The challenges for marketers during coronavirus outbreak
On average, 30-40% of marketing budget is allocated for trade show sponsorship, travel, expenses, attendance, and collateral.
With the coronavirus blowing up trade show budget, marketers are challenged to redistribute that budget quickly.
Amid the fear of attending and sponsoring large events, marketers are turning to content marketing delivered directly to subscribers online to stay engaged with their customers.
Content marketing has evolved from being just blog posts and editorial strategies.
It’s a holistic approach that relies on a broad range of digital marketing strategies tactics such as email, social media, SEO, and paid media to continue engagement with customers.
Content marketing is a type of digital marketing in which brands develop an on-going relationship with customers through content that is non-promotional and provides value at every touch.
Unlike advertising, content marketing is not overtly promotional. Rather, content marketing allows brands to become storytellers and provide important information especially during times of crisis. Your customers and prospects seek out content that entertains, inspires, educates, and informs.
Content marketing can become an effective way for you to remain in touch with your customers and increase pipeline generation during the coronavirus pandemic.
Customers and prospects seek out content that entertains, inspires, educates, and informs – a strong content strategy will give you the opportunity to leverage important elements from experiential marketing online.
Coronavirus provides a new challenge for marketers that shines a light on the importance of relying on strategies outside of traditional channels (while expected to remain agile).
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