Dealing with Covid-19 is just a phase.
It will pass soon.
Things will be back to normal like before.
Lives will be back on track and running.
These are some of the talks that people are trying hard to believe and convince themselves. I hope all is well and you all are safe in your homes.
Let us not get demotivated. This is surely just a phase and will definitely pass away. But I am not so sure about the rest. Of course, things will be back to normal, but like before….. We cannot predict that. Not so soon.
Covid-19 and the lockdown have practically changed a lot of things in our lives, including, metal, physical, emotional and financial behaviours. People are more cautious now, they are taking more precautions. Since the economy is unstable, they think twice before investing or spending the money.
Although the government is taking measures to get the economy running again. But I am sure you know that this is going to take some time.
In this situation, the small and medium-sized businesses are worried the most. They are confused about how to take things forward. People with brick and mortar outlets are not sure if people will be coming to the shops even after the lockdown is over.
The tensions, worries, confusion, everything is understandable and genuine. But one thing that all of us need to learn and understand from this pandemic is – there lies an opportunity in every problem. We stand stronger and more confident after fighting each war.
And this is exactly what all of us are going to do. Stand stronger and confident. Now if I talk about the opportunity during this crisis – it is the power of the online world.
Yes, you are right. The digital world is the door of opportunity and digital marketing is the key to that door. All you have to do is, grab it with both hands and make the most of it. In this blog, I am going to talk about digital marketing and the power of SEO in digital content marketing after Covid-19.
The Importance Of Digitally Transforming The Marketing Activities
- The daily intake of per-capital online media has risen from 1.5 hours to 4 hours during the lock-down.
- Internet usage has powerfully moved in the upward direction ranging between 50% – 70% during the lock down.
- Online streaming has registered a hike of at least 12%.
- Telecom companies have reported a spike of 30% in data usage.
- The second-largest search engine – YouTube has registered around 300 billion views during the lockdown. This is 13% more in comparison to the last quarter of 2019.
- 70% of the viewers on YouTube are between the age group of 18-34.
- 90% of the viewers access YouTube and other media channels through mobiles.
- During the lockdown, YouTube has recorded a hike of 20.5% in subscription base.
- 120% hike is registered in the number of uploads in the education category during the lockdown.
- E-commerce businesses are likely to see a 5% boost in the revenue almost near to $175 billion in 2020.
- The shift to online shopping is likely to shift from 46% to 64% in the coming six to nine months.
- 70% of the consumers have voted in favour of shopping from retailers, providing home delivery options.
I don’t need to explain anything about this. The numbers are speaking it all. In short, the digital world and online shopping are going to be the saviour for the next coming months and probably even after that. Because once people get used to using the comforts of everything being available online, it will be hard for them to go back to older habits.
Well, the important thing is consumer behaviour is rapidly changing and as a business, you also need to change your strategies to meet the consumer’s needs. After all, as the rule goes, be where your customer is.
The Power of Digital Marketing
Now, when we talk about surviving in the digital world, the rule is just the same as that of the real world. Survival of the fittest. And online survival is just impossible without digital marketing. If you need to mark your place and hold on to it, you will have to give a tough fight to get that place.
Remember, you are not the only one fighting for survival. There are millions out there just like you. And to beat those millions and win the top place, you will have to think a step ahead of them.
Digital marketing is an extremely powerful tool and with the right knowledge and correct application, you can literally rule the virtual world. Sounds interesting right?
Well, it is interesting, although not very easy. There is a certain way how the algorithms and search engines work. You need to understand this behind the stage concept before you go up to conquer the stage. And if we talk about the largest search engine – Google, it keeps dancing.
Well, not in the literal sense of course, but Google regularly updates its algorithms and how websites are ranked on the SERPs. So in order to retain your position at the top on the search engine result pages, you will have to get in the technicalities.
And this is where digital marketing is going to step in. Digital marketing is the base of your online store. If the base is not strong enough, the building will soon collapse. And I am sure you don’t want to enter the online world, just to collapse as soon as you step your first foot in. So basically my point is digital marketing is important.
Now, when it comes to digital marketing, any guesses, what is its base?
Ok, let me not beat around the bush the answer is – CONTENT.
The Importance Of Content In Digital Marketing
There are no if’s and but’s. Content is the King and there is no denying in that. Just like surviving in the online world is impossible without digital marketing. Mastering digital marketing is impossible without content.
Ok, before you think of any logics to counter my point, let me get it straight. Content just does not mean text. It is not limited to blogs and articles and long texts. It goes far beyond that. Take up any digital marketing strategy, it is incomplete without content marketing.
For instance, if I talk about social media, the posts need some content, some descriptions, some hashtags. What is all that? It is content. If I talk about video marketing, this also first needs a script, the video description, then the keywords and right hashtags, all this is again content. If I jump to email marketing, you cannot draft an email without any content in it, right? In short, everything starts and ends with the content.
Now there has to be some base for content marketing as well. You cannot just go around typing anything, calling it content and expecting it to do wonders in the online world. If you think you can do this, time to wake up.
Content marketing also has a base which helps it stand strong and that base is SEO – Search Engine Optimization. Scroll up a little and read again on what I said about the behind the stage working.
If you want to rank on the 1st page of the SERPs, you need to understand some technicalities and work accordingly. SEO optimizes your content, whether it be on the website, social media posts, video content, everything.
Let us understand how the SEO actually works and how with the help of content marketing you can boost up your business after Covid-19.
The Power of SEO in Digital Content Marketing After covid19
Businesses are expected to witness a seismic change in the buying behaviour of millions as the pandemic pushes more and more buyers to the digital options. A survey by the Capgemini Research Institute, says that “Consumers will seek convenience in the form of online shopping in the future. Health and safety concerns will be paramount as they will expect safer in-store and last-mile practices.”
