As consumer behaviors change due to COVID-19, content marketing services must evolve as well.
It’s impossible to say what will happen in the next year, but one thing is for certain: Content marketing services have evolved in this unprecedented year. Fortunately, you can prepare for whatever comes next with the right content marketing strategy that is focused on a digital-first, hyper-local, trust-based economy.
We covered “a decade in days”
Sometimes it feels like things are barely changing at all. Other times things shift so rapidly it’s hard to keep up. When COVID-19 hit, everything about our lives shifted in a matter of a few days.
A June 2020 report from McKinsey & Company highlights the rapid shift that covered a “decade in days” in terms of digital adoption:
- Remote workers multiplied 20 times in three months.
- In eight weeks, e-commerce deliveries saw the same increase as they did in the past 10 years.
- Homes became classrooms for almost all 56 million school-age children in the U.S.
- In 15 days during the spring, telemedicine visits increased more than 10 times.
- Streaming service Disney+ achieved the same number of subscribers in five months as Netflix did in seven years.
Many of these trends did not begin with COVID-19. However, they radically changed how we live and interact and are likely to continue after things return to “normal.”
Successful content marketing services must now cater to this digital-first lifestyle.
Brands must build consumer trust
to cut back on spending and shift toward essentials. They also reported dramatic disruptions to their normal consumer behaviors, and 65% will likely continue those behaviors. This disruption presents an opportunity for brands to build trust. It also comes at a time when trust in brands was on the decline.
Beyond convenience and value, consumers are considering brand loyalty, quality and purpose in spending decisions. Content marketing services can help brands build a targeted and consistent strategy to reach consumers with the right messages and demonstrate their own commitment to those values.
Shopping consciously and locally
The virus has shaped consumer attitudes and behaviors in real time as people grapple with change and uncertainty. In an April 2020 study by Accenture, three trends emerged that are likely to continue:
- Consumers want products and services that support a healthier lifestyle.
- People are aware of the short- and long-term impacts of consumption. They are more likely to seek out brands that promote sustainability.
- The desire to shop and support local businesses has increased as consumers see the devastating toll the pandemic has taken on small businesses — watching the juxtaposition as local shops go under while corporations post record-shattering profits.
Content marketing can help local brands target the right consumers with messaging on the brand’s values and their commitment to the local economy.
The bottom line
As consumer sentiments and behaviors change during and after COVID-19, content marketing services must evolve as well. The rapid shift to a digital-first economy presents significant opportunities for brand growth, and your content marketing strategy sets the stage for a stronger future.
To enable maximum success in your content marketing strategy, download Tempesta Media’s e-book to learn about the mistakes brands often make in establishing their content marketing programs.