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There are so many reasons why you might feel like dropping the ball on content creation right now. Life has been turned upside down. You might be looking after your kids at home. People can’t buy what you’re selling (or don’t want to right now). You’re demotivated… The list is endless.
But creating content is even more important now and here’s why.
1- People have time
We’re all stuck at home and we’re all spending more time online, especially on social media. This means it’s really not the right time to disappear from people’s feed, when you actually have more opportunities to grab their attention.
The downside is that there’s lots more content online. So you need to be even more relevant than usual. It might take a while to find out what your audience wants, but remember, as usual this is all trial and error.
2- People aren’t ready to buy
“Content” is nowhere near “sales” on your sales funnel. This means creating free content is even more relevant now than usual. Why? Content is the entrance of your sales funnel. It’s how you’ll hook people in. Find out what your potential customers need at the moment (entertainment, information, relaxation…). Create your content with that in mind and you’ll hit the nail on the head. Content will also give people a feel for your brand and start building a relationship.
3- People are open to new relationships
There’s no denying that lockdown has left gaps in people’s lives. By staying indoors, people have forfeited many activities. This means if you create genuinely useful content, people will be thrilled that you’re helping them fill their time, giving them something to learn, read or smile about. A great example of this Scapa Fest, a yoga, adventure and sustainable living Festival in Scotland. After having to reschedule the festival, they’ve created an ebook called the Scapa Resilience Kit. It has recipes of things to make at home to rely on supermarkets less. I made my own foundation using one of the recipes in there! They've really thought of what their target would benefit from. When content is done properly, it will build a relationship between your potential customer and your brand, little by little. Creating an ebook takes time but all kind of content will help you connect with your audience. Like with friends, growing a healthy relationship takes time and consistency, so keep going and don’t drop the ball!
We’re all going through a period of change and if you’re the brand who is there through it all, people will remember you at the end of the pandemic. So what’s your next piece of content going to be about?