What’s the new normal for content marketing?

Coronavirus has changed the content marketing landscape. Some would argue that the shift is a good one. For many businesses, successive lockdowns meant closing stores and offices, forcing them to sell online to stay afloat. Content marketing has been a lifeline in recent years and a new era has emerged.

The way people buy goods and services has changed amid the coronavirus pandemic. Since the first UK lockdown in March 2020, online orders have surged, sparking an increase in content marketing spend as businesses sought to grab the attention of audiences in new ways. The question is, what’s changed?

#1 – Less reliance on conventional marketing tactics

The pandemic has shaken-up the way many businesses go about their marketing. Unsurprisingly, lockdown changed customer habits. All of a sudden companies can’t rely purely on conventional marketing channels and strategies to succeed. The new normal is a fresh approach, which includes content marketing.

According to Demand Metric, since the coronavirus outbreak in March 2020, 90% of all businesses market using content. Meanwhile, on average, marketers are spending more than 25% of their entire marketing budget on content. Plus, 78% of Chief Marketing Officers now see custom content as the future of marketing!

#2 – Compassionate content wins the customer

The coronavirus pandemic can be considered a once in a generation event. Its impact will be felt for years to come. For customers, COVID-19 is likely to have directly affected loved ones. To them it was more than daily updates and ‘next slide, please’. For many, COVID was an emotionally overwhelming and scarring experience.

Content marketing now has to set a new tone under the new normal. The hard sell will no longer cut it. A higher value is now being placed on compassion and empathy when creating content. If you adopt this approach to your content marketing, you will become an organisation that genuinely cares, earning you the respect and trust of your customers like never before.

#3 – Brand buying is taking a backseat

There was a time when a business brand was all that was needed to win customer loyalty. Coronavirus has changed that. Unfortunately, some big brands got it completely wrong during the pandemic, which caused a huge backlash and fractured customer relationships.

Amid the pandemic, consumers began moving away from buying brands and instead switched to buying utility. In fact, according to a Forbes report, 74% of consumers said that they ‘wouldn’t care’ if brands in the market today suddenly disappeared tomorrow.

#4 – Building long-term relationships

Content marketing in the new normal has to have a focus on building long-term relationships with customers. One of the ways some businesses are building a stronger rapport is by getting customers involved in their content creation processes.

This has involved asking their audience for feedback on their content, while others have gone as far as asking those with an aptitude for writing, to produce content for them. There’s real value in treating your customers as equals. Not only does this help to build trust, but long-term loyalty too.

#5 – Optimism over pessimism

After two years of being bombarded with the doom and gloom of COVID, content marketing with an optimistic outlook is helping to shape the new normal. A Search Engine Journal survey revealed that 46% of consumers want to see more optimistic content in the post-COVID era, especially in relation to ‘better times ahead’ or ‘feel-good stories’.

While it can be challenging to remain positive, especially in light of other current events happening around the world, uplifting content is what consumers need in a world that’s changed so much in just two years.

#6 – Content marketing focused on the ‘new normal’

That’s right. The new normal for content marketing is content that focuses on the new normal. The same Search Engine Journal survey mentioned above found that 56% of consumers want content about the new normal. For example, working from home or society learning to live with COVID.

Life has changed so much because of the pandemic. Children have lost parts of their childhood, businesses have faced huge disruption, while some have been left to grieve the loss of loved ones.

All these things can’t be swept under the carpet. The ‘new normal’ has to be embraced and your business has an opportunity to help shape the content marketing of the future and connect with customers on a whole new level.

Adapt to the new normal

Chapter&Fable can help you adapt your content marketing strategy for the new normal. Partner with us to tell powerful stories that will resonate with your audience in this new era. Discuss your content goals today.

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About the Author: Dan Waldron

Dan is a freelance content associate at Chapter&Fable, with more than 15 years of experience. He’s a proven storyteller who has helped local, national and international businesses share their stories through content that connects with their audiences.