This is what content strategists must do to reassure customers, boost sales in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 16, 2022, 5:35 AM GMT+0

The easing of pandemic-time restriction may have infused optimism in businesses worldwide, but most audiences are still not ready to return to physical events.

Despite “zoom fatigue”, the constantly changing nature of COVID-19 protocols has left brands apprehensive about new variants. Marketers need to adjust their strategy to incorporate virtual and hybrid events to offer audiences a mix of physical and virtual experiences and enjoy increased attendance rates.

Brands would also need to target the increased anxiety levels among consumers, owing to inflation, market volatility and social unease. With 93% of customers reading online reviews today, content strategies must include case studies and encourage organic testimonials. Such content can reassure customers and encourage purchases.

Similarly, video continues to be an effective and popular marketing tool, with just 11% of marketers having no plans to invest in the format this year. Certain marketers are also keen on experimenting with AR and VR technology in 2022. But, with businesses returning to pre-pandemic norms, content strategies should primarily focus on tried-and-tested formats and methods.

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