Written by: Vickie Sullivan | September 22, 2020
Content Marketing In the Age of COVID-19
Last week, we explored the latest content marketing trends from 2020 BrightTALK Benchmarks Report (pdf). Let’s continue with the special section on COVID-19’s impact on content marketing (starting at page 34). Caveat: The data is for March and April 2020.
Let’s move beyond the standard findings that confirm what we already know. Key content marketing data we need to pay attention to:
• Demand is just as strong as supply: We all knew organizations would increase the number virtual events and produce more educational materials. It turns out that attendees are using the downtime to show up for these events. Prediction: This will not last, so don’t get used to it. Work schedules will ramp up at some point, and the level of participation in virtual events will drop. Sure, the format will stick around, but we’ll need to promote. Don’t get comfy.
• Marketing motivation is split: We’re seeing an interesting mix of offense/defense positioning. It’s pretty much 50/50 between building loyalty with existing customers/defend position and “category leadership” ramping up growth. Prediction: These concerns will continue, as the economic fallout will last longer than the virus.
Listen: How to Leverage Your Biggest Asset In Virtual Platforms
Many organizations haven’t fully embraced virtual options due to concerns about attendee engagement. The pandemic has answered those questions with huge spikes in content downloads and questions asked. That right there is the main reason why virtual is here to stay. Watch for more hybrid events when times get back to “normal.”
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