Good morning Marketer, let’s be honest:
Creating brand content during a global pandemic isn’t easy – and it’s certainly not on anyone’s shortlist of experiences. Brands now have to rethink their customers’ priorities to determine what’s worth communicating, while balancing marketing goals with customer empathy.
As a result, businesses are all pushing nearly identical messaging across site banners and emails. The content din makes it more difficult for audiences to discern one brand from the next. Despite these new challenges, there is guidance for brands that seek to continue serving and engaging their customers. For example, businesses whose services or products do not explicitly lend themselves to the crisis can still find opportunities by exploring the thoughts, emotions, and challenges that their audiences may be facing right now.
On Live with Search Engine Land last week, Meghan Keaney Anderson, CMO of HubSpot, Amanda Milligan, marketing director at Fractl and Lee Odden, CEO of TopRank Marketing, shared some of the lessons they’ve learned while working with clients and marketing their own agencies. They talk about what brands should be communicating at this point, how to convey the right tone, how brands can identify and evaluate content marketing opportunities, and what KPIs to use for measuring success in a global crisis.
There’s more to read below, including a look at which executives are on the move in our industry.
Taylor Peterson,
Deputy Editor