Since your customers are indoors and are spending more time on digital platforms, it makes sense to shift the focus of your business marketing strategies from traditional print and outdoor activities to digital and mobile campaigns.
Last week, a large Australian retailer – Accent Group announced that it would close dozens of central Internet stores. Economic conditions on May 5 indicated that LG, Samsung, Vivo and a few others were deploying hyperlocal sales platforms in India. These retailers have already started the online journey.
CEO of 123 Internet Group, Scott Jones, stated that “We are in uncertain times, but with the increase of remote working and a collaborative approach, companies are turning to digital channels and embracing the transformation. We have seen a real spike during the last few weeks from companies wishing to create or update websites, launch new e-commerce channels and create social media campaigns focused on home-workers and a real focus on using influencers and SEO to reach new audiences.”
Why digital marketing is important is no longer a secret. The data-driven approach makes it easier to identify and define your target audience. You can generate personalized marketing campaigns to reach a specific set of customers and get a better ROI. You can adjust the budget assigned to a campaign by clicking a button. Such flexibility is not possible in traditional marketing methods.
If you haven’t harnessed the potential of digital marketing, now is the time to do so. And, for companies that are already making the most of digital marketing, it’s time to focus on expanding your reach, if not your revenue. It is also a great opportunity to engage with your existing and potential customers on a deeper level using blogging and content marketing to the fullest. According to the study of HubSpot, companies that use blogs as a marketing medium get around 55% more visitors than those that do not.
In marketing, communication is the key! Now is the time to intelligently connect with your customers using the capabilities of blogging and content marketing. How important is blogging? Let us see these numbers:
- Companies that blog have 55% more visitors.
- Blogging has reported 97% more inbound links.
- Companies that blog have 434% more indexed pages.
If you have more visitors, it means you have more leads, that means more conversion and finally more sales. Having more inbound links means you have increased chances of being found in SERPs. Authentic and genuine inbound links send a signal to the search engines algorithms that your content is genuine, and hence your chances of ranking on the first page increases. Having more indexed pages is again a good sign for the search engines and hence better visibility on the result pages.
Ramping up SEO content is going to be the most cost-effective strategy during and after Covid-19. According to VP of Digital Strategy at Conductor, Pat Reinhart, “SEO-focused content is the most cost-effective and direct path to maintaining your business during economic downtimes. It requires a lower investment. And, it doesn’t have an on/off switch like traditional paid media campaigns, so it pays off long after the investment.”
Four Tips To Build Strong SEO Digital Content Marketing Strategy During And After Covid-19
- Create Content That Builds Trust:
With or without the Covid-19 crisis, your content should always aim at building trust with your viewers. Be optimistic and reassuring in your content, people want to look at the brighter side of how things will fall into place after Covid-19.
Your sales pitch should also hold a message of comfort and hope. Connect with your audience emotionally and this is how you will gain their trust. But this does not mean you give them false hopes. Be realistic in your content.
Make educational and informative content. Think from the viewer’s point of you, give them what they want to read. According to the Senior Director of Marketing at Conductor, Lindsay, “With so much uncertainty, consumers are looking for more answers than ever. They are looking for helpful and relevant answers to their questions from brands they trust. That’s why brands need to focus on building trust by creating content that answers these questions.”
- Manage Your Web Presence Actively:
Include the guidelines of E-A-T (Expertise, Authoritativeness and Trustworthiness) in your content. The more you build trust amongst your viewers, more likely your content is going to get higher clicks.
Inaccurate or outdated information can mislead readers. Make sure to be sure about all the facts and figures that you add in your content. Anything inaccurate is also going to affect your online image. To maintain the image you should:
- Update your schema regularly’
- Update your GMP
- Stay updated with Google Search Console
- Analyse the data carefully
- Audit Your Content:
Most of the content marketers have pre-planned strategies and content calendars. If you have a calendar that was set before the Covid-19 crisis, it is time to audit it again before rolling out.
Make sure you are not publishing any content that is practically not possible during the Covid-19 crisis. If you have any upcoming events or announcements, hold them back. I am sure you do not want to look like a fool.
Learn from the mistakes of others and do not repeat them with your content marketing. For example, some big brands have taken a back step keeping in mind the current scenario. Like KFC called off its “Finger Lickin Good” campaign. Hershey’s suspended its “Hugs and Handshakes” advertisements. Coors Light pulled back on its “Official Beer of Working Remotely” ads.
I hope you get the idea. Curate your content according to the need of the hour and do not publish anything that might hit the sentiments of the viewers locked in their homes.
- Ramp Up Security:
As I mentioned earlier, trust is an important success factor right now.
However, hackers are taking advantage of the current situation. Hackers use malicious malware to promote discount codes and special offers on coronaviruses.
Cybercriminals also use the “trusted” brand of companies in phishing attacks. Even trusted companies like the World Health Organization and the Centers for Disease Control and Prevention in the United States are exploited by hackers to establish their credibility.
In order to make sure your security is not attacked, you can do the following:
- Monitor the log files for crawl errors.
- Implement the SSO (Single Sign On) technique.
- Secure your site with SSL
- Regularly update the plugins and apps that you use.
In the wake of the COVID-19 crisis, it will be more important than ever to put your content above a Google SERP.
Because this is where your consumers look for answers to the sensitive questions of the brands they trust. Panicking and giving up with the fear of losing is not any solution. We need to stand strong and fight this Covid-19 crisis. Look at the opportunities during this phase and make the most of it.
If you need any help or guidance regarding content marketing, SEO or any other digital marketing strategies, feel free to contact me anytime. Let us fight this together and win the war against Covid-19.
Stay Home. Stay Safe. Stay Positive. Covid-19 is not the end of the world.