RECESSION-PROOF YOUR CONTENT STRATEGY THIS CHRISTMAS

Let’s face it, ‘‘recession” isn’t the most Christmassy of words.

But here it is, flying around like Rudolph’s less popular cousin ‘Randolph the crashing-markets-and-uncertain-economical-futures-nosed reindeer’.

Much to my chilly chagrin, the recession is more than just a grinch of a news topic. It’s a reality that’s shaping strategies and decisions across the marketing land this winter season.

But here’s the twist:

Downturns aren’t just challenges.

They’re opportunities dressed in a sneaky, slightly depressing disguise – especially for savvy content strategists like you and me.

So forget the doom and gloom, and let’s talk strategy.

In times like these, what you say (and how you say it) matters more than ever. When people are pinching their pennies harder than ol’ Ebaneezer Scrooge on coal-buying Tuesday, they very understandably aren’t in buying mode.

So what can we do?

It’s simple: Focus on the right part of the funnel. Think less hard sell, more nurture and build lasting relationships.

Remember COVID?

Yeah, that old chestnut.

COVID taught us that in times of trouble, the best strategy is to keep your audience engaged and trusting, even when they’re not in a place where buying is at the forefront of their minds.

And these lessons are still shiny nuggets of gold, frankincense, and myrrh in this current economic climate.

So basically; zig while the rest zag, and get out there and engage.

Plus, chances are your competitors are pulling back on their content production to save on costs, which gives you a golden opportunity to lead the way with a shine so bright that’ll get you a call-up from Santa himself.

Build trust, build your brand, and you’ll be the first one people think of when things start looking rosy again.

It’s simple this crisis talk, innit?

KONRAD’S KOPYWRITING TIP

Want to know how to keep your content fresh and engaging during tough times?

Here’s the secret sauce:

It’s all about tapping into the emotional pulse of your audience. Think; does what I’m putting out there resonate with people on a deeper, more personal level?

If not, why not?

Because when you truly reach out and tap into the emotional part of people’s brain, that’s when you’ll not just get noticed; but remembered.

A JUICY AI BONUS TIP

We’re never one to fall behind on AI here at TCC. That’s why we’re constantly testing and trying every tool out there.

Best case scenario? We get ahead of the curve and keep up-to-date on future technologies.

Worst case scenario? We’ll be prepared when our robot overlords attack.

So here’s our copy and AI tip:

Artificial intelligence can be pretty gosh-darn unintelligent – so don’t take it for face value every single time. Remember that as a writer or a marketer, sometimes your unartificial intelligence knows best.

See what I mean:

LOOKING FOR A LONGER READ?

Learn the 5 ways to be a marketing maverick and break those pesky rules.

Check them out here.

AGED LIKE A FINE WINE

Ah, so you’re a blog post connoisseur eh?

Well as we’re on the topic of carefully picking stages of the funnel and how to not scare people away, check out this oldie-but-goldie on full-funnel word optimisation.

PREFER TO LISTEN?

Look at me, I’m slinging out advice faster than Santa slings presents.

Here’s my chat with the fantastic Jass Binning on the Growth Marketing Camp podcast.

It’s a goodie!

Feast your ears here.

READ THIS WHOLE THING AND DON’T KNOW WHO WE ARE?

No worries – happens to the best of us. We help brands grow revenue by blending the science of data-driven strategy and psychology with the art of creative copywriting. To get words right at every step of the customer journey – because every interaction makes customers tune in or tune out.

Love Konrad x

P.s. Want to spice up your brand’s copy?

P.P.s. Merry Christmas ya’ filthy animals

Set up a call with me here.