A visual checklist: Content marketing during a crisis (Infographic)

The Covid-19 pandemic has brought many businesses to a standstill in the past few months.

Cost-cutting activities are the special of the day as firms attempt to adapt to lower consumer spending amid lockdown measures.

However, marketing spend shouldn’t necessarily be part of these cutbacks. Research has shown that in previous recessions, brands who panicked and slashed all ad spending saw their market share, and therefore profitability, drop over the long term.

That said, the answer isn’t to spend indiscriminately. Thoughtfulness is important and understanding exactly what space the company occupies in the market and how it can contribute meaningfully to the Covid-19 conversation can be the difference between survival and defeat.

Content marketing, with its storytelling ability, puts the focus on the company and its values. It plays a long-term role in establishing a brand’s share of voice – which is heavily correlated to market share – making it an ideal weapon for the current battle.

Here are the key tips to effective content marketing.

On July 16, Tech in Asia hosted an online chat between Ayumi Nakajima, Pinterest’s country manager for Southeast Asia and India, and Andrew Baisley, managing director of Tech in Asia Studios, to discuss the nuances of marketing during a crisis.

The conversation covered several topics including how companies should optimize marketing resources, craft content, as well as evolve their marketing efforts as the Covid-19 situation develops.

Good storytelling is the key to long-term marketing success. Learn more about the case studies mentioned here as well as other successful Covid-19 content marketing campaigns in Tech in Asia’s guide, Effective Content Marketing in the Midst of a Pandemic. The guide is available for free.