content marketing campaign
content marketing campaign

The pandemic both challenged and changed up the fundamental business and marketing practices around the globe. Marketing, specifically, is essential for managing business growth and revenue, and was affected the most. Now, everyone is expecting marketing to find other ways to connect and convert leads and prospects.

Before the pandemic, although most marketing campaigns centered around content, businesses often employed influencer or experiential marketing. Still, now, businesses are expecting content to take an even bigger role in campaigns. With the newer marketing strategies and tactics, marketers need to understand the importance of content.

All of this is why brands and corporations should be focused on showing the target audience what they’re doing to help their community during this difficult time, as consumers are likely to find this information reassuring. Instead of strictly focusing on sales, businesses should reinforce and build relationships with the consumers. The best way to do this is through valuable information – engaging and informative content for the audience.

During this time, the public is a lot more reliant on search engine results when it comes to finding the right brand to conduct business and, to get to the top of those search engine results, brands have to create valuable content. Additionally, if that content can solve a problem that the audience has, they are much more likely to remember that and the brand itself. This is what allows businesses to get loyal customers as well as potential brand ambassadors.

All of the content created by brands and corporations should have the goal of educating the audience. With the vast amount of information available online to everyone, people should easily decide whose brand or content they trust the most. Furthermore, despite all of the SEO strategies and tactics that marketers can utilize to make sure the content reaches a higher ranking in search engine results, the content still has to be high-quality and provide value to the readers.

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Good content means good Search Engine Optimization (SEO). Using the right keywords and backlinks means that the content has a higher chance of being seen by the right people. It’s the best way to draw potential consumers to the company’s website while also ensuring that the target audience is regularly engaging with the brand by providing them with valuable information.

Creating content and sharing it on social media platforms is a great way to reach potential customers and engage the existing ones. Still, businesses need to be careful when doing so. The content has to provide value and be of high-quality. Otherwise, anyone, including the public and other competitors, can easily give negative feedback, which can create a snowball effect of more negative backlash that can eventually harm the business. The content should always provide value to the customers and allow them to participate in a conversation. This will generate more backlinks from other websites and further improve all marketing efforts to attract more leads that will be converted into loyal customers.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.