Content Marketing in Crisis: To Be or Not to Be?
Posted: Wed Dec 11, 2024 6:50 am
Content marketing as part of a general communication strategy can help a company develop in conditions of uncertainty, and at a much lower cost. How to determine and prove the effectiveness of content marketing, we will tell in more detail in the article.
More and more often, businesses are being put to severe tests. Entrepreneurs have barely recovered from the Covid crisis before they find themselves in much more difficult conditions – strict restrictions and absolute uncertainty.
What are companies doing now? They are taking a wait-and-see approach and cutting costs, including marketing. What does this lead to? Profits are falling, but fixed costs remain; given inflation and fluctuations in the exchange rate, this could lead to dire consequences.
Business in Russia is undergoing a special test: contextual advertising on Google is no longer sold in the country. Targeting on Facebook* and Instagram* is unavailable by decision of Roskomnadzor. No one is willing to predict how long this will last.
Content
An alternative to blocked advertising traffic
Optimizing your advertising budget will help you avoid major financial losses. But optimization is not the same as cutting back: you need to distribute your budget so that it is directed only to working promotion strategies.
When choosing alternatives, evaluate the effectiveness of each solution, whether it is a transition to Russian platforms - Yandex, VKontakte and Odnoklassniki, SEO optimization or other tools. Here it is important to determine the prospects: competition in the market of domestic platforms is increasing every day, which means that the cost of traffic will be higher.
Content marketing as part of a general communication strategy can hungary phone number resource help a company develop in conditions of uncertainty, and at a much lower cost. We will tell you in more detail how to determine and prove the effectiveness of content marketing.
First of all, you need to take inventory of the existing content on the website, social networks, blog, email newsletter and other communication tools with the client.
Step 1: Conduct a content audit
It’s impossible to assess how content marketing is working without knowing exactly what metrics to track. Many inexperienced marketers measure reach, views, and reactions, but these don’t really make much sense.
The simplest thing you can do to analyze content and determine individual metrics is to collect all the information resources you use (website, blog, social networks, email newsletters, video content) and create a table with metrics:
format (blog post, video, infographic, social media post);
topic and direction, what issues are covered;
количество слов;
More and more often, businesses are being put to severe tests. Entrepreneurs have barely recovered from the Covid crisis before they find themselves in much more difficult conditions – strict restrictions and absolute uncertainty.
What are companies doing now? They are taking a wait-and-see approach and cutting costs, including marketing. What does this lead to? Profits are falling, but fixed costs remain; given inflation and fluctuations in the exchange rate, this could lead to dire consequences.
Business in Russia is undergoing a special test: contextual advertising on Google is no longer sold in the country. Targeting on Facebook* and Instagram* is unavailable by decision of Roskomnadzor. No one is willing to predict how long this will last.
Content
An alternative to blocked advertising traffic
Optimizing your advertising budget will help you avoid major financial losses. But optimization is not the same as cutting back: you need to distribute your budget so that it is directed only to working promotion strategies.
When choosing alternatives, evaluate the effectiveness of each solution, whether it is a transition to Russian platforms - Yandex, VKontakte and Odnoklassniki, SEO optimization or other tools. Here it is important to determine the prospects: competition in the market of domestic platforms is increasing every day, which means that the cost of traffic will be higher.
Content marketing as part of a general communication strategy can hungary phone number resource help a company develop in conditions of uncertainty, and at a much lower cost. We will tell you in more detail how to determine and prove the effectiveness of content marketing.
First of all, you need to take inventory of the existing content on the website, social networks, blog, email newsletter and other communication tools with the client.
Step 1: Conduct a content audit
It’s impossible to assess how content marketing is working without knowing exactly what metrics to track. Many inexperienced marketers measure reach, views, and reactions, but these don’t really make much sense.
The simplest thing you can do to analyze content and determine individual metrics is to collect all the information resources you use (website, blog, social networks, email newsletters, video content) and create a table with metrics:
format (blog post, video, infographic, social media post);
topic and direction, what issues are covered;
количество слов;