1. Determine Your Audience Needs and Marketing Goals.
Even though the world may be in flux, the basics of content marketing haven’t changed. Your audience should be at the heart of everything you do. And you need to know how the pandemic has affected them to plan for what’s now and what’s ahead.
The only way to know is to ask.
Start conversations with your audience: Interview them and survey them.
Ask them key questions like:
– How are you doing right now?
– How can we support you during these times?
– What information do you need in order to plan for the future?
Find out if they have any pandemic-specific questions about your industry, business or offerings.
Next, think about how your audience’s needs align with your marketing goals. What do you need to gain through your content marketing campaigns? What lasting impression do you want to have on them? Think longer term than just the pandemic—and think of driving interest beyond sales. You want to build deep relationships as well as generate revenue. Use your content to create trust, drive action and demonstrate thought leadership. When you support your audience during their times of need, they’ll be much more likely to remember you in the future. This is your opportunity to make a lasting impression.