How to differentiate your content from the masses in the post-covid era
During these times it’s perfectly normal to ask yourself, as a content marketer, how you should adapt your content so that it would make a difference and stand out in the crowd. In the following we will try to disseminate some of the most important aspects to be kept in mind when preparing your content strategy for the post-COVID future.
During and after harsh times, don’t forget about content marketing’s main objective
At its core, content marketing is about helping audiences solve problems. In recent weeks, we’ve seen countless businesses, employees, and communities face new and unprecedented challenges for which there is no pre-existing playbook. High-quality, relevant content can be invaluable at a time like this. This is why in such a dramatic and rapid shift in what audiences need we must prove our helping nature.
Don’t say it unless you have something unique to say
What helped us most these days at D-COMMUNICATIONS was striving to deliver unique value without asking anything in return. Secondly, we consistently gathered feedback and monitored engagement rates on the new content being published, so that we would be prepared to adjust our content strategy as the changing situation continues to evolve. I know, it can become tiresome and you can even feel down on your energy and inspiration but what matters the most is to make use of your inner human feelings and show empathy, support and understanding.
Publish schedule content but always be lookout
Delivering scheduled content helps to rank in search and also maintaining a cohesive marketing plan. Not delaying your content and using a content calendar to plan ahead of time allows you to create a consistent flow of content that continues to build towards your marketing goals developing a unified voice for your brand as experts in your industry. But be mindful of the fact that sometimes, there might be the case where the scheduled content wouldn’t be appropriate or relevant. So you will have to be agile: adapt and be ahead of your audience to deliver what you think it might be useful and helpful for them at that very moment. We encountered some situations when almost all of our content had to be changed so that it would help and shed light on what was important for our audience right then.
Create reasoned content based on research and data
It is proven that a reliable content marketing strategy is based on research and case studies since solid evidence to support a claim is extremely important. Most persistent and trustworthy readers are ones who need data and scientific research to make their marketing choice. This is even more applicable today in these challenging times when people pay more attention to any information that would help them make the best decision. Thus, reasoned and based-on-arguments information is hugely valuable especially when used to generate ideas, create influential statements and finally shape your content strategy. At D-COMMUNICATIONS we always define our content strategy based on relevant and trustworthy sources, combining personalized texts with focus on our clients’ most important needs.
Lessons to take with you
What should be borne in mind is that after these times, we must learn to become adaptable and present, paying attention to what happens out there, so that we can help people the best we can. Always ask yourself if whatever you post, write or broadcast will be helpful and trustworthy for your costumers. Hence, avoid writing just for the sake of it, trying to put your clients’ needs above yours. Don’t lose hope, as this is just a gap that needs to be filled with valuable and unique content that will definitely differentiate you from the masses.