Content reigns strong as king

‘Content is king’ is a phrase every marketer knows well and has only grown in relevance post-Covid.

As the avenues to reach clients and prospects are morphing the key for any marketing strategy is attracting and keeping the right audience.

Many conversations are revolving around how to engage when you can’t use the draw of a Michelin star restaurant to lure targets in and the big takeaway is that reusing the same old content just won’t cut it.

Video is continuing its meteoric rise as 30-second soundbites and snippets on LinkedIn or other social channels are proving more and more effective in driving an audience.

Time signalling is also proving even more important than ever to grab the attention of the historically hard to reach c-suite. A '2-minute read' signpost can do wonders!

Content, therefore, must adapt to engage. Marketers are playing around with length, formats, and focus as content can no longer just sit on an expo stand.

Content angles have had to pivot quickly too. There is a clear need to position content as ‘here to help’, sharing experience, resiliency and having your customers and clients involved, talking about what they have been through post-Covid.

Overall, the shift to virtual has been successful for many in driving more value from each content piece.

Video content can be repurposed into a podcast or shared in different regions with different sales leaders providing an introduction.

Filming video content in people’s homes has proven to be a slick operation when you have the right teams in place and while it may not prove cheaper, given the logistics, the ROI generated has been excellent.