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  • Writer's pictureMartyn Clayton

How content can help your business weather the economic storm

There's no getting away from the fact that these are challenging economic times. Rising inflation is pushing up interest rates, as prices in the shops continue to spiral. Budgets are stretched in a way that many of us haven't seen for decades. This of course means that people have less disposable income, there's less cash to splash around on little luxuries and those big, non-essential purchases get put off due to concerns about what might be around the corner. Few people are thinking about a new sofa at a time when they can barely afford their weekly food shopping.


As a business owner, it can be tempting to batten down the hatches and wait for the storm to pass. Bad news can have a paralysing effect, and as confidence seeps from the economy it can be tempting to stop thinking about the future.


Aiming for mere survival isn't always the smartest move. Challenging economic times can provide an opportunity for smart businesses to get ahead.


One of the means by which you can do that is through your content, and the good news is it can be easier to get noticed during an economic downturn.


There's Less Content Being Created


During straitened economic times, business marketing budgets tend to be reduced. If you're struggling to pay salaries or your suppliers, then perhaps splashing out on promoting your business feels like something of an indulgence. While few businesses will have limitless funds to spend on marketing themselves during challenging times, that doesn't mean you should stop altogether. In fact, cutting your marketing budget to the bone is often counterproductive. You need to not only get through challenging economic times, you also need to ensure that you have a viable business going forward.


That's why now is a great time to produce content.


There's less content being created, which means it's easier for your content to get noticed. Visit the websites of your competitors and observe if they have slowed down or stopped producing content. If they have, this is a brilliant opportunity for you to fill the gap and capture the attention of your target audience.


Focus on Quality over Quantity


In times of economic uncertainty, consumers become more discerning about their purchasing decisions. They want to make sure they are getting value for their money. This is where your content can make a significant impact. Instead of bombarding your audience with a high volume of mediocre content, focus on creating high-quality, valuable content that addresses their specific needs and concerns.


Consider the challenges your customers are facing due to the economic storm. Are there ways you can provide helpful information, tips, or solutions through your content? By positioning yourself as a trusted resource and providing valuable insights, you can build stronger relationships with your audience and increase their confidence in your brand.


One great way to do this is to start a regular blog that can grow to become a valuable platform that does much of your marketing heavy lifting for you.


Monitor and Adjust Your Strategy


Keep a close eye on the performance of your content and be ready to adapt your strategy as needed. Track metrics such as engagement, website traffic, and conversion rates to assess the effectiveness of what you're producing. Pay attention to the feedback and comments from your audience, as it can provide valuable insights into their evolving needs and concerns.


Remember, the economic storm won't last forever, and businesses that continue to invest in their content and maintain a strong presence are more likely to emerge stronger when the tides turn. By providing value, building relationships, and staying agile, you can navigate these challenging times and position your business for long-term success.


Making It Professional


As a professional copywriter, I understand how to craft compelling content that resonates with your audience. I can help you not only produce great written content for your website, I can also help you develop a content strategy to get you through the economic downturn and beyond. If you're interested in starting a blog, I offer an introductory rate for the first blog post and discounted rates for bulk orders of 5 or more.


To find out more about creating compelling content that builds your brand and fosters customer loyalty email martyn@martwritestuff.co.uk or call/WhatsApp 07714741395 today.





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