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Transformation of Content Marketing in COVID-19

Content Marketing in COVID-19
Content marketing in COVID-19 has been wholly evolved. Let’s discover about transformation in content marketing strategy by knowing valuable statistics and necessary guidelines.

Introduction


Content marketing is a strategic way of marketing approach that primarily focuses on top-notch content, authenticity, valuable information, and customers' need to attract their audience to buy their products or services.

The content you are delivering to your target audience, customer, or prospects should be valuable, authentic, and need to reach them in a way that feels organic and accepted. Content plays a very decisive role in the establishment of a brand. Content marketing growth statistics show that 77% of marketers say their company has a content marketing strategy. Meanwhile, 69% of successful B2B marketers now have a documented strategy for content marketing in COVID-19

More than 77% of marketers have transformed their content marketing strategy owing to pandemics. Marketers believe that the pandemic intensely affected people. Now, it has become challenging to influence your target audience with outdated strategies. The need of the hour is to approach your audience with calculative steps, innovative ideas, and well-research content. 

Let’s look at each aspect of content marketing in the COVID-19 strategy that can turn your innovations and ambition into success.

Types of Content Marketing


There are a variety of content marketing types that differs from business to business.  It’s eventually about what kind of content marketing helps your business to reach a definite goal. Here are some common kinds of content marketing.
  •        Blogs
  •        User-generated content
  •        Social Media Posts
  •        Videos
  •        Podcasting
  •        Email
  •        Infographics
  •        Ebooks
  •        Whitepapers
  •        Case studies
  •        Memes

Why Content Marketing Matters?


The famous saying “Content is King” is undoubtedly true. Your content marketing strategy decides your business existence. Let’s find out how content marketing is far better than other marketing tactics. 
  •  Content marketing is a significant component of each digital marketing strategy which is unavoidable.
  •  A persistent content marketing strategy provides positive ROI.
  •  Unique and thorough content assists SEO in performing better.
  •  It is cost-efficient.
  •  It builds trust with your customers.
  •  It makes your marketing funnel better.
  •  Content marketing strengthens your communication with customers.
  •  Different industries such as OTT, digital marketing are entirely dependent on content
  •  Quality content makes you stand out from other competitors.
  •  It increases mouth-publicity.
  •  Content marketing turns your visitors into customers.
  •  It decreases your advertisement spends.
  •  Educate your leads and prospects about your products and services.
  •  Quality content aids other marketing strategies to accomplish your business goal.

Statistics about Implementing Content Marketing Strategy 

  •  89% of content marketers use blog posts in their content creation strategy.
  •  70% of marketers are actively investing in content marketing.
  •  78% of companies have a team of one to three content specialists.
  •  24% of marketers plan on increasing their investment in content marketing.
  •  94% of marketers use social media for content distribution.
  •  70% of the B2B content marketers say their brand’s content marketing efforts have been much more successful than last year.
  •  96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience.
  •  61% of consumers have also bought something that’s recommended by blogs that they read.
  •  69% of marketers use content to tell stories.


Make Your Content Marketing Strategy More Powerful in COVID-19


Holding presence on demanding platforms and perform remarkably is only possible when you have a resilient, persuasive, and extensively researched content marketing strategy. How content marketing in COVID-19 has entirely changed, and how can you utilize those strategies to keep your audiences engaged and experience profitability? Let’s understand.

Organizational Support


Your content marketing strategy is nothing without organizational support. Most of the time we find people working department-wise and don’t participate in other’s department activity. Whether you have a big team or a small one, you will need to have everyone in the company participating in your content strategy. They can give their contribution in any form.

Reanalyze Your Goal


Setting a goal is not enough at the time of pandemics when businesses are grappling with various challenges. You need to recalculate your goal regarding every element such as target audience, finding a niche, market research, budget, etc.

Write for Your Customer, Not for Your Brand


Undoubtedly, experiencing profitability is your business goal, but sometimes it is essential to understand your customers’ expectations or needs. Therefore, your content marketing strategy only will be succeeded when you have a proper understanding of your audience, prospects, or customers. 

Determine Your KPIs


After setting your goal, your next job is to develop key performance indicators. KPIs are highly effective in quantifying your actual performance against your objectives. Unique page visits, downloads, shares, inbound links, CPC, CPL, ACV, products review, website traffic are the essential key performing indicators to evaluate your performance.

Find out the Right Kind of Content


It is not essential to adopt each content type to be in the race. It would help if you finalized that which content type is appropriate for your business. You cannot invest your entire budget in every kind of content. When it comes to the whitepaper, it performs differently as compared to social media posts.

Analyze Each Channel Performance


When you are writing for your blogs, it doesn’t go the same way you write for the whitepaper. Different marketing channels need a specific style of writing. It could be narrative, persuasive, expository, or informative. Therefore, analyzing the performance of each channel is mandatory so that you can choose your appropriate channel and write accordingly.

