As COVID-19 grips the world, content marketing is more important than ever before. Whereas most marketing leaders will budget 80% or more on trade shows or direct marketing campaigns, they’re now confronted with tough marketing decisions. Subpar returns on investments are observed on even the most popular social media platforms like LinkedIn and Facebook. The question many marketers are asking is, how do we adjust? What changes are needed?
As a result, many marketers are stepping up to the plate and conducting more live streams, webinars, publishing credible research reports, and creating more engaging content to increase subscribers while maintaining existing customers. Fortunately, the results have been positive. In fact, online content marketing offers opportunities like never before. The economic downturn has resulted in an increase of online visitors and innovative work strategies. Consequently, changes in behavior and flexible work strategies also impact budgeting and investment decisions.
The pandemic has influenced how businesses operate, forcing nearly every business to re-examine the most marketable and profitable strategy. The biggest realization of all is that content marketing is not successful without amazing content. As a result, LinkedIn has reported that about 80% of marketers are expected to allocate greater funds for their content marketing campaigns.
We’re not talking about any kind of content. We’re talking about top-funnel content which includes blog posts with digital designs and infographics. The type of content that can have a huge impact on website visitors like product videos with magnified visual effects, mega case studies that offer new possibilities, and high-ranking newsletters that urge website visitors to sign up immediately. For years, content was limited largely because of technology and antiquated journalism methods.
Once a marketing team has dedicated itself to producing great content, it becomes easier for a company to build trust with its audience. Successful companies rarely abandon customers after they fill out a subscriber form. It’s vital to keep customers engaged and well-informed. Great digital marketing is the consistency of providing informative and remarkable information to online visitors and customers.
If you’re still skeptical, take time out of your busy schedule to view the statistical data for the average business-to-business buyer before and after viewing content. For many small businesses, this is useful information. Great content is always the key to making marketing worthwhile. However, it’s now becoming a necessity because of the global pandemic. As expected, the pandemic is forcing companies to reevaluate their content marketing efforts, for they now know that paid media doesn’t perform as well as engaging content.