These are unprecedented times, indeed, and that means your target audience is behaving differently. If they’re behaving differently, that means they’re doing everything differently, right down to how they respond or react to social media content. You can hug the curve and ride the wave or become a casualty of pandemic economics. With more people online than ever, there are very specific ways in which you need to reach them – and let them reach you – with your content. The seven points below will help you come out on top but remember, it’s a two-way street. These new pillars of content marketing will help you reach your ideal customers and clients, but it won’t amount to much if you’re not available for them digitally for questions, customer service issues, etc. At the very least, make sure you’ve got a chatbot or something of the like working, but that only buys a bit of time. Ultimately, they need to know you’ll be there for them when they need to reach you in order to trust you!

In marketing it’s been said, “You have to make it difficult for people to forget you.” Now, you must make it impossible for them to ignore you.

Create content. Lots of it, but don’t skimp on quality, either. Re-allocate resources to make your content marketing efforts your top priority. The only way to reach your ideal clients and customers now is digitally, i.e. through social media, so it’s time to put all your chips in. Change your brand message, strengthen your brand voice. If you’re someone who still has their doubts about social media as an effective way to reach your audience, you either haven’t yet seen it done right or your business’s future may be bleak.

Make it so people get happy when they see your content in their feed, in their inbox, etc.

There are different types of content – utilitarian, humorous, escapism, motivational/inspirational and your product/sales content. Product/sales content is listed last for a reason; if people require 8-12 “touches” before they’ll convert, trying to sell them on first contact is ludicrous. More than ever before, give them a good laugh first. Inspire them by showing how you’re helping a good cause or the community. Throw in a beautiful post that lets them escape, literally, for just a moment. A great example is the way some brands are staying top-of-mind and giving real escapism in the form of custom playlists. Their factories and/or retail stores may be closed, but they’re still building a custom base that’s happy to hear from them or see them in their social media feeds because of the content value. Build that foundation then show off what you’ve got to offer at a price. No one hangs around the person who endlessly talks about themselves at a party, and that’s the equivalent of making endless posts about products or sales pushes.

Make them feel they’d be missing out by not hearing you & seeing you.

More than ever, it’s about customer experience, and you now have to deliver it with content. That experience needs to be delivered even before any conversion or transaction is made. Your brand (and brand message) itself now needs to be a good experience for the people you consider your target audience. Only then will they feel you’re integral to their daily lives, which is when you’ve earned enough of their trust to do business with you. Create content that creates an experience!

Make them feel they’d be doing the world good by supporting you.

One in three people are using apps they’ve never used before because they believe they’re contributing to a good cause by using them. In a world that feels upside-down, your target audience is a lot more likely to follow you if they feel you’re a part of the solution to the larger picture. Only after you’ve met that standard will they consider taking the time aside to look at your individual, smaller picture. The pandemic is winning top-of-mind, but helping a good cause and making sure your target audience knows about it (via your content) is the only way to infiltrate their attention spans and turn a bad situation into a piece of hope. Doing good has never been so good for business! This hair salon sold discounted, future blowouts (guaranteeing future business) and gave to local food banks at the same time. Customers got a discount, the business kept revenue coming in while doors were closed, and buyers felt they were helping the food banks by buying blowouts – a win-win-win.

Make them feel that you’re supporting them when they’re supporting you.

Everyone needs a break right now! Notice the trend in quarantine sales and free trials? Your content needs to make people feel that you not only understand what they’re going through, but that you’re in it, too. The first rule of marketing is to reduce customer burden. Let them try for free (if possible). Tell them they’re getting an unprecedented discount because you understand things may be tough right now. Make them feel that you’re a part of the solution to their personal struggles right now. Then, you and/or whatever you offer will seem indispensable. Notice commercials in “Zoom format” for the first time? Make them able to relate to you! Many companies have garnered attention simply by offering free virtual Zoom backgrounds. Budweiser’s classic “Wassup” commercial, featuring an old favorite – but with people at home, in the same quarantine as the viewers.

Make them feel they’d be furthering themselves by gaining your support.

Building on the last point, don’t be near-sighted. When the pandemic begins to become a memory, you must stay relevant and maintain their need for you in their newsfeeds, inboxes and more. Make your target audience understand that the value you offer goes far beyond the now. This is the time to really define and shine your competitive advantage, then create content that shows your audience how that advantage pays off indefinitely. Who’s Make people feel like you’re supporting them. Make people feel like you’re supporting them thriving right now? Business and companies that promise a “better you” – something added to the self that will ensure a brighter tomorrow.

DON’T JUST MAKE IT SAFE – make them feel that it’s in their best interest to engage with you.

Be specific about why you’re great to do business with, beyond your competitive advantage. By now you already know that businesses are trying to earn trust in the ways of being contact-free, sanitary, etc., but be more specific. From your perspective, what may come to mind is “But of course we are…”, but customers and clients aren’t mind-readers. Use your content marketing to make sure they know that you’re not just following guidelines of safety, but rather that you’re going above and beyond to ensure their safety. Make it personal.

This advice is, of course, intended for those companies, people and businesses that do have a legitimate value proposition, whether it’s dinner or a diploma. If you’re price-gouging, selling products that never arrive or making false promises, please forget everything you’ve just read! Otherwise, I leave you with a last piece of advice I’ve been giving for years – the minute you can no longer put yourself in the shoes and the mind of your target customer, you’ll never again be a great marketer.

Bonus: Infiltrate!

You’ll have to listen to the podcast to get the full scoop on this one, but it comes down to knowing exactly what’s going on in the lives and minds of your target audience. Piggyback that to associate your brand’s content marketing with something they’ve already embraced. How many people have watched Tiger King? Enough so that I’m seeing ads everywhere associating their products and services to sardine oil!