COVID-19 has a continuous and detrimental effect on online marketing.

Many brands are in a lean phase in which they know that their target group is currently not interested in contacting them.

Unfortunately, nobody has a marketing playbook for a pandemic yet.

Nobody could have predicted the enormous impact this pandemic will have on different sectors and business activities like marketing.

But there has been an impact.

It continues, it is huge and there may be no light at the end of the tunnel.


That's the reality.

The World Federation of Advertisers found that 89% of multinationals are reducing their marketing campaigns.

Digital advertising spending is also down 16.7%.

These numbers together give a clear picture:

We live in bad times for marketing in general.

We are in a lean phase in marketing.

But do marketers have the freedom to sit idle and wait for this difficult phase?



Easy answer?


Opportunity is in need, and this is the perfect time to get your digital marketing initiatives going.

Your competitors may or may not be marketing, but that doesn't mean you should ignore it.

You should improve your game, and one of the simpler, less capital-intensive methods is to focus on building your content repository.

Content plays a critical role in your attempts to get marketing traction going.

Whatever you do, make sure that once things are back in order (they will for sure) you already have a lot of content to boost your marketing efforts.

And you have the option to create an established content funnel that already produces content on a regular basis.

If done correctly, you can be in pole position to take advantage of a more receptive audience.

How can you get the most out of content to drive your marketing activities when things aren't really going in the right direction?



Here are some tips.

1. Perform a content check

A content check is the first step in this process.

You may have already identified your goals and metrics, but there is no harm in reassessing them.

It is imperative that you revisit the types of content that you have created.

For example, if you focused on newsletters, there is a possibility that such content may not work for you.

However, if you haven't worked on videos yet, you may need to focus on video content in the future.

Such decisions must be made taking into account your target audience and the type of content that will generate maximum engagement in these times (and even in the future).

Also start by evaluating the quality of the content that you have published.

Remember that you are very little maneuverable in terms of the quality of the content.

You may have compromised on quality before COVID-19.

But now, when people aren't really interested in marketing news, all you have to do is bring out high quality content.

2. The video route

Top online video quality

Yes, creating and implementing a video strategy is important, but don't complicate things too much.

Forty-eight percent of consumers will make a decision when they see the video, when it discusses the product or service they're interested in or are actually using.

These and many other properties define a video that works and delivers the results you want.

Video marketing survey

Since 88% of video marketers say that video offers them a positive ROI, it makes sense to choose the video route to create content in order to reach your target group.



Keep it simple to get started and just talk about your products / services and how they can come in handy today.

Also talk about how you helped the churches in your own way.

Further discussions could take place that are positive and motivating.

But does your consumer prefer to watch videos?

Yes, 66% of consumers will prefer to watch a short video instead of reading an article.

So give them what they want.

Video consumption also increased during the COVID 19 crisis, which in turn is an argument for the creation of video content.

3. Extensively researched content

You may not have had the time to write long content, e-books, guides, white papers, or case studies.

There are many advantages to creating highly researched content that covers a specific topic in depth.

Writing such pieces is good for SEO.

Your content resources can be the last word on this particular topic. This leads to a reputation building and also to more engagement about the asset.



This is the kind of asset that readers like to share with their circle, and content creators will want to use long-form items again.

For example, this piece by the Content Marketing Institute on long-form content is a great piece on the subject, so I decided to link to it.

That is the value of creating such content.

In addition, you can even update this content as needed and use it for other purposes to ensure that it is up to date.

4. Create content that is extremely relevant for the time

Ask yourself this question:

What information do people really need during this pandemic?

Take the case of people who work from home. What information could they be looking for?

They may be looking for motivational articles or techniques to help them manage their work better, or something else.

The key here is that your content should be perfectly matched to what it is looking for.

Simply put, give them what they need.

You are probably wondering how you can ensure that you address the specific content requirements of your audience, especially if the topic is not within your domain expertise.



Think about it, you can get creative.

A digital marketing company can talk about how it makes remote work more productive for its employees.

You can even talk about how they can positively influence your workforce.

When it comes to content, you're only limited by your imagination.

5. Keep producing content

Do not hold back.

Do you have an idea in terms of content?

Build on it and slide it out. Fast.

Create as much content as possible and let this become your main focus.

If things get going, this content will help you get started.

In addition, content creation is one of the less expensive strategies you can implement at a time when your marketing spend may have dropped significantly.

As a marketer, you can always stand up for content, and much of it.

No content is enough.

Mix it.

Create blogs, videos, infographics and more.

Get active on various social media platforms.



If you've only focused on LinkedIn and Twitter, start instagramming too.

Instagram gives you the opportunity to be extremely creative with your content and focus on using images instead of text.

Discover as many content options as possible to get the most out of the content.


Don't let the lean season stop you from focusing on your marketing goals.

You need to keep the wheels running so you don't have to start from scratch when something moves.

The easiest, most practical, and most sensible way to make sure you don't miss a thing is to publish great content.

So, give it a try!

More resources:

Image credits

Selected image: Created by the author, July 2020
In-Post Image No. 1: MarketingCharts
In-post picture No. 2: Wyzowl


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