not just pay the minimum possible amount of money, but the amount of money that you pay to any other professional like a web designer or a programmer or a graphic designer or an engineer or an architect or a consultant.

You see, your entire content marketing strategy rests on the quality of your content. It is suicidal to do all cost-cutting with your writer. As I have written in another blog post, if you pay peanuts, you get monkeys (with due respect to our simian brothers and sisters).

Other than that, some of the pointers mentioned in the above-embedded video include…

Places where you can find talented content writers

Get some referrals from your peers

Getting referrals is a very good way of coming across good content writers. These writers have already been tested by people you trust.

A word of caution is, if you are looking for a different voice, you may like to hire a different content writer than being used by a wide range of people within your circle.

Look them up on social networking websites like LinkedIn

Most of the content writers, especially freelancers, promote themselves on websites like LinkedIn, Facebook and Twitter.

Again, an advantage of looking for a content writer on LinkedIn is that you can look for a specific content writer by narrowing down the search. Also, people you know may already be connected with that content writer.

Look in the industry publications and blogs

Many content writers are regularly writing for major publications and magazines. If they are not full-time employees, you can contact them. Most of them have their LinkedIn and Twitter links published beneath their names so you can use these social networking websites to touch base with them.

Evaluating content writers once you have found them

Ask for a sample

I often offer a sample to new clients especially when they are not satisfied with the links I have shared with them. I don’t submit the complete document. I just give them around 300 words which gives them a fair idea of how I write.

Have a chat with your content writer

People are fast getting used to video conferencing. I have had more video meets with clients in the past three months than I have had my entire life.

Your content writer must be able to adapt to your organizational needs. Every business has unique requirements. Someone may be a good writer and a good communicator, but is he or she ready to learn the nuances of your business? This is very important.

These, and many more points are discussed in the above-embedded video on how to select the right content writer for your business.

Why Will the COVID-19 Crisis Boost Digital Marketing in the Future?

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Digital marketing is more relevant during Covid-19

The field of digital marketing has been evolving for more than a decade now, and its importance is exponentially growing. With all the changes in the use of our devices, technological advances have provided us with more opportunities, along with constant access to the World Wide Web.

And with the outbreak of a global pandemic, people are spending even more time online. Most of the countries are in a lockdown state, with restrictions on travel and general movement, but people still need both products and services. The impact of the current situation will be a long-term one, and it will affect every aspect of the world market.

The new reality

For the time being, virtual reality is the only one where we can actually connect. For this reason, it is essential for brands to continue with the online presence and show people that we’re all in this together.

Many businesses are having a hard time coping with the loss of profits, and are wondering if they’re going to survive. And we are all aware that many people have lost their jobs and financial stability.

The times are quite unfortunate, but no one could have predicted these circumstances. The only way for a business to survive is to adapt to rapid changes, stay visible and relevant, and understand the consequences for when everything gets back to normal.

Staying relevant

It has never been so important to remind people of your products and services. Trying to anticipate the needs of the consumers is a leading idea in marketing in general, but at this point, you have a better perspective than usual.

And you can even get the best out of this awful situation and earn more trust among your customers, by increasing the loyalty levels. You know that everyone is spending more time online, so you need to be present as well.

There are several aspects of your visibility, starting with social media.

This period can be an opportunity to work on your digital marketing improvement, as its importance is going to continue growing afterwards.

Providing relevant content and staying on top of the crisis will make your brand more humane, and you ought to show empathy while raising your brand awareness.

Share the latest updates and helpful advice, ask for feedback and try to entertain people.

You can attract a new audience and possibly convert them into customers.

In terms of branding, this can turn out to be a great phase in which your business can evolve. It is highly recommended to use this time to invest in PPC and SEO services, as those are becoming the new and modern “traditional” ways of marketing.

Experts all over the world have been saying this for a while now, but now, living only in the virtual world, deprived of human contact, it is becoming clear as a day.

Consumer intentions and habits

Digital marketing and peoples expectations during Covid-19

People are adapting to the changes quite rapidly, and their expectations change in accordance.

You need to follow and respond to those because billboards are huge, but the reality is that most people will walk by them staring at the screen of their smartphones.

The importance of e-commerce is also exponentially growing, therefore the need for better online promotion.

It is all connected, and every trend will influence the next one. But, since we’re not talking about fashion, the trends will not come back, but only continue to change.