Enhance the Quality of the content


The quality of the content should be the utmost important concern to each marketer. Therefore, you can’t compromise with the quality of the content. Quality content consists of authenticity, valuable information, readability, visual appeal, authoritativeness, length, and extensive research of that particular industry.

Be Innovative and Approach with Humor


Innovation is the critical component to transform your content marketing strategy. Promoting your products or services by being innovative and approaching with humor is vital in this time of pandemic when people are dealing with various difficulties. Moreover, an amalgamation of creative content and humor can assist your business in finding out decided results.

Final Thoughts


Marketers are very well aware of changes in content marketing in COVID-19. And they started discovering to make their strategy better by researching. These valuable tips that have been mentioned above regarding content marketing strategy can surely elevate your business towards success, profitability, and accomplishment of your goal.

Frequently Asked Questions

How to optimize your content in COVID-19?


You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences.

What is the best type of content in COVID-19?


It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing.

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Movable Ink To Acquire Coherent Path

Movable Ink | February 21, 2022

Movable Ink, the leading content personalization provider, announced that it intends to acquire Coherent Path, the AI-powered content engine powering some of the world's biggest brands. Coherent Path aggregates data from a variety of sources and applies AI to map each customer's unique product discovery path and guide customers towards new products that deliver greater lifetime value for brands and customers alike. Unlike traditional algorithms that reinforce what customers already like, Coherent Path helps customers discover new products that they'll love while also meeting the brand's goal of delivering the most value to a customer relationship. Marketers still retain the ability to define business rules and own strategic brand goals; Coherent Path just helps marketers reach those goals faster. Coherent Path will be integrated into the Movable Ink platform to help marketers intelligently and automatically adapt their messaging while maximizing the ROI of their marketing programs. Movable Ink continues to focus on content-level personalization by automatically generating content while seamlessly connecting into existing martech investments like ESPs and Marketing Clouds. Every company on the planet wants to put their customer at the center of what they do. Personalization has become the new strategic imperative. Despite unprecedented access to data, marketers have not been able to understand recent behaviors and quickly shift their marketing to changing customer tastes. Existing production processes fall down when one has to create millions of unique experiences at speed and scale." Vivek Sharma, CEO and Co-Founder of Movable Ink "With Coherent Path's acquisition, we're bringing a game-changing AI technology to marketing teams everywhere. Whereas many current machine learning systems simply reinforce known customer behavior by recommending products similar to those customers have already purchased, Coherent Path's unique approach focuses on discovery. Customers are guided to their next favorite products, categories, and content, through AI that organically shapes content to fit each customer's evolving tastes and guides them to new areas across the product catalog. This is a potent solution when combined with Movable Ink's data access, content generation, and cross-channel personalization capabilities," added Sharma. "We've been leveraging Movable Ink and Coherent Path to optimize and automate our email marketing program for several years now and have seen exciting results, including significant lifts in engagement and revenue," said Sean Duffy, Vice President – Contact Strategy & Search, Bloomingdale's. "With Coherent Path's AI and Movable Ink's ability to automate the creation of millions of variations of personalized content, this union is a win-win for Bloomingdale's as we work to increase production efficiencies and provide our customers with relevant content that enhances our relationship with them. We're eager to see how Coherent Path and Movable Ink build upon their unique value propositions together to help us take our personalization efforts to the next level and drive increased revenue." The acquisition of Coherent Path by Movable Ink will enable marketers to better understand customer intent, activate any data, and serve the ideal, personalized content in an automated way across a variety of customer touchpoints. "Coherent Path and Movable Ink have a shared vision of how the power of data and technology can transform marketers' strategies and drive incremental, lasting value," said James Glover, CEO and Co-Founder of Coherent Path. "We are excited to combine forces with Movable Ink to transform marketing from guesswork into a science that delivers powerful ROI." With the addition of Coherent Path's 50 employees, Movable Ink will cross 500 employees globally. Canaccord Genuity LLC served as exclusive financial advisor to Coherent Path in connection with the transaction, and Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo, P.C. served as legal advisor. Cooley LLP served as legal advisor to Movable Ink. About Movable Ink Customers don't experience data, they experience content. Movable Ink activates any data into personalized content in any customer engagement. More than 700 of the world's most innovative brands rely on Movable Ink to accelerate their marketing performance. With more than 400 employees, the company is headquartered in New York City with operations throughout North America, Central America, Europe, Australia, and Japan. About Coherent Path Coherent Path is an AI content personalization company for top retailers seeking to transform their email programs into a modern data-driven channel focused on revenue. Our machine learning solution empowers retailers with the optimal themes and categories they should feature in today's campaigns while continuously learning to inform the campaigns of tomorrow, deepen the customer relationship, and grow future revenue.

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