Content marketing is an element of Inbound marketing that has been much talked about with the Covid crisis. If before the pandemic content marketing was a lever for customer acquisition, it has now become a real marketing essential for companies. Daniel Bô, a French marketing expert and one of the pioneers of brand content and branded content in France, explains to us in this webinar the different content techniques that have helped companies overcome the crisis. In this article, we bring you the key points to remember from the webinar on how content marketing will save you from the crisis.
Reminder of what Content Marketing is
Joe Pulizzi , the pioneer of Content Marketing , defines it as a means of communication to attract consumers and make them interested through high-value content.
Basically, content marketing is a strategy that is based on usa mobile database the creation and proposal of content with high added value. The content must be both useful and informative so that it communicates better with its audience, develops the visibility of the brand.
Content marketing can be an editorial strategy, targeted messaging, or other storytelling techniques aimed at promoting a brand. It serves to increase visibility among a target audience, in search engines but also on social networks.
The challenges of content marketing have been reinforced by the health crisis. It is now through its performance that companies can remain productive and maintain the course of their activity. Thus, brands are storming all types of content to stay in the race despite the crisis.
The crisis is a vector of social paranoia among consumers
With the various waves of contamination that hit in 2020, fear has set in among many consumers. They are becoming reluctant to enter stores. Wearing masks and gloves is becoming imperative for both some customers and points of sale. However, displaying too much protection can become counterproductive for businesses because some outfits are too anxiety-provoking for customers. Consequently, it is advisable to medicalize accessories to protect oneself less so as not to scare visitors.
Other restrictive measures have been much talked about, such as manifolds or notebooks to be filled out by customers in certain public places such as restaurants. This is a measure to simplify tracing in the event of contamination. The same goes for certain aspects in Retail, such as fitting rooms.
Faced with these measures, the main solution is to offer high quality product information. Since we can no longer touch the product and we no longer have time to discuss with the seller, we will have to inform ourselves without handling it. This is especially true for products that require specific technical explanations. Therefore, it is very important to maintain the quality of the product description.
Moreover, product information is no longer about offering a description on a white background with an image. It is now possible to offer videos showing the use of the product. This is also the case for many e-commerce sites in which the product images are particularly highlighted. The idea is to show the Internet user the product as if they already had it. In short, product information is about understanding the product even though you cannot touch it.