June 02 E-Connect Daily


June 02, 2020


Step It Up
The power of content marketing in the new normal

There is no doubt about it—the new normal will bring challenges and continuous change. Businesses will need to step up their game in order to stay on top. Above all else, they will need to provide value to their customers. One of the best ways to do so is by creating custom content, or content marketing. It is defined by the Content Marketing Institute as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” By providing helpful content, you are showing, rather than telling, your business’s value. Let’s take a look at the goals B2B marketers have achieved with content marketing, according to the “2020 B2B Content Marketing Benchmarks, Budgets, and Trends—North America” report by the Content Marketing Institute and MarketingProfs:

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“During a time of economic crisis, the role of the marketer may now seem obsolete. However, it is quite the opposite, as this is an opportunity to pick up on consumer behavior changes and virtually engage with consumers in new ways.”

– John Nash, chief marketing and strategy officer at Redpoint, on the importance of marketing in a crisis


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