10 ideas de marketing de contenido ante la crisis del Coronavirus

10 ideas de marketing de contenido ante la crisis del Coronavirus

El Coronavirus es una crisis de salud pública que se está convirtiendo rápidamente en una crisis económica sin precedentes. Con el mundo en un bloqueo indefinido, todos vamos a necesitar descubrir cómo hacer negocios en circunstancias difíciles y desconocidas.

En respuesta a la pandemia mundial de Coronavirus, los gobiernos en general han solicitado a todos los que puedan trabajar desde casa que lo hagan. Algunas empresas han cerrado por completo debido a estas restricciones, mientras que otras han tenido una transición más fácil al trabajo remoto.

En este momento, los dueños de las empresas están enfocados en cuidar a su personal, comunicarse con sus clientes y averiguar cómo acceder al apoyo del gobierno.

Para sobrevivir, las empresas deberán adaptarse. Necesitarán encontrar nuevas formas de operar, nuevas formas de ofrecer valor y nuevas formas de encontrar, involucrar y vender a sus clientes.

El marketing de contenidos ya está jugando un papel crucial a medida que las empresas abordan este conjunto único de circunstancias y esto continuará a medida que todos lleguemos a un acuerdo con nuestra nueva realidad.

Aquí hay 10 ideas de marketing de contenido para ayudar a su empresa a superar los próximos 3 meses.

1. Aproveche la ayuda y los soportes

Los gobiernos en general han ido presentado paquetes de apoyo financiero a las empresas.

También hay ayuda gratuita disponible para su actividad de marketing de contenido durante este período. La plataforma publicitaria de Facebook para empresas (Facebook Business) está ofreciendo un fondo de $ 100 millones de dólares y créditos publicitarios a pequeñas empresas.

Si planea comenzar a realizar seminarios web o promocionar sesiones de capacitación en línea, Google anunció que desbloqueará funciones premium en Google Hangouts.

 

2. Crea tu propio plan de contenido Coronavirus

El e-mail será una parte importante de su estrategia de marketing y comunicación, pero en este momento podrá ser un poco difícil ser relevante el volumen de información y el entorno relacionado al Coronavirus.

Recomendamos crear una página de destino (landing page) dedicada en su sitio web para que actúe como centro de contenido a todo lo relacionado con el Coronavirus.

La cantidad de contenido que publique dependerá de la naturaleza de su empresa, pero la clave es ponerlo todo en un solo lugar y facilitar su búsqueda desde la página de inicio.

Esto significa que sus clientes puedan obtener la información que necesiten cuando la necesiten.

 

3. Encuentra conexiones lógicas con temas de tendencias

Además del contenido que se relaciona directamente con el Coronavirus, piense en los demás temas e historias que están de moda en este momento.

Las marcas ágiles que pueden crear contenido para satisfacer los picos de demanda, siempre tienen una excelente oportunidad para conectarse con una nueva audiencia y construir relaciones sólidas y duraderas.

Además de agilidad, también necesitarás un buen juicio. Las dos preguntas claves que debe hacer antes de crear contenido sobre un tema relevante son:

¿Tenemos la credibilidad o la autoridad para agregar valor a este tema? Asegúrese que sea lógico y natural para su marca.

¿Es apropiado?

 

4. Ofrecer valor real ahora para más ventas en el futuro

Puede decidir que las ventas tienen que quedar en segundo plano a corto plazo o tal vez sus clientes decidan eso por usted.

De cualquier manera, el marketing de contenido puede ayudarlo a construir relaciones que generarán ventas una vez que la confianza y la demanda vuelvan.

La regla número 1 del marketing de contenidos es ofrecer valor. Ejemplo: Realizar sesiones de capacitación gratuitas cuando la compra de sus productos o servicios no sean probablemente la prioridad para la mayoría de sus clientes. Cualquiera que realice estas sesiones de capacitación tendrá una mayor afinidad con la marca y será más probable que en el futuro se convierta en cliente. El futuro, no necesariamente significa esperar una vacuna contra el Coronavirus.

