You know that trashing your content plan is a bad idea—but your boss or your clients may not. If you’re looking for ways to justify your content budget and programs during the coronavirus crisis, here are eight ideas you can share.
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8 TALKING POINTS TO JUSTIFY YOUR CONTENT BUDGET DURING COVID-19
HISTORY IS ON YOUR SIDE
Businesses that launched successful brands or products during a crisis: GE, Disney, Apply, IBM, Burger King.
CUTTING CONTENT = SELF-FULFILLING PROPHECY
“No one’s buying/visiting/subscribing, so good thing we cut our content budget.”
PANIC IS A CEREAL KILLER
The cereal brand Post retrenched during the Great Depression; Kellogg doubled advertising and came out on top. They’re still there.
YOU HAVE LESS COMPETITION NOW
When everyone else is on the content sidelines, you have a clear shot at the goal.
CONTENT IS A LONG GAME
Brand loyalty takes time. What happens when you finally have that coveted audience of advocates…and you stop providing content?
THE STATS ARE STILL TRUE
Conversion rates 6x higher for content adopters. Content gets 3x more leads per dollar spent than paid search ads.
THE BEGINNING MATTERS, TOO
If customers can’t buy now, why market to them? Because content touches ALL stages of the buyer’s journey, not just the end.
THIS, TOO, SHALL PASS
Where do you want to be when all this is over? We don’t know what the market will look like…but we know for sure we want to be a part of it.
Working with a small content budget?
Save money on your content by reusing as many assets as you can. We can help: check out our content repurposing plans.