Your ranking on the search engines is likely to determine the future of your brand’s image and reputation.

Most people will search for the product or service they need before they purchase, so they need to be able to learn about your brand. It is simply not enough to have a website, because, without the proper promotion, the traffic on it will most likely be on a low level. Furthermore, not every one of those visits will end up with a conversion of users into buyers.

The future has arrived, and you shouldn’t leave a head start to your competitors, by staying in the past.

Conduct research of your competition and you will most likely find out they are all investing in paid advertisements and optimization of search engines. The smartest move would be heavily investing in the promotion now and preparing something valuable to offer. Since there is a movement restriction, the best advice is to focus on the local area and include it in your targeted keywords.

Emotional component

When you are there for someone in the hardest of times, people tend not to forget it. They will appreciate a supporting video message from a company’s CEO for example and every other way you can try to engage them.

We are all isolating and staying home, surrounded by the devastating news which are shaping our minds and heavily influencing our emotional stability.

Having the emotional component in the equation can help you trigger the positive ones and create a more stable connection with consumers, further increasing the levels of loyalty.

No one can say for sure how much longer this is going to last, but one thing is sure – the world will not be the same afterwards. Once the habit is formed, it is not so easy to break out of it.

This doesn’t mean people will continue to shop in bulk, but rather there will be many changes in our lifestyle that have happened on a subconscious level.

Accept the fact the virtual reality is becoming more and more intertwined with real life, and as soon as you adapt to it, you will see the results and higher profits.

You can even convert the most loyal consumers of other brands, by appealing to their emotions. Brands that have developed a strategy for promoting the offer of deliveries will be more respected and attract new buyers, for example.

Conclusion

In the world of entrepreneurship, flexibility has always been the key.

Marketers need to focus on the expectations and habits of consumers, in order to find the right approach.

The Internet has changed the very essence of life, and people will most likely continue to shop online, and those numbers are predicted to only grow over time.

One-click purchases, and deliveries are some of the features people are grateful for in the new age.

The time is only going forward, so don’t let yourself be stuck in the past.

What marketing rules to follow during a crisis like the Covid-19 outbreak?

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Marketing rules to follow during the Covid-19 outbreak

Since lots of content is appearing on my timeline about managing your business, marketing, and content marketing during the Covid-19 outbreak, I tend to share more such content through my blog.

Forbes Billionaires has published Marketing Rules To Follow During Uncertain Economic Times.

This article lays down some rules to follow during an international crisis such as the Covid-19 pandemic.

The suggestions made in this article are quite logical and I myself have been writing about most of them on my blog.

Whereas my writing is around content writing and copywriting, this is a general article on how to take care of your business during such a crisis.

Some of the suggestions made in the article are…

Increase your focus on your current customers and clients

Every business struggles to get new customers and clients.

I myself am constantly worried about, and working hard at, getting new assignments from new clients.

But I’m getting a constant supply of work from my existing clients.

Although, it isn’t as much as the usual business that I get, still, a big amount of my work these days is coming from clients who have either used my content writing services previously, or are currently using them.

Keep in touch with your existing customers and clients.

Inform them and send them information that can keep them safe and secure.

Do something that can improve their lives or even cheer them up.

Hard times doesn’t mean you don’t spend on marketing

The meaning of marketing changes in hard times but it doesn’t stop.

There are multiple reasons why you must go on marketing your business.

The article rightly says

When recessions hit, marketing is often among the first budget cuts. Doing so could potentially cause long-term damage to the brand and allow smaller or weaker competitors to steal market share. There are countless studies going back more than a decade showing that brands maintaining or increasing advertising during a recession gain market share over time.

What does marketing mean in contemporary times, even if you take the Covid-19 outbreak out of the picture?

It means constantly engaging with prospective and current customers and clients.

If you abandon marketing during hard times, your prospective and current customers and clients may think that you are here only to sell and when the prospect of selling vanishes, you vanish too.

Adopt new technologies and new tools and platforms

You may feel that I’m pitching my services, if you haven’t started publishing quality content on your website, this is the right time to do so.

The world of business and marketing is constantly evolving.

15-20 years ago, people depended on conventional advertising on TV, radio and newspapers.

Over the past few years, people have been sifting there focus on content marketing – let people come to your website instead of loading them into visiting your website.

Similarly, you should explore different avenues to promote your business without overtly pushing your products and services in front of people, especially when there are more concerned about their safety and livelihood.

