Content marketing: an ally during times of crisis
Posted: Wed Dec 04, 2024 4:12 am
Content Marketing
In times of uncertainty and economic crisis, content marketing is a key tool to build customer loyalty and retention.
For the past couple of years, a series of events have had drastic effects on the world economy: Covid -19 and its aftermath, inflation and the invasion of Ukraine are some of them.
"The United States started the year with a quarter of declining economic activity, and Europe is now showing signs of a weak recovery every day, with growth of just 0.2%," writes Germán Machado Rodríguez, Master in Economics and Public Policy, in Forbes Colombia . "Although there probably won't be an economic storm right now, a possible recession is already anticipated at the end of 2022 or in the first quarter of 2023."
According to Machado, Colombia is no exception to this reality: "Inflation in the country is above 9% and all projections suggest that it will close the year above 8%."
This situation has posed new challenges for companies. With the vp business development email lists pandemic over and a possible recession ahead, companies are wondering how to position themselves in times of crisis and what strategies are worth investing in to retain their customers and increase demand for their products and services.
How are B2B companies affected in times of crisis?
Investment in content marketing
Economic, political or social instability can cause negative impacts on companies: increases in operating costs, commercial losses, impediments in supply chains, among others.
As part of the "solution," one of the most common mistakes made by companies trying to survive during recessions is to freeze or reduce marketing, communications and advertising budgets, according to an article published in infomarketing.pe
In the note, Estuardo Lu Chang-Say, professor of Administration and Marketing at ESAN University in Peru, points out: "Normally when we enter times of crisis and sales fall, the marketing budget tends to fall along with sales."
However, in times of crisis it is necessary to do the opposite: adopt marketing strategies to strengthen the brand, reinforce customer confidence and stimulate demand.
According to Lu Chang-Say, "it is best to focus on keeping customers who frequently buy the product, as they are more loyal to the brand. Marketing strategies should be geared towards satisfying this sector, who will continue to bet on the company because they are happy with what it offers."
In this sense, content marketing is an affordable and effective alternative to paying for expensive advertising campaigns and television commercials .
How can content marketing help a business stay afloat during a recession?
Content marketing is one of the most effective ways for businesses to connect with their customers:
1. Increases brand awareness: Content marketing can help build brand awareness and increase visibility among potential customers. Today, 56% of marketers use blogging , for example, as part of an effective lead generation strategy, and 10% say it’s the type of content that yields the highest return on investment .
In times of uncertainty and economic crisis, content marketing is a key tool to build customer loyalty and retention.
For the past couple of years, a series of events have had drastic effects on the world economy: Covid -19 and its aftermath, inflation and the invasion of Ukraine are some of them.
"The United States started the year with a quarter of declining economic activity, and Europe is now showing signs of a weak recovery every day, with growth of just 0.2%," writes Germán Machado Rodríguez, Master in Economics and Public Policy, in Forbes Colombia . "Although there probably won't be an economic storm right now, a possible recession is already anticipated at the end of 2022 or in the first quarter of 2023."
According to Machado, Colombia is no exception to this reality: "Inflation in the country is above 9% and all projections suggest that it will close the year above 8%."
This situation has posed new challenges for companies. With the vp business development email lists pandemic over and a possible recession ahead, companies are wondering how to position themselves in times of crisis and what strategies are worth investing in to retain their customers and increase demand for their products and services.
How are B2B companies affected in times of crisis?
Investment in content marketing
Economic, political or social instability can cause negative impacts on companies: increases in operating costs, commercial losses, impediments in supply chains, among others.
As part of the "solution," one of the most common mistakes made by companies trying to survive during recessions is to freeze or reduce marketing, communications and advertising budgets, according to an article published in infomarketing.pe
In the note, Estuardo Lu Chang-Say, professor of Administration and Marketing at ESAN University in Peru, points out: "Normally when we enter times of crisis and sales fall, the marketing budget tends to fall along with sales."
However, in times of crisis it is necessary to do the opposite: adopt marketing strategies to strengthen the brand, reinforce customer confidence and stimulate demand.
According to Lu Chang-Say, "it is best to focus on keeping customers who frequently buy the product, as they are more loyal to the brand. Marketing strategies should be geared towards satisfying this sector, who will continue to bet on the company because they are happy with what it offers."
In this sense, content marketing is an affordable and effective alternative to paying for expensive advertising campaigns and television commercials .
How can content marketing help a business stay afloat during a recession?
Content marketing is one of the most effective ways for businesses to connect with their customers:
1. Increases brand awareness: Content marketing can help build brand awareness and increase visibility among potential customers. Today, 56% of marketers use blogging , for example, as part of an effective lead generation strategy, and 10% say it’s the type of content that yields the highest return on investment .