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In this back-to-school period, in the midst of uncertainty around the COVID-19 crisis and its echoes at the end of the year, companies with a B2B strategy have more interest than ever in reviewing their content strategy. 

While trade shows and other BtoB events are canceled (recently the E-Marketing and Paris Retail Week trade shows were postponed to April 2021), it is appropriate to take stock of the customer journey and think about the levers on which to act as a priority in this return.

Work on your visibility and your trust capital with your audiences

The Content Marketing Content Marketing is the brainchild of: 

  • Gain popularity
  • Go up on search engines
  • Connect to your audience through social networks 
  • Earn the trust and loyalty of its customers. 

This approach makes all the more sense in these uncertain times when confidence is more than ever a key factor for business recovery.

Note that only 8% of consumers think that brands should stop advertising (source Kantar, 2020). In other words, you can and should use this atypical time to strengthen your brand image.

It is obviously not a question of abandoning the levers dedicated to the acquisition of leads and the final transformation, but of working to increase your share of voice and the visibility of your brand and your content. 

Your content marketing strategy is certainly thought out and built for the long term, which is why it is important to focus now on a time of building confidence in this time of crisis (health and economic).

There are a multitude of Internet speaking formats (blog, videos, white papers, social networks, etc.) to reach your audiences throughout the consumer journey.

With a 21% worldwide growth in the use of social networks (source Statista, 2020), networks like Facebook and LinkedIn are becoming essential for highlighting your publications, pushing your blog articles or videos for example.

Speaking of video, YouTube saw a 500% growth in video views worldwide using the term “at home” or #withme (source: NBC News). The opportunity to invest in and push this content format, especially since social networks, and recently LinkedIn, offer the possibility of targeting audiences who have interacted with your videos. 

You are targeting audiences further upstream of your conversion funnel, because the current situation pushes you to do so. And that’s a godsend because in a long-term content marketing strategy that’s the basis of success, and your audiences are currently less receptive to a more aggressive marketing message anyway.

Take stock of your goals

What do your targets want right now? How do they see the future? Ask yourself what your customers and future customers want and how you can meet their needs.

At a time when your audiences are perhaps less quick to consume your services, because the period does not encourage them or less, ask yourself what they are looking for in priority right now, what do they need. If this is reassurance, if your targets are rather focused on finding a solution to find the path to success, you will then have to adapt your content to support them at this key moment, which must not be divested.

Your content strategy must be able to rely on a balance between different levers, organic and paid. The organic or natural levers (SEO, blogs, social networks, etc.) allow you to build your authority while giving you visibility.

Paid levers offer you the opportunity to precisely reach your core target and drive your audiences to the right content throughout the customer journey, until the final transformation.

How to write your advertising messages in times of crisis?

  • Focus on branding rather than overly aggressive marketing messages
  • Make sure that your messages take people into account, focus on emotions, generosity, and even humor
  • Be humane and generous, for example, you can ask your customers how you can help and be of service to them.