How to Build Resilient Content Strategies During Uncertain Times
Smooth seas do not make skilful sailors:? Grab onto that idea, especially when you're rolling out content in a world that never hits pause.?
Think about it, when everything's smooth, it's easy to look good. But when stuff hits the fan, that's when you find out what your brand is truly made of.
We live in a world where things change fast. And playing it safe is simply not going to cut it. You've got to be ready to take some smart risks and keep your content fresh if you want to stay in the game.
What are uncertain times, really?nbsp;
We're talking about those moments when the economy decides to take a nap (hello, recessions), your dollar buys you less than yesterday (that's inflation), new tech comes out of nowhere and flips the script, or the whole world's sneezing at the same time (global health crises, anyone?).?
When this happens, the first thing that usually gets slashed in organisations is – drumroll please – MARKETING BUDGETS. And that’s where companies dig their own grave.?
Here’s what to do instead.
Turn into a content company (even if you have nothing to do with it).
So you're thinking, "I sell phones, why bother with content?" or "I'm a stockbroker, isn't content just a fancy extra?"?
Groww, the top dog among stock brokers in India with over 6.63 million active users, isn't just killing it because of its slick interface or easy-peasy navigation. They create content like their life depends on it — newsletters, blog posts, viral campaigns, emails, you name it, they're on it.
Zomato butters its bread by bringing food to our doors. So when COVID slammed the brakes on that, it hit them hard. They still kept the vibes positive, staying connected with folks through some really smart and funny marketing. Even in tough times, they didn't just fade into the background—they made sure we all had something to smile about.?
So here’s the bottom line: To keep your brand from becoming just another face in the crowd, you need to morph into a content machine.
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Some effective, yet rarely-implemented ways to make future-proof content marketing strategiesnbsp;
1. Ask yourself: Is your decision driven by Data?nbsp;
According to Mckinsey Insights, data-driven organisations are 23 times more likely to acquire customers, 6 times as likely to retain customers and 19 times more likely to be profitable!?
Bottom Line? Keep an eye on numbers. Likes, shares, and comments tell you what's hot and what's not. Data-driven decision-making removes the guesswork and injects objectivity into your strategy. It ensures that your efforts are targeted and efficient.?
Monitor trends, conduct A/B testing if need be, and gather feedback by directly asking your audience through surveys or media polls. Firsthand data is invaluable, especially when you are looking at refining your content strategy.?
2. Be responsive and agile
Consumer expectations change like seasons. And keeping up means embracing those shifts. Many brands are now stepping up, using new tech and smarter ways to chat, making sure they're feeling what their customers are going through, especially now when everything's so up in the air.
Here’s the playbook:?
3. Be raw and unfiltered
Keep it true, ditch the facade. People crave the real deal, something raw yet insightful.?
Data and numbers do boost your authority, but it's all about balance. Analytics can tell you what’s working, but your gut tells you why it’s working. Combine the two, and you’ve got a recipe for content that’s not just real; it’s magnetic.
And here's a pro tip: engagement is a two-way street. You need listen as much as you talk. See what vibes with your audience and what doesn't. Then, refine your content to feel like it's coming straight from the heart – because, in a way, it is.