Many companies have managed to leverage content strategy during the pandemic successfully.
Businesses should closely monitor their purchasing consumers to identify any secondary or unexpected demographics that they might have overlooked. Interacting with this audience can help determine what kind of content can push audiences down the sales funnel.
While many companies have changed their content marketing approach to address the pandemic-related concerns, talking to customers can help them understand whether they are using the appropriate approach. Monitoring customer engagement, and finding out which content is driving more leads and conversations, can further help in identifying the right content format.
The author suggests businesses should continue creating the kind of content that their existing clientele already enjoys. But, they should also make sure their content is timely, unique and consistent.
[10 minute read]