One of my favorite old business partners at Toyota Motor Sales HQ used to say, "Our company likes to level-set often, have good internal conversations about where we are - and this includes understanding if we are where we really think we are. Se we level-set."
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Creating New Content in the New World
When it comes to creating new content during this challenging time of social distancing, our sole focus should be on delivering work that is genuinely helpful to our audiences, without being opportunistic or adding more noise to a topic that has already been widely covered by others.
Did you know that 71 percent of consumers agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.
It's clear that many businesses have been forced into hibernation, but this does not mean your audiences' appetites for helpful content have gone away. It's actually the other way around. Consumers are increasing searches for valuable information and engaging with businesses at record rates.
The reality is we have never witnessed such sudden and dramatic shifts in what audiences need, and the marketers that are nimble enough to adapt their strategy quickly are the ones most likely to provide meaningful help for the duration of the crisis at hand.
Those who will succeed will leave a lasting impression on their audience. According to Gartner, brands that meet consumer's needs at this time can "re-establish trust through customer-centric actions."
According to research conducted by Edelman, 85% of people expect companies to use their power to educate their audiences during the COVID-19 crisis.
For some companies, that could mean writing in-depth articles that offer expert advice on relevant topics or aggregating publicly available information to make it more accessible for readers.
Or we're seeing many clients truly buy into practicing and providing digital care by supplying helpful short videos and text messages to their audience about topics that matter - stuff you or I would appreciate and respect - content that offers value, that we're proud to share with friends and family.
The question that every business should be asking themselves right now is: how can we help?
According to HubSpot Research, 55% of people no longer trust the companies they buy from as much as they used to, and 71% do not trust sponsored ads on social networks.
Just think what one helpful video per month to your audience could do for your business - especially if you're in that 55% from the statistic above!
Hope this was helpful!
Cheers,
Charles