There’s an old adage in marketing that you should always invest through a downturn. Over the years, research has shown that companies that stay visible during tough economic times and invest in crisis marketing will rebound more quickly when the cycle turns.
This time around, it feels different. B2B content marketers are having to shift radically their messaging, and constantly update it as the crisis develops.
So how should B2B content marketers react to the current crisis? In my view, there are five traits brand marketers need to demonstrate in order to keep their content visible, relevant and distinctive.
Posted on 14th April 2020
Now more than ever, it’s imperative for B2B brands to be visible. Battening down the hatches and disappearing from view is not an option.
Even in normal times, it’s difficult for brands to avoid clustering around similar topics. Pre-crisis, digital transformation, sustainability and ESG were the favourites. But fast-forward to today, that clustering becomes even more extreme as almost every B2B brand wants to write about just one, single topic.
So how do you tread the fine line between tuning into the context and sounding the same as everyone else?
Posted on 6th April 2020
In the coming months, business leaders will be hungry for insight into how to navigate this extreme adversity. Brands that stay visible and provide valuable, relevant content to their audiences will build strong, lasting relationships with their customers and prospects.
But what does this mean for the themes that are likely to be in demand as the crisis unfolds? Many of the perennial thought leadership topics will remain on the agenda, but the tone and positioning will need to shift.
Here are our predictions for which topics will be in greatest demand by business leaders over the coming months.
Posted on 26th March 2020
In our sector of B2B content and thought leadership, marketing professionals are rightly asking searching questions about how they should proceed with their campaigns. Some are thinking about how their pre-coronavirus idea will be received in what is now a very different world, and whether it is still appropriate now that the research or content creation is underway. Others are thinking about postponing campaigns until there is greater clarity about the extent and duration of the crisis.
Here are a few suggestions for how to make sure your message doesn’t strike the wrong key in the current environment.
Posted on 20th March 2020
These are unprecedented times for B2B marketing professionals. The coronavirus crisis has disrupted working practices and created a climate of severe uncertainty in financial markets and business.
What does it all mean for marketing professionals today, and how should they be setting priorities and ensure the right balance between prudence and investment?
Here are our views, based on our experience of working on B2B marketing campaigns for many years.
Posted on 17th March 2020
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