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How To Create Custom Content For Your Website - by Brad Smith - AutomationLinks

Brad Smith • Sep 19, 2020

This blog post has been researched, edited, and approved by expert Hannah Peake. Join our newsletter below to get our free marketing guides.

Some of the biggest companies in the world text message their customers, you can use Social Media to communicate and start getting text message optins to your website.

The COVID 19 pandemic took the world by storm and it is still spreading in different parts of the world, this is not something that happens every day and people have had a hard time adjusting to things as they are. The pandemic has affected every sector of the economy. However, just because it is here does not mean you should give up on all marketing efforts. Despite the pandemic, it is still sensible to continue creating content, not just now but also after COVID.
If you decide to remain quiet during these tough times, then you have made the wrong choice and that is not good for your business.

Why you should continue creating content

There are some very legitimate reasons as to why you should continue coming up with original content despite what is happening in the world today. Despite what gets thrown at us, content creation is still very necessary. The reasons include:

The use of digital devices has risen

The first thing to note is that people are using their laptops, tablets, and phones even more than before. Millions are working from home while others are in quarantine. This has led to more and more people using digital devices to access entertainment and news regarding different issues. Online shopping has also become largely accepted, as more people prefer this method of going to a physical store to get supplies. Reports are clearly showing that people are currently browsing tik tok, Instagram, and Facebook for many hours every day. This can benefit a brand greatly if you realized the kind of potential it has. COVID has created a bored audience that has access to technology. This is something that you can tap into. Even though people are not spending as much as they did previously, brands have the opportunity to get in touch with large groups and entertain them with content. Even though you may not make as many sales, people will see and take note and when everything stabilizes, they will remember.

People are seeking distractions

People in quarantine are actively seeking distractions and this is mostly on the internet. You should, therefore, work hard to offer your audience some form of distraction during this pandemic. Reduced physical contact, social contact, frustration, and confinement have caused so many people to get anxious in isolation. Brands should take this as an opportunity instead of intimidation. They should then work on creating distractions that can help people deal or manage their concerns. The whole world is currently talking about COVID and the kind of repercussions it has brought with it. You can take that angle, but you still have the option of coming up with messages that are not all about anxiety. Right now, everyone needs to be entertained. Interesting content is welcome at this time when people are no allowed to move around as often as they want.

Choose what to do

The kind of information you give about your brand or niche industry has to do with the kind of company that you are in. A beauty business can talk about how one can take care of themselves to keep the skin healthy. A toy company can talk about the best ways to entertain the kids.

Be firm about your position

It does not matter whether the position is right or wrong, you need to take one. Not commenting about the pandemic could lead people into believing that you are deaf and you do not care. Ensure you post something related to COVID. Big brands are bouncing their thoughts and taking actions regarding the virus. This makes people admire you more. Talk about donations you have made, give your followers or customers some free value, send kind words to people who need them. Support essential employees and health care workers this will capture people’s attention. Deciding to ignore the virus is not a good thing. You need to take a position and build content around that.

Consider content as an investment for the long-term

COVID has made us deal with uncertainty. However, brands should not stop content production. Even if you are not getting the engagement you want, you should not stop predicting content altogether. There are still some types of content that can help you target the long-term goals that you have. Do not just target content that drives sales, you could stay focused on the future. Create content that improves brand awareness and shows the beliefs and personality of the company. Tell people about the business status and the products available. Work on the loyalty of your customers by communicating and offering support in the best way possible. Reach out to the audience by giving them informative and entertaining pieces to boost leads. Social media and blog posts should not be treated as strategies that can bring results immediately. Instead, treat them as an investment where you make people aware of the brand for the long-term. Even though no one is sure how things will be in one year, what we do know is that things will be different. The content you create has to be based on brand awareness to lead to revenue.

W ork on gaining even more followers if you don’t get that many conversions

There is great economic instability and we are facing a possible recession as per the predictions made. This is what has made so many people hold on to money tighter than before. For this reason, brands have seen a drop in conversions. There has also been a drop in the search ad impressions on Google. The conversion rates are currently dropping as well. This has made people think that creating content is a waste of time. However, to do it right, you have to work on your mindset. Do not think of content as a way to earn revenue. Right now, concentrate on gaining more followers.

Conclusion

Today, people are following brands, but not for shopping reasons. It is all about connecting. You can use this energy to your advantage by increasing the number of followers that you have. This is not the time to concentrate on business posts. Let the followers know how you can assist the, during the tough times. That should suffice for now.

Less promotion, more presence

A lot of companies use social media platforms to sell products and services actively. This is not received very well among people because, after a point, all those ads become cumbersome. Even if you are a brand looking to grow and push your products, don’t make it an ‘in your face’ ordeal because that is just a bad look. People will get put off and they might never return to your page. Instead, use your creativity to come up with subtle ways to put out your products and services. But most importantly, use social media as a means to engage and communicate with people. Understand people’s needs and try to meet those needs.
You cannot build an empire for yourself on social media in a day. It takes some time and you will need to be patient. Your presence has to be consistent and something people can rely on. Establish a routine, if you say you will post videos every Saturday, make sure you do. Make sure your every post is well-aligned with what your brand stands for. Be in congruence with your brand’s image. Let the social media responsibilities be limited to a few who understand your company’s essence and let them carry it forward.

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