6 Ways Content Marketing Can Help You Survive the Recession

runner crossing finish line Crank up your communications now.  Don’t dial back your efforts.

The knee-jerk reaction for most companies when faced with the recession is to reduce their marketing efforts. However, decades of research show that those who maintain or increase their marketing will blow past their peers once the recession is over.

If you accept this reality, you still may be faced with a shortage of spare cash to invest in marketing–particularly in traditional advertising.  What to do? You can and should focus on a content marketing strategy that will require a whole lot of thought and effort, but will not require a lot of money.

Here are 6 ways that content marketing will help get all of us through the recession:

  1. Develop a deep understanding of your customers and what is most important to them.  Determine what problems are most vexing and what solutions they require.  Make sure that this understanding informs every element of your content marketing as well as your more traditional marketing and advertising efforts.
  2. Be certain that your website is customer centric and loaded with content that positions you as a trusted provider.  If your website bereft of content and if it is all about you, it’s essential that you perform an emergency webectomy followed by content replacement surgery.  Your website is your most important sales and marketing tool.  You must do whatever it takes to transform it into a content marketing weapon.
  3. Either begin a blog or integrate a blog into your existing website.  Your blog will serve as your best way to connect with your customers by demonstrating that you are open to a two-way dialogue, that you are authentic, and that you have an individual or company personality with which they want to engage.
  4. Either start a customer centric eNewsletter or transform the one you have so that it reaches out consistently to your best customers and prospects.  A content rich eNewsletter enables you to direct targeted messaging either to all of your customers or to appropriate demographics.
  5. Unless you and your team have the time and talent to do all of the preceding by your selves, bring in experts to help you make the content marketing transformation.  You almost certainly possess a body of essential knowledge within your organization that can be translated into content that will be relevant and valuable to your customers.  That translation is difficult unless you have strong editorial skills.  Although you may not need long-term help, you will almost certainly need assistance in making the transition to a complete content marketing strategy. 
  6. Make sure that every piece of marketing and advertising you do motivates your customers and prospects to visit your new content rich website.  Of course. your ultimate objective is to have them contact you or to visit you in person.  But most prospects won’t make that immediate step.  They will check out your website and if it proves you to be a trusted source of information and by implication of products and services, you will soon receive that phone call or that in person visit.

We may be in for a very tough downturn.  You may have very limited marketing resources.  In both cases, your most important investment both for the short in for the long term will be in developing and deploying content marketing strategy that connects you to your customers and prospects.  Most of your investment should be considered as a one-time capital expenditure with relatively small recurring costs.  Now is the time to make that investment.

This entry was posted in Blogging, eNewsletters, Marketing Basics, News, Online, Tips & Mini-Guides, Top Posts, Websites. Bookmark the permalink. Both comments and trackbacks are currently closed.


  1. Posted October 24, 2008 at 7:11 am | Permalink

    Hi Newt! I agree with you.I changed the content marketing orientation of my coaching website 6 months ago when I began a more vertical focus on entrepreneurs. Since then, because I now write regularly on my specialized niche, I’ve been able to attract more of the clients I want.

  2. Posted November 4, 2008 at 10:33 am | Permalink

    Great post. The list is actionable and easy-to-digest for those who might be new to content marketing. It also encourages readers to avoid product-centric infomercials and reminds them that content marketing is a strategic as well as tactical practice. One other item I would add to the list is:

    7. Invest in content with a reasonable shelf life. Avoid the urge to create content that will only be useful for a few weeks or months. Instead, look for ways to create assets that will give you at least 6-9 months of usefulness and up to 18 months if the topic allows. For example, instead of “10 great tips for taking holiday photos” try “10 great tips for taking family photos” with the last 1 or 2 tips seasonally focused and easy to change when the holidays are over. Blogs are an exception to this rule of course.

  3. Posted December 17, 2008 at 2:37 am | Permalink

    I’ve been in Content development and management for many years now and this is one of the most interesting and helpful articles I’ve read! Thank you! Great content never fails to make people come back to your site for more. Keep these in mind: accurate, relevant, interesting, and more importantly, helpful.

  4. Posted January 11, 2009 at 6:25 pm | Permalink

    Rule #8, make sure all great content is easy to forward to a friend. I sure think this article is worth forwarding. Add a mechanism to send as an e-mail or post to a social media site like Facebook and MySpace. It’s no longer about getting them to come to you. Great content needs to get pushed!

  5. Posted January 23, 2009 at 11:04 am | Permalink

    website designers can help arrange your web content and help your business grow. Website design is a must during a poor economy as it is the cheapest and most effective form of advertising with the best roi! http://www.thehappygeek.com/?websitedesigntampa

  6. Posted March 5, 2009 at 3:19 am | Permalink

    I think this is great advice, but that most companies won’t really use it. Most companies will be to busy fighting just to stay a float and for many, blogging is something they have never tried.

  7. accountantsleeds
    Posted May 18, 2009 at 2:59 am | Permalink

    content marketing is great weapon if you use them properly

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