5. Muestre a su audiencia que está abierto

Un gran contenido se ve opacado incluso durante una crisis sin precedentes, de igual manera la demanda de contenido relevante, útil y no relacionado con el Coronavirus sigue siendo importante.

Su audiencia aún quiere contenido que agregue valor y continuar creando y compartiendo contenido para motores de búsqueda, redes sociales correo electrónico. Durante esta crisis es una excelente manera de mostrar a sus clientes que todavía está ahí.

6. Invierta en contenido x 10 antes de la recuperación

En este momento, estamos trabajando con varios de nuestros clientes en el espacio B2B, creando e-books y otros activos de contenido de alto valor.

El contenido de valor generalmente tiene una larga vida útil, por lo que si decide planearlo, desarrollarlo y analizarlo tendrá el tiempo suficiente.

 

7. Experimente con nuevos formatos para reemplazar los eventos

Incluso antes de que el gobierno prohibiera las reuniones públicas, muchas marcas ya habían tomado la decisión de cancelar sus eventos.

En muchos casos, estos eventos ahora se han cambiado a transmisión en vivo o seminarios web.

Desde el punto de vista del marketing de contenidos, los seminarios web tienen muchas ventajas, por la posibilidad de enviar correos electrónicos a los asistentes.

Pero piense como puede variar el formato de vídeo para el evento, tutorial o seminario web. Puede, por ejemplo, hacer animaciones personalizadas en lugar de presentar diapositivas, realizar una explicación sobre un tablero, compartir los procesos en pantalla mientras realiza la explicación, etc.

 

8. Vuelva a optimizar el contenido que ya ha creado.

Si le preocupa que su nuevo contenido quede oculto por la cobertura del volumen de contenido acerca del Coronavirus, invierta algo de tiempo y esfuerzo en mejorar el contenido que ya tiene.

El momento actual es ideal para auditar su contenido y comenzar un gran proyecto de re-optimización. Esto asegurará que su contenido se clasifique para las palabras clave, cuando la demanda de sus productos y servicios se recupere.

 

9. Realice acuerdos con los organizadores de los eventos antes de cancelar

Al igual que la crisis financieras de años anteriores, el Coronavirus nos ha recordado que vivimos y trabajamos en un ecosistema frágil.

Si las personas y las empresas dejan de comprar y dejan de pagar sus facturas, la economía se detendrá y estaremos en una depresión mundial mucho peor de lo que la actual.

Es natural y correcto que las empresas piensen en su propia supervivencia, pero también debemos trabajar juntos y pensar en los demás. Entonces, si planeaba asistir a una feria o exposición comercial, vea qué más tienen para ofrecerle los organizadores antes de cancelar y solicitar un reembolso.

El acceso a una lista de delegados o una asociación de contenido digital podría ofrecerle un valor real y ayudar a las empresas de eventos a sobrevivir en el momento.

 

10. Audite su estrategia para volver más fuerte

Se ha identificado una fuerte correlación entre las marcas que tienen una estrategia documentada de marketing de contenido y las marcas que disfrutan del éxito del marketing de contenido.

La demanda se recuperará y querrás asegurarte de estar por delante de la competencia cuando lo haga.

Ahora es el momento de auditar su estrategia y asegurarse de tener los cimientos para encontrar y atraer a su público objetivo durante y después de esta crisis.

Si no tiene una estrategia de marketing de contenido, escriba una durante la crisis. Si lo hace, realice una auditoria exhaustiva.

El COVID-19 está creando desafíos para las empresas de todo el mundo. Pero recuerde que esta situación es temporal. Lo importante ahora es mantenerse unidos y asegurarse de proporcionar valor a su audiencia.

Manténgase saludable, sea positivo y mantenga sus esfuerzos de marketing de contenido.

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