Content marketers, creators, and distributors have never had a more important duty. No, seriously. Whether it’s news, sales, or entertainment; that content will play a critical role in informing, educating, and amusing us — particularly over the next several months of this COVID-19 pandemic. From a brand perspective, we believe those that “get it” and respond accordingly will not only survive in the short term but also thrive over the long term, thanks to increased audience share and enhanced customer loyalty.
News outlets have dropped paywalls to provide reliable resources as this story continues to evolve. Streaming services are rushing new titles to market to provide some distraction from the hard news— and keep the kids entertained — for those lucky enough to work from home. Brands and businesses are scrambling to adjust their service offerings to meet the demands of our “new normal.”
Strange times indeed. And while we are all in this together, some business models and industries may not survive to see what’s next; others will be forever changed. The same goes for content marketers, creators, and distributors. Those who can, “read the room,” add value, and guide clients and consumers through this unknown will have the best chance to come out on the other side.
Cast aside the old ABC’s of sales. Here are the re-tooled ABC’s that we believe will be de rigueur for content that matters:
Always be customer-focused: Recognize first the needs of your client or customer. Be considerate of the challenges they face as they adapt to changes in their work and home lives. Sure, sales would be great. But is a pitch really what your client needs right now?
Always be credible: In this age of misinformation, take extraordinary care in what you share, repost, etc. When producing original content, cite reliable sources and independently confirm the facts.
Always be connecting: How can you connect partners and clients with your audience in a meaningful way that provides value for all parties? Your events (even the virtual sort), webinars, podcasts, articles and blogs are all platforms to leverage in making those introductions.
Always be consistent: This may be one of the most difficult to achieve, but releasing your content at its regularly-scheduled intervals can help provide a sense of stability and normalcy for both your clients and your team.
Always be creative: There is likely no better time to experiment with different methods of content production and delivery. Always wanted to start a podcast or a vlog? Here’s your chance. Rough edges and hiccups are easily forgiven, if you’re willing to try something new for the consumers’ sake.
When minding these principles, you’ll very likely land on another ABC: Always Better Content.