From a business standpoint, the coronavirus crisis has us all living with the fear that stems from uncertainty. When will it be over? Will our jobs or businesses be eliminated? Will working as a remote team destroy our productivity? Will our business bounce back when all is said and done?
This has led to businesses retrenching—just holding on to what they have until the crisis passes. Budgets are being slashed, marketing teams being let go.
If you’re looking to justify content programs and budgets during this time of crisis, we have 8 ideas you can share with key stakeholders, plus 3 suggestions for increasing your content without blowing up your budget.
You’re an agency? Share this list with your clients to make a case for your services.
Why Double Down on Content? 8 Talking Points
- History is on your side.
Not only have major businesses launched (and introduced new products) during times of crisis, they’ve thrived. GE started right before the Panic of 1873, Disney launched during the Great Depression, and Apple created the iPod right as the dot-com bubble burst.1
- Cutting content is a self-fulfilling prophecy.
It’s easy to justify slashing your content marketing budget, since this creates a downward spiral. You stop creating new content, your visitors/subscribers/sales drop, and you use that as proof that you’re right: “See? No one is visiting/subscribing/buying. That means it’s good that we cut our content budget.”
- Panic is a cereal killer.
Businesses that make smart, well-considered moves during hard times do more than survive— they thrive. Instead of cutting back on marketing as the Great Depression hit , Kellogg took this opportunity to double its ad budget. The pre-depression top dog, Post, decided to cut expenses and run out the clock. Kellogg came out on top, and Post has never fully recovered.
- You have less competition now.
When everyone else is retrenching, you have a clear shot at the goal. The biggest downfall of content is how much there is of it. Consumers have been overwhelmed with content, leading to businesses “feeding the content machine” just to keep up. Now, though, with your competitors cutting their content marketing budgets, you have a chance to stand out and capture market share.
- Content marketing is a long game.
We strive for consistency and regularity in our content to solidify our brands in the minds of consumers and to build brand loyalty. This takes time, and we’re good with that; it’s part of the game. So what happens when you’ve finally built up that coveted audience of advocates—and you stop producing the content they’ve come to rely on you for?
- The stats about the importance of content marketing are still true.
- Content marketing gets three times more leads per dollar spent than paid search advertising.3
- Conversion rates are nearly six times higher for content marketing adopters than non-adopters.4
- 72% of B2B content marketers attributed their improved performance over the year before to their content strategy.5
- The beginning (and middle) of the journey matters, too.
When businesses cut their content budgets, they’re typically thinking of the end of the buying process: their customers aren’t in a position to buy their product or service right now, so why spend money on marketing to them?
But the beauty of content marketing is that it focuses on all stages of the buyer’s journey. When your prospects are sheltering at home and researching the trip they’re hoping to take in November, or learning about workflow management solutions for when their business rebounds, you want your content to be what they find.
- This, too, shall pass.
Where do you want to be when all this is over?
We don’t know what the marketplace will look like, but one thing we know for sure is that we want to be a part of it.
Now is the perfect time to focus on content marketing so your brand will come out on top.
3 Ways to Double Down on Content Without Busting Your Budget
- Revamp your now-irrelevant content.
During the coronavirus crisis, you may have a content calendar full of content that now seems irrelevant or inappropriate—and it’s already been created, laid out, and scheduled to go.
Try re-angling these to be more relevant for today. For example, a real estate brand’s article about how to create a comfy guest suite might turn into an article on how to create a cozy sanctuary for sheltering at home. A retail software brand’s guide to the in-store customer experience can be reslanted for the essential shops that are open now, with an eye toward improving the in-store CX during the crisis.
Can’t re-angle the content? Then mine it for any relevant bits you can chunk down for social media, email newsletters, and so on.
- Get more value from your existing content assets.
Repurposing your content lets you squeeze more value out of your existing content assets—and even in the best of times, recycling content is a budget-friendly way to reach more prospects. For example:
- Reoptimize evergreen blog posts and repost them as new. (Update facts and stats, optimize tags for SEO, add/change SEO keywords, update links, add new internal links.)
- Add copy to blog header images to make them usable for Pinterest, Instagram, etc.
- Recycle unsuccessful press releases/media pitches.
- Revise print articles around SEO keywords and reformat as blog posts.
- Convert a list article into several pieces of new content. (One for each point.)
- Edit interviews you conducted with experts for print articles into Q&A-style blog posts/LinkedIn posts.
- Post compelling quotes from sources to social media, with links back to the article/post.
- Combine groups of articles on similar topics into a downloadable e-book.
- Turn articles/posts into podcasts. (Record them as is, use the topics as a jumping-off point for a podcast idea, or interview your expert sources for the podcast.)
- Convert tips and stats from articles into infographics and quizzes.
- Trim down articles and posts to use as email newsletter articles.
All these suggestions can be implemented quickly, and at a lower cost than developing content from scratch.
- Outsource your content strategy & development.
Pay for only what you need, when you need it, with an outside content team. For example, a small, flexible content studio can help you strategize your content repurposing…be on standby until you need them to execute on that strategy…and then bring a fresh perspective to your content development.
We’ll end with a famous (and very relevant) quote:
“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.”
We will get through this. Whether our brands come through weaker or stronger depends on whether we react—or act.