Helpful Content Marketing is Now More Important Than Ever

Whenever a client first embarks on content marketing with us, we talk about the importance of making content useful for their audience. Our favorite suggestion is, find out what questions people are asking and create content to answer those questions. You can take it a step further by finding out your customer’s pain points and offering solutions in your content. See that? Useful content, the stuff people will want to stop and read. With recent uncertainties and many small businesses struggling as a result, helpful content marketing is now more important than ever.

First and foremost, please don’t stop marketing

We’ve talked about this in a more recent blog post, the concept that you should not stop marketing during tough times even though that’s what a lot of companies do. Sure, be smart about your marketing spend, and make sure you can see an ROI from your efforts, but don’t stop! Why? There’s a lot of historical data that shows how companies who not only forged ahead with marketing during tough times but even doubled down on marketing, came out well ahead of the pack when things got better again. Those business owners savvy enough to think long-term will continue marketing, making their marketing message stand out and remain top of mind when consumers are ready to spend again. Another reason to keep marketing efforts intact is the affordability of marketing during an economic downturn. Ad costs go down when demand goes down. Inventory for ad space in print and online become more readily available and may be priced right to sell. This same concept may apply to almost any kind of advertising: magazines, newspapers, billboards, radio, TV, etc. Small business marketers would be well-served to take advantage of these opportunities while their competitors sit on the sidelines.

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