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sifatahmed
Jan 19, 2022
In Wellness Forum
In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States. “At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.” Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered. “When we were starting to come out of the recession in 2010, Content Marketing Institute quickly became the leading resource for content marketing education, not because we had some secret sauce, but simply because we invested in our audience for two years when everyone else went silent (or went out of business).” Even when times are difficult, professional audiences still look to people and brands they trust for guidance, information, and entertainment; in fact, one might argue especially when times are difficult. And as we’re said on this blog before, that continued search for solutions means the work of marketing doesn’t stop. The challenges our world now faces with the 工作职能邮件数据库 coronavirus pandemic and social justice movement create a unique opportunity for B2B content marketing to make an impact, even relative to other recessions and crises we’ve faced in the past. Here’s why. The Vital Role of B2B Content Marketing Right Now In an increasingly customer-centric business sphere, content marketing has become a virtually omnipresent tactic for two primary reasons: It’s cost-effective at a time where budgets and ROI equations everywhere are closely reviewed and scrutinized. It’s non-pushy at a time where customers are increasingly resistant to interruptive, promotional messaging. Both of these underlying drivers are magnified in the current environment. Budgets are broadly down – both for marketers and their customers – so business purchases (particularly discretionary ones) are being delayed and dialed back. As such, ads and content that aim for direct conversions can miss the mark. In fact, the perception that a brand is attempting to opportunistically profit during a crisis can be outright damaging. But content that is aimed at building brand trust, affinity and loyalty? It has the ability to make a bigger positive impact than ever. This is NOT the time to remain silent. As Sarah Tourville writes in a recent piece at Forbes, “Silence does not convey the look of a healthy brand, and perception is paramount during these trying times.” By stepping up and asserting our values, reinforcing our purpose, and delivering contextually useful insights, B2B companies can leave a lasting impression that profoundly strengthens our long-term outlooks. Your audience is receptive. Digital content consumption and engagement rates are way up. Are you ready to deliver? Here are three examples of B2B brands that have impressed me with the way they’ve risen to the challenge.
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