The changes to the world brought by the COVID-19 pandemic have been felt throughout every company in nearly every nation.
Some sectors, such as the travel industry, have seen their revenues dry up seemingly overnight. Restaurants have had to shutter their doors. Big theatre chains are filing for bankruptcy.
Others, such as remote work tech or some categories of eCommerce, have experienced booms that have left them stretched thin.
Even companies that seem to be “holding steady” are overcome with fear and doubt about the future.
These are uncertain times, to say the least.
That uncertainty was reflected in a recent eMarketer study on the impact of coronavirus on ad budgeting decisions in Q2 2020 vs. the second half of the fiscal year.
How 6 B2B Founders Adapting Their Content Marketing Strategies in the COVID-19 World
That’s the issue here. No one knows how long, or how severe, the impact will be months down the line.
No one can be sure how the re-opening of the world’s economies will unfold. What restrictions will be in place? How will buying habits continue to evolve? How will lawmakers react? How quickly will things start to bounce back? There are just too many variables for anyone to be certain of anything.
The digital marketing industry delivers a view through a lens that thai phone numbers few other industries can. As partners and friends of marketers, we have front row seats to the hardships, triumphs, and challenges that this time brings.
If you were an agency owner that primarily worked with local businesses, the fallout from COVID-19 would be business-changing if you were lucky enough to survive it. An agency that primarily worked with collaboration technology companies might experience the opposite.
No matter where you fall on the spectrum, adaptability is key. Both for your own business and for the results that you are able to deliver to your clients.
So we set out to find out how businesses were adapting to the COVID-19 economic environment when it came to content marketing.
We wanted to know what they were changing about the way that they approached content.. Were they doubling down and ramping up their content production? Maybe paid ads started underperforming and they shifted budgets toward more viable long-term strategies? That seems reasonable.
But then again — so does slowing down and taking time to assess the situation. It’s easy to see why an agency might advise some of their clients to pull back on the reins until they have a clearer picture.
We reached out to 6 marketing agencies to ask them this question:
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