Within the age of working and residing from house, content material is a a lot–wanted supply of substance customers crave. Conventional content material manufacturing has been shaken, with studio areas shutting their doorways, conventional manufacturing crews packing up and communications professionals throughout the globe questioning “What ought to we and CAN we put up?”
CAN WE AND SHOULD WE POST?
First, let’s chat messaging. It’s necessary to attach sturdy parts of technique that resolve for distinct aims in all of the content material we create. It will be simple to easily simply cut back and minimize authentic content material, however there’s a far better alternative to realign model content material with the present wants of customers.
Analyze your product providing and search new connections to a client profit that will have been beforehand sidelined. Creators should ask themselves basic questions: Can customers discover my product proper now? Does my product fill a necessity or need? If they’ll, our basic information is to tweak messaging away from “lofty aspirations” to “togetherness” and from “portability” to “performance.” Extra granular messaging will be created with deeper steerage from the Ketchum crew.
This can be a time to supply help and data to customers that assist them minimize by the static and achieve readability on what useful or emotional profit a model might have for them.
IF YES, WHAT ARE MY OPTIONS?
Composed content material is utilizing discovered/sourced/licensed/previous imagery in new methods. Use intelligent overlays, model colours and design know-how to create a digital structure. It’s a terrific alternative to repurpose B-Roll and different belongings that will have by no means been revealed earlier than.
Content material as Commerce is a good way to create a brand new distribution channel for merchandise. On channels like Instagram, it’s simple to design content material that helps “faucet to purchase” and is a low-friction, WFH–pleasant approach to introduce or reinforce particular person merchandise to potential clients in a totally digital manner.
Re-put up visible imagery that carried out nicely within the final 18 months. Regulate the put up copy for optimum efficacy in a brand new type.
Person-generated content will be a good way to bond customers collectively from their houses. It’s a easy manner of exhibiting that we’re all on this collectively. It must be managed with a really detailed record of standards to make sure it’s well-vetted and helps the model’s general mission and message.
SO WHAT’S NEXT?
The dialogue cemented with clients throughout a troublesome time can pay dividends when life returns to a extra acquainted tempo. As a substitute of packing up, going darkish, and dropping the relevance you labored so arduous to earn, step ahead, keep constructive, and be there on your viewers.
Keep protected and be artistic. We’re right here to assist.