Content Marketing should always be persona centric. Nigeria Phone Number List It’s the persona you want to communicate with, it’s the person you want to educate, it’s the person you want to sell. For that, you need to understand their behaviors, interests, doubts and needs. So, how should Content Marketing react when the persona is going through a crisis? That’s what’s happening right now Nigeria Phone Number List . The pandemic has affected everyone, in one way or another, including their persona. So Content Marketing needs to remain persona-centric, but also consider context. Of course, you can (and should) Nigeria Phone Number List continue to produce content related to your business. The point is to redesign the agendas to fit the context and better meet the persona’s needs now. First, you need to be sensitive to the moment.
This is not the time to want to take advantage of people’s vulnerability or want to profit from the situation
The biggest negative example are the stores that increased the value of Nigeria Phone Number List alcohol-gel at the beginning of the pandemic in Brazil — and were rejected by the population. Don’t do anything like that in your content. A good way to responsibly produce content is to clarify how your company is doing, what Nigeria Phone Number List steps you are taking, and what changes your customers may notice. Transparency is essential — it builds trust and shows that the company is made of people. To keep up the content production, you can also analyze which products or content are most in demand (Google Trends can help with that) and how you can help at that time . There are good opportunities. SAP, for example, created a virtual event for its traditional Take Yout Child to Work day — a way to offer value to employees and consumers in today’s context with new content. Empathize to see how the pandemic is affecting the persona and how its contents can Nigeria Phone Number List provide value to them now. It is time to strengthen the bonds of trust.
Shopping journeys more and more online
Social distance and restrictions on movement Nigeria Phone Number List between cities and countries put people indoors indefinitely. As much as spending on non-essential purchases has retracted, people have not stopped consuming. But now, with the trade closed, they only have one option: buy online. This made many Nigeria Phone Number List businesses that still resisted Digital Marketing to migrate to the internet. Restaurants adhered to delivery applications, physical stores entered e-commerce (or at least made some contact and sales channel available online) and several brands reactivated abandoned profiles on social networks. And the same happened with Nigeria Phone Number List customers. Those who were still reluctant to shop online, due to insecurity or simply resistance, started to access virtual stores, ask questions in chats and make online payments.
