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Where do you take your marketing strategy from here?

by Mary Sewell

30-second summary:

With 2020 pulling the rug out from under pretty much everyone, it’s no surprise that marketing has had to shift over the past year. The focus for many organizations was once in-person meetings and events like trade shows and conventions; it’s now mostly moved to tactics that can be deployed remotely.

The biggest winner out of all this change has, without a doubt, been content marketing. In the summer of 2020, I surveyed 49 B2B companies to see how they are approaching marketing, and more than 80 percent of them agreed that content is now considered a core business strategy.

Content marketing is a strategy that doesn’t require any physical contact to connect with people. Content can be shared widely and consistently, regardless of where people are in the world. It can help current clients better understand the value of a company and even act to bring new customers into the fold.

While the strategy owes much of its popularity to the pandemic, content marketing’s recent dominance is unlikely to go away once the pandemic subsides. Before 2020, many marketers had already been pushing for a more content-focused strategy. In many ways, this past year has simply created the opportunity for them to prove the strategy’s true worth.

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