content marketing for business

Restoring Growth: Content Marketing For Businesses Post COVID

Content marketing for business is a cost-effective way to get more leads and customers online.

That is why many businesses are turning to content marketing to restart their growth post COVID.

What Is Content Marketing For Business?

First, what exactly is content marketing?

According to the Content Marketing Institute, content marketing is “creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience. And ultimately to drive profitable customer action.”

This is a very appropriate definition and it should be the basis for your content marketing plans post COVID. It also means that content marketing is a long term approach. It’s not something that you can expect to get results overnight.

Let’s lay out the content marketing for business strategy that you can use to restore growth.

How To Use Content Marketing To Restore Growth

In post COVID times, more than ever, people want to feel like you care about them. To cut through the very noisy online environment, your content must be able to capture someone’s attention, provide valuable information and show that you genuinely care about them.

Provide Valuable Content To The Right Audience

Circling back to the definition of content marketing, the first step is having a clearly-defined audience.

This is more commonly known as your ideal client avatar, or persona.

Creating content without an established ideal client avatar is what separates the winning and losing content campaigns.

Your ideal client avatar should include demographics, psychographics, as well as their pains, needs and desires. By knowing these details, you’ll know precisely what solutions they are seeking. As such, position your valuable content to address these issues and present your solution to them.

Relevant Content That Your Ideal Client Actually Wants To Read

When it comes to creating relevant content, you want to understand where your customer is in the buyer’s journey. There are three main stages:

  1. Awareness Stage or Top of the Funnel. Buyer has become aware of a problem and is starting to do some research. Provide them with educational content.
  2. Consideration Stage or Middle of the Funnel. Buyer is actively looking for a solution and is weighing different options. Your content needs to show why your solution is a good fit.
  3. Decision Stage or Bottom of the Funnel. Buyer is ready to buy and is making the buying decision. Buyer just needs a nudge. So the right offer with the right content can have a massive impact on your conversions.

Here’s another thing to consider when making relevant content. Post COVID, people are feeling stressed. Thus, your message has to appeal to the situation they’re currently in.

This means putting out information that is entertaining, inspiring, informative, educational, or something that makes them feel better. It can be as simple as sharing your brand story and the people behind your brand.

The Key For Content Marketing Success Is Consistency

After all, content marketing is a long-term strategy. You’ll have to keep up with the content even when you don’t see initial results.

One way is to have a content calendar and plan your content in advance. Content is not just limited to blog posts. You can also make social media posts, live video streaming, email broadcasts and many more.

Keep in mind that the main focus of content marketing is building a relationship with the right audience.

Summary

Content marketing for business is essential, especially for businesses looking to restore growth in a post COVID world. If you want people to remember your business, now is the best time to start.

To recap, there are the 3 fundamentals for content marketing post COVID:

  1. Provide Valuable Content To The Right Audience
  2. Relevant Content That Your Ideal Client Actually Wants To Read
  3. The Key For Content Marketing Success Is Consistency

However, content marketing can be time-consuming. If you’d like professional assistance, we’d love to help so you can focus on other parts of your business. Book a call with us to discuss the possibilities.