Tag: content marketing

Now

FabrizioLeave a comment

It is pretentious to frame your marketing messages with the idea that all is the same, nothing has changed, and your product is as relevant as it always was (if not more). People have (momentarily?) shifted their assumptions and priorities, it might very well be that what was worth 100 two months ago is today worth 0. If your message sticks to 100, you are out of the game.

It is also pretentious to take out your crystal ball and assume you know what people will care about two months from now. The new reality, the new normal, is out of your understanding, and picturing your product at the center of it is tantamount to gambling.

Now is the only thing that matter. And the message(s) you are sharing in this moment will define your brand for years to come.

Create

FabrizioLeave a comment

Now is an excellent moment to start that blog you always wanted to start, to write that book you always wanted to write, to launch that podcast you always wanted to launch, to become the video maker you always wanted to be.

There’s hardship around us, and it takes courage to think forward.

If you can do that, if you can unplug from the constant flow of information, if you can carve a safe space in your day to do the work, if you can be humble enough to reach out to the people you need and ask for help, you will be rewarded.

Great content was important yesterday, is important today, will be important tomorrow.

Go create it.

Reciprocity

FabrizioLeave a comment

Ideally, relationships are established in good times.

It is more challenging to do that when the crisis hits, when everyone is occupied saving their neck, when nobody knows what tomorrow will bring. There’s a sense of individualism that grows in dire times, preventing the reciprocity needed to build and cultivate relationships.

The only thing that can be done now then, in this moment of unprecedented unknowns, is forget about the reciprocity and just give. Is there anything you own that could be useful out there? Do you have anything to say that could lift the spirit of those most distressed? Is the message you have to deliver looking at a positive future, or is it dilating stress and urgency beyond the here and now?

Marketers should be careful out there these days, the risk in terms of reputation is really high.

Authority and people

FabrizioLeave a comment

Why do people keep going out and gather in groups when they are told to stay in and avoid in person contacts?

Because it is very difficult for each one of us to picture what could be, what could happen, the damage (or good) we might be bringing about. Until that is finally here and now, close.

And of course, because asking people to change habits, to let go of freedom, to do something that is not on their agenda, can only be effective if your communication is clear, straightforward, honest and transparent.

That’s what authority is based on today.

Both these points, by the way, are good reminders for all those working in marketing and seeking to make a change.

The difference you make

FabrizioLeave a comment

Generosity and kindness work very well as a marketing tactic, particularly in times of uncertainty and discomfort.

If you have something valuable to share, do it. But value is not measured on your income statement, in this case more than ever. It is measured in the impact you have on those you serve, in the difference you make in their lives, in the ways you enhance their capacity to get past such difficult times.

If you have something valuable to share, do it. In all other cases, just continue business as usual. Leveraging the pandemic, covid-19, remote working, social distancing to sell a bunch of new subscriptions and products is not something we feel the need of.