Politicians, economists and simple souls like me are speculating about the ‘new normal’. This term refers to everything that is different in our society once the corona crisis is a thing of the past.
I personally dare to say that the new normal is already starting to make its entrance. Like a sneaky infiltrator, the new normal squeezes itself between the pre-coronia and the post-coronia. This is evident, for example, in the way in which more and more companies are making working from home a permanent phenomenon, instead of seeing it as a temporary solution during a temporary crisis.
Where else will consumers see your brand?
Adformatie reported that Twitter employees can continueYou get the correct phone number list contact lists for your products and services, we provide 100% verified data. Customer support is available 24/7 with all plans, Phone Number List Database For Your B2B Marketing Our phone number list database can enable you to take your america cell phone number list business a reasonable advance of more traffic, leads and sales. Our databases of permissioned sites (good quality or huge quantity database you can increase leads by using it) bring together whatever the advertiser collected and promoted, either to promote your business getIdaaff=4922& /^/increase sales etc. to work from home for as long as they want. And in De Tijd we read that Facebook also has no plans to let its people sit back in the office. Mark Zuckerberg said in an interview that the experiences with the lockdown show that the productivity of the staff does not suffer from working from home.
Now, I personally think Zuckerberg and company also have potential savings on rent in mind when making these decisions. Let’s face it: Facebook employs 48,000 people worldwide, and that means they have to rent a lot of floor space to house their desks, chairs, water coolers and coffee machines.
Whatever reasons companies have for permanently having their staff work from home, the fact is that there are consequences.
And a consequence that entrepreneurs do not yet think about enough (but hopefully you will after reading this article) is the fact that you will have to revise your marketing strategy.
The most important marketing pillar in the post-corona will be content marketing . Let me explain why.
In the pre-coronavirus era, consumers were subconsciously exposed to brands like yours in countless ways:
Someone is waiting for the tram and sees a poster of a shoe store in the bus shelter;
Or he is in the car and sees a billboard of a car brand along the highway, or the logo of that car brand on the building of a distributor;
Or he sees the many advertisements in a free newspaper that he picked up at the train station.
When working from home becomes the new normal for a large part of the population, these kinds of fleeting (but important for you as an entrepreneur) contact moments will largely disappear.
Companies will have to look for alternative ways to stay in the consumer’s sights.
Photo source: GR Mottez on Unsplash
Become a trusted source of information
Today, people want to see brands as sources of information and entertainment rather than a seller of products. Consumers want to feel like they have a real relationship with the brands they spend their hard-earned money on.
The brands that nurture that relationship are the brands that will survive and even thrive both during and after the corona pandemic.
This is where your content marketing strategy comes in.
Your organization should have one primary focus when it comes to marketing: becoming a trusted source of information for your audience.
The best way to do that is through content (that’s what we online marketers call the content of a website).
To stay top of mind , your audience needs to engage with your brand online regularly – not just with online ads . To build trust, share your company’s mission, vision, and professional insights with your audience, as well as answer questions about your industry (without trying to sell your product).
The 4 Elements of Content Marketing
There are four main elements to any successful content marketing strategy. Each one deserves its own article, but to give you a taste, I’ll summarize them here.
1. Content pillars
In English called pillar pieces , but I like to call them content pillars. Content pillars are long articles (more than three thousand words) that are on your company site with the goal of making readers smarter. You are the teacher, the reader is the learner. Content pillars form the basis for your content marketing strategy.
Content pillars are the best way to highlight your organization’s expertise without flaunting organizational successes. In general, you should avoid mentioning your organization at all. The content pillars should answer the why, what, where, when, and how of questions your readers have.
There’s no absolute rule for how many content pillars your website should contain, but six or seven should be enough to start.
Examples? I’ll give you three!
When you type the term ‘content marketing’ into Google, a content pillar by American SEO specialist Neil Patel appears high in the results .
Neil Patel’s Content Pillar
This over-complete article on content marketing contains over ten thousand words! The great thing is that every word is in function of answering the questions that his target audience may have. It is through articles like this that Patel finds his clients: by positioning himself as a specialist in his field, people will approach him for assignments.
PositivePsychology.com: mindfulness
Google the term ‘mindfulness’ and on page 1 you’ll find a solid content pillar from positivepsychology.com:
Content pillar of Positive Psychology
This writing covers every aspect of mindfulness: what it is, what its history is, how you can apply it yourself, and so on.
Content pillars are also a great way to organize and create sponsored content with a co-marketing partner. For example, The Atlantic partnered with Athena Health to create a report (and content pillar ) on healthcare in the United States.
This content pillar also shows that such a page may also be special in terms of layout.
Content pillar of The Atlantic
Tip: Study these types of content pillar examples, even if they have nothing to do with your industry.
on your company profile or post tips and tricks on your blog, people will have a hard time actually connecting with your brand.As business leaders, you will therefore need to position yourself as a thought leader and share insights, visions and lessons from personal experience. This shows people that you care about your industry and want to see it move forward. Thought leadership puts a face and a story to the name of the person leading the company.
Business owners and CEOs who publish from the first person will likely create a personal fan base and grow in credibility in the process. Steve Jobs is an example of this. Business owners and CEOs need to publish on a consistent basis (at least twice a month) and focus on storytelling more than anything else. Storytelling is the key to success.
Very important: publish your work not only on your own site, but also on external sites (industry platforms and forums) where your target group is located.
Company blog
Now that your content pillars are in place and you are establishing yourself as a thought leader, it is time to publish articles on your company blog. Think of your company blog as a mini production house of content that meets the needs of your target audience.
Many companies neglect this part. They don’t publish regularly and their blogs look more like press releases than articles. Do it right: content marketing is all about positioning yourself as a reliable source of information. It’s not a place for self-promotion or reading material that the average reader can’t get through (because it’s too difficult or boring).
Start by publishing shorter, 600-800 word articles each week that dive deeper into some of the topics from your pillar pieces. Make sure these articles are informative and entertaining, so that readers will want to share what they’ve learned with others. In the process, your company blog will become a library of concise, actionable articles that will teach your readers and help them solve pain points in your industry.
4. Social media
One of the more obvious forms of content marketing is through have australia phone number buy database potential social media . Yet, organizations still struggle with communicating effectively on social media. The main problem is that companies feel the need to be everywhere at once. In fact, a good social media strategy comes down to mastering the right platforms for your business.
Find out which social media your target groups are on and adapt your strategy accordingly.
Photo source: Judit Peter on Pexels
COVID-19 and your marketing strategy
It’s clear: my expectation is that COVID-19 will impact your marketing strategy. I’ve given you tools to tackle this transition; now it’s up to you to take the next step.
Because you can never be too prepared, I’ll give you some do not yet think about ao lists enough reading tips. These are articles that further clarify how you can approach content marketing:
Sharing knowledge for free? You should too!
9 Key Tips for Writing Super Strong Blog Titles
A writer tells: how do you use storytelling to sell more?
The storytelling insight I got after a dream about aliens and herb cheese
Copywriting on social media: how do you do it?
Share this postPoliticians, economists and simple souls like me are speculating about the ‘new normal’. This term refers to everything that is different in our society once the corona crisis is a thing of the past.
I personally dare to say that the new normal is already starting to make its entrance. Like a sneaky infiltrator, the new normal squeezes itself between the pre-coronia and the post-coronia. This is evident, for example, in the way in which more and more companies are making working from home a permanent phenomenon, instead of seeing it as a temporary solution during a temporary crisis.
Adformatie reported that Twitter employees can continue to work from home for as long as they want.
