I was in a meeting the other day, where a fellow Small Business owner commented on the difficulty of coming up with content in a time like this. Everything feels uncertain, and we are waiting in limbo not only regarding our health but in many cases for our livelihood.
Creating content can feel like the last thing on your mind.
But it’s still important to think about at a time like this. According to global research done by Kantar, 78% of consumers believe that brands should help them with their daily lives. Furthermore, over 50% of consumers believe brands should communicate as they’ve always done. Content is still important.
So, how do you even try to create content at a time like this? Let’s take it in 3 small steps.
Step One; Focus on the process and not the output. It can be tempting to feel like you need to create boatloads of content right now. Worries about your business might be sparking that creative need or maybe you just find yourself with more time while #workingfromhome.
While you can dip into your creative side and pull out lots of drafts of different types of content, don't stress yourself by having unhealthy expectations. You can wander into the experience, and this creative brainstorm can result in things that are far different from what you initially imagined. What might start out as a blog can turn into something larger. What starts out as a social media post could turn into an article.
Instead, think about WHO you’re helping. This is Step Two.
There’s a consumer out there that really needs what you’re selling. They may or may not know about you. But they need to hear from you; they need to hear about the value that your service or product will bring them and how you can make their lives better.
Think about this person. Who are they? What makes them tick? What are they struggling with? Brands like IKEA and Budlight created content to speak to things that people are currently dealing with, like enjoying your home and connecting with your circle through social distance.
When you’re done with that, focus on Value and Utility for THAT Consumer. That's Step Three.
How can you communicate with this consumer? What kinds of content do they consume when thinking about things related to your brand? How can you use video, blogs, articles etc to help them with their lives while highlighting your brand USP?
Brands like Behr and West Elm rose to this challenge by creating custom Zoom backgrounds for consumers. They were responsive to the current environment and saw many people were meeting through platforms like Zoom in lieu of meeting in person. By designing backgrounds using their products, they are able to build awareness of their products and increase your affinity for their brand.
So keep engaging in the creative process. As now, more than ever, there are consumers looking to connect with what only you can offer. If you need help with your creative or marketing strategy, let us know.
We, at Match Sync, wish you and your family safety and wellness at this time.
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