Many B2B marketers such as myself have been working to find ways to continue to market our products and services without turning what appears to be a blind eye to the current world situation. Remaining helpful and socially aware is essential in continuing to do business in this difficult period. Here are a few ways you can adjust your content strategy to fit today’s climate.

Be Helpful And Compassionate

Many businesses are struggling right now and the last thing they want to hear from brands is a sales pitch. While we all know that business must go on, we need to take a helpful and compassionate approach to doing so. Free consultations, extended trial periods, and tips for navigating through this difficult time all provide value to your prospects and help to establish a relationship that can be leveraged later on to gain new business. Posting links to resources or creating your own that can help those in your target audience is a great way to build brand awareness and help those that need it.

Invest More Into Digital Campaigns

Digital marketing has come to the forefront during this difficult period as an even greater percentage of the population is spending time online, especially social media platforms. Directing some of the marketing dollars that would typically be used for live events or other in person meetings towards digital efforts is a very sound investment right now. Increasing your content development efforts to include a minimum of 15 blog articles per month, 3 social posts per day and at least one premium content offer per quarter is a good idea to begin with, and an absolute necessity right now.

Nurture Your Current Customers

Nurturing your relationships with current customers has never been more important than now.  Developing email workflows that include business tips, inspirational messaging, special offers, thank you messages and content with entertainment value can help to let you customers know you’re thinking of them and keep your company at the top of their minds. When things start to normalize, these nurturing tactics will surely have an impact on upsells, renewals and referrals.

Host Online Events

Online events like webinars and podcasts have grown in popularity over the last few years and are sure to take off over the coming months. The key to successful online events is to offer educational and entertainment value to your audience. The promotion for these events should be just as involved as if you were promoting a major live event. Start your promotions early and leverage a multitude of channels including social media, email, paid advertising and teleprospecting. Online events are likely to become even more popular in the coming years.  Starting now and beginning to build your audience will have a tremendous impact in the long-term.