Since hundreds of thousands of people are being forced to work from home, I have observed that many cloud-based services are promoting their business aggressively because they know that these people are going to need the new cloud-based tools to work and collaborate.

Use the time to build your brand through quality content writing and publishing

This is my own pitching, but it is quite applicable.

Just imagine how much you are saving by not having to work in an office.

You can use some of your savings to build your content presence and consequently, expand your brand presence on the Internet.

You can work on your SEO and see how you can generate more search engine traffic.

You may like to read 10 SEO content writing rules you cannot ignore

Open a spreadsheet and start making a list of all the keywords and search terms you haven’t yet covered in your content.

Then, you can either hire a content writer and start publishing your blog posts and webpages on your website, or you can do it yourself.

Be a pillar of strength to your customers and clients

You have been running a business.

You have been leading a workforce.

You have been implementing new business ideas.

You know how to turn challenges into opportunities.

Share your wisdom and experience with your customers and clients and help them in this hour of need.

Email marketing dos and don’ts during the Covid-19 pandemic

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Email marketing during the coronavirus outbreak

Businesses all over the world are being hit hard as the world reels under the scourge of Covid-19 (popularly known as the Coronavirus).

Thousands are dying. Hundreds of thousands are being infected. Businesses are being shut. Employees are being laid off.

At the time of writing this, there are almost 190,000 Coronavirus cases in the US and the death toll surpassing 12,000 in Italy (source). India has crossed the 1600 mark.

In this atmosphere of extreme chaos, how do you keep your business running?

By “keep your business running” I don’t mean promoting your products and services and asking people to buy them when they are in no position to buy them.

What I mean is, how do you maintain contact? How do you reach out to your customers and clients who may be affected by the pandemic, in various degrees?

What sort of emails should you send to your mailing list?

People are not interested in business offers because they are dealing with a much bigger problem.

On the other hand, you shouldn’t put a stop to your usual communication with your customers and clients.

In fact, this is the right time to inculcate a sense of normality, without aggressively promoting yourself.

Talk about the Covid-19 pandemic

Image source: Science News.

This Inc. article suggests that you should address the problem head on. Talk about the Coronavirus pandemic or the Covid-19 outbreak and how it is affecting practically everyone, directly or indirectly.

At the time of an outbreak, people want to be informed. They want to get the latest information.

If you have a mailing list, you already have a platform to raise awareness about the virus.

I often order medicines from an online medicine delivery service. Recently they sent a very nice infographic on how to practice social distancing and how to wash your hands properly to keep yourself from getting infected.

There was no marketing message.

Pretty much everyone is aware of the importance of social distancing and properly washing hands, but the infographics was pretty nicely done.

Inculcate hope amidst negativity

Everyone is stressed out. Even if people are not sick, they are confined to their homes. They are losing their livelihoods. Their sources of income are vanishing.

Whenever you come across positive news, share it with your mailing list, with your subscribers or your blog readers.

If new medicine is been discovered, let it be known to your customers and clients.

If immunity can be improved, let it be known to your customers and clients, how.

If there are examples of communities pushing back the outbreak, talk about it.

Spread positivity. Show genuine concern.

You can also share your own experience of how you’re coping with social distancing

Should you completely ditch non-coronavirus updates?

This blog post seems to say so.

Dismiss all non-virus stories out of hand. There is room for stories about other topics, just think through how they’ll be received in the current climate.

I personally believe as long as you are genuine, you can talk about anything. Of course, you have to be sensitive about the situation – not just pretend to be sensitive but be actually sensitive.

Everyone can relate to the need for carrying on. Everyone knows that the world is not ending. This dark phase is going to pass. People haven’t stopped working. They simply work from their homes.

They still have to use services. There are many products that they still need.

These days I’m continuously coming across updates on how you can use Zoom better.

I’m getting G Suite updates on how to work better from your home.

There are many cloud-based services that are promoting themselves because people need them.

More people seem to be inquiring about my content writing services because they think that while they wait at homes, they can work on improving their SEO and generate better content for their websites now that other things are on hold.

So, business, career, livelihood and marketing are realities of our times. People don’t mind marketing. But people mind if you just focus on marketing.

Instead, focus on providing help. Focus on being there. Figure out how you can help people using the business assets you have built.

Use your blog to publish useful information. Use your mailing list to disseminate useful information. Use your social media profiles to raise awareness.

We can deal with this. We will emerge victorious.