Good morning Marketer.
Yesterday marked the second day of SMX Next – our free virtual conference exploring topics on all things search marketing. In his morning keynote, our own editor George Nguyen addressed several ways that brands can seize content opportunities while avoiding some of the pitfalls of marketing during such turbulent times. Below is a quick recap on how brands and marketers can make the most of their content during times of disruption.
- Create a rapid response team or workflow to set your brand up for success when current events take an unpredictable turn.
- Convey empathy in your tone and messaging, especially since audiences are likely to be more sensitive to it in light of the global pandemic, its economic fallout, and movements for racial equality.
- Combine search data and creativity to inform your content strategy. This doesn’t have to mean that search data is no longer useful – it just means that more creativity and research are required before making content strategy decisions.
P.S. You can watch George’s full keynote on-demand here, and peruse through the other sessions (which feature brands like Microsoft, Condé Nast, and 1-800 FLOWERS) in the main SMX Next hub here.
Happy watching!
Taylor Peterson,
Deputy Editor
