Article Written by Katina Jaye Beveridge, ASBAS Advisor, Western Sydney Business Centre.
With interest rates rising, cost of living going up and customers spending less, we need to brace ourselves for a different market ahead. One of the areas we will see impacted is our marketing. Audience engagement is one metric we may see suffer, and no matter what email hacks you employ, getting people to respond becomes more difficult. While slow times can be more challenging, it can also be an opportunity to do something fruitful.
Let’s look at what content marketing can do to help us get through these times and how we can stay productive.
1. Check what you missed.
With a little more time on your hands, you and your team should search for — and repair — holes and other flaws in your current content strategy. Go over your content with your team, including marketing, sales, and account services. What content do you lack? What are the unanswered questions from your audience? What content triggers must you address?
Begin planning your timelines and publication dates, as well as the topics you want to cover and which thought leaders will write which pieces. Then, go into the knowledge banks of the thought leaders and begin supplementing or outlining the articles with their own ideas to streamline content creation and keep your team from scrambling to create content later.
3. Audit your content.
The goal is to examine what has worked well, what hasn’t, and what needs to be changed. If you’ve aligned your content goals and metrics, and your team is tracking your progress, you should be able to see how far you’ve come — and how far you still have to go in the coming months to finish the year on a high note.
4. Keep your contact details updated.
Make sure you are easy to reach even during downtime. Demand for your products or services is lower than usual right now, but do not be deceived – people are still buying and paying attention. People who have less to do will spend more time on social media and browsing the web, so make sure you are easy to reach.
Over the last few years we have experienced so many challenges in business, fortunately we have the experience to be able to ride anything out.