Content Marketing in uncertain times
Times of transition or change modify the type of bond that companies have with their customers. In these contexts, content marketing takes a greater role because it is implemented with the purpose of inspiring confidence and providing concrete solutions that adapt to new needs.
by Roxana Tanita Miguel, Contributing Editor at Xtendo Group
A scene of transformation
Undoubtedly, the pandemic has been one of those events that mark a before and after in all areas of life, which is why, even more so, companies need to adapt their strategies to accompany and offer value proposals to their audiences, generating demand and closing sales even with the economy in a recovery phase.
Within the business sphere, this transformation stepped on the accelerator of a process that was already underway: the migration of sales channels to the web, focusing on e-Commerce, digital solutions and social media marketing.
This movement can be seen in all aspects of commerce, especially in the B2B segment, where the change in strategy can considerably optimize all the processes involved in the day-to-day life of a firm.
Where have the changes been reflected in recent times?
Due to health distancing, work and commercial activities were moved to online environments, so that a whole work operation that included office hours, work lunches, project presentations, social meetings, congresses, corporate events and more, was translated in home office, videoconference meetings and social meetups / virtual trainings.
Beyond the current particular scenario, introducing modifications in the content marketing strategy is a practice that allows adaptation to any situation that may arise. It is a way to anticipate and to be at the height of the situation.
Brand identity and short-term work
Content marketing connects with its customers through emotions, providing feelings of identification, contention and understanding, especially in complex contexts. Aggressive sales messages or superficial positions are not in line with the values of an audience that needs a different accompaniment in difficult times.
This type of bond is built through branding, forging an identity with defined values that include broader communication models that work from the emotional point of view. In other words, the brand speaks more about an attitude towards life than about specific products or services. It is the leitmotif that is reflected in them and the reason why they are designed, created and offered.
Building empathetic content is key to increasing the mental availability of the brand, that is, the ease with which potential customers remember you. It also allows you to improve the perception they have of your services or products, since when a person likes a company, they evaluate what they offer in a positive way.
This is not to say that short-term strategies have to be discarded: rather, it is about combining brand development – a long-term growth path – with short-term demand-side tactics.
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In complex times, it is advisable to broaden the scope rather than restrict it. You might think that shrinking back to known audiences or targeting a specific type of audience is the safe bet, but in reality reaching more people is key, with messages that appeal to solidarity, support and understanding.
What is the message to share?
You cannot talk about content marketing without being clear about what you want to convey. In difficult times at the global or regional level, companies need to strengthen their communication channels to be able to tell their target audience how they handle the situation, what tools they offer and how they can solve certain problems.
This involves both the design and creation of new products and services, as well as the campaigns designed to present them. You can think of many examples of companies that diversified during the pandemic, building different solutions according to the context. An interesting example is that of Uber, with the creation of Uber Medics and Uber Flash, two services specially designed for isolation during 2020.
The migration of banking services to digital platforms is another suggestive example: avoiding contact and facilitating processes through mobile applications or web pages that allow all the procedures that were solved in person to be carried out.
Finally, the creation and / or complexity of virtual work platforms are the most concrete example that can be mentioned: videoconferencing software, collaborative work applications, virtual offices, automation processes, supervision and remote operations.
Beyond the examples, the point is to know how to communicate what the company has to offer, especially in a period of strong transformations, which modify the day-to-day life of people, organizations and companies. Ultimately, it is about improving the quality of life and providing solutions when they are most needed.
Linkedin, a key tool
It is clear that all social networks play a fundamental role in communication between companies and clients, but especially in the B2B field, Linkedin is a powerful instrument that favors dialogue, the generation of networking and the chances of reaching commercial agreements.
Many companies overlook the functionalities and possibilities that Linkedin offers, without taking into account that since its genesis it was designed to unite firms, workers, freelancers, entrepreneurs and more within the same space, promoting all kinds of labor links.
Taking advantage of this platform is vital, especially in critical or complicated contexts, where it is more necessary than ever to build relationships and go out and communicate what are the short-term solutions that a company offers according to the demands of the moment.
To do this, businesses need to understand in depth what the logic of the platform is in order to know how to precisely reach their target audiences. This is achieved using the different strategies mentioned previously: brand development and techniques designed for short cycles.
In this regard, Xtendo University offers a series of solutions through training with different levels of certifications, which seek to accompany companies in their strategy within Linkedin. The objective is to train and provide advice to commercial and executive teams, so that they can identify their target audiences and build content according to current needs.
In this accompaniment and training process, the company emphasizes Linkedin knowing that it is a powerful commercial tool, capable of establishing the link that companies need with their potential clients, helping them to communicate the values that define them, either through through the training of their teams and the outsourcing of production, working especially with tools such as Microsoft Teams, Microsoft 360 °, Google and Amazon, among others.
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