With the pandemic affecting consumer behaviour in 2020, customers want real and substantive solutions from brands to solve their everyday challenges.
Businesses should consider consumer-focused content as an integral part of their 2021 content marketing strategy. Instead of pitching sales amid the health and financial crisis, marketing should emphasise on providing trusted information through content, video and pillar pages to retain existing customers and acquire new ones.
Companies should understand that customers now crave humanity, care and understanding – even from brands. They should align marketing and sales to understand customer needs better. Aligning both the departments can not only help generate more relevant content ideas but also aid in improving targeting.
Leveraging video content can further help marketers better position themselves for the future. A HubSpot study found 72% of consumers would prefer to learn about a product or service via video.
[11 minute read]