Impact of COVID-19 on content marketing: let the data do the talking How COVID-19 has reinforced the importance of content Post-COVID-19 Content Marketing Conclusion We've heard the "content is king" mantra so many times since Bill Gates launched it in his 1996 article. Does this concept still fit with the current COVID-19 situation that is revolutionizing traditional marketing? Also, how is the pandemic impacting the future of content marketing? The drastic socio-economic impact of the crisis has forced companies to readjust their marketing strategies and programs since the start of the coronavirus pandemic. Traditional marketing methodologies and strategies are in the midst of a revolution, which means we cannot ignore the impact COVID-19 can have on content creation and distribution. How is content marketing evolving and what is its future? Will the content always be in the lead? These are the key questions we will try to answer today. Impact of COVID-19 on content marketing: let the data do the talking Here we tell the story backwards.
Let's start with the answer: content is king now more than ever. We must go back to analyze this assertion, which is above all based on figures. Data shows that the coronavirus crisis has affected content marketing much less than other sectors. Orbit Media Studios, in collaboration with the Agency Management Institute, surveyed 122 communications agencies just after the first months of the pandemic, including March and June E-Commerce Photo Editing Service 2020. Starting from a general overview, the study points out that only 36% have reported mildly negative COVID-19. impacts on marketing while a minority of 25% considered the effects of the pandemic "very negative". More specifically, if we zoom in on the effects of the crisis on the different branches of marketing, content is one of the least impacted, just above Web Design/Development and Branding.
The Content Market Institute's annual research on B2B content marketing also highlights encouraging data: 68% of top performers use content marketing for database building and 83% for lead nurturing activities, and 84% of the most successful content marketing strategies focus on content to build brand loyalty and strengthen the relationship with the audience. However, all 2020 data must become available to get a fuller and deeper picture of the situation based on numbers. In fact, until now, marketers' numbers and opinions have been tied to a progression scenario where the pandemic is still hitting. How COVID-19 has reinforced the importance of content Nevertheless, we can already start drawing first conclusions on how and to what extent the COVID-19 crisis is leaving a mark on content marketing. The relevance and benefit of leveraging content marketing and its power in this critical situation becomes apparent simply by looking at the trends emerging from the first phase. Here, content-complete campaigns hit the mark .