We discuss a lot of content-related topics. This is due to the importance content creation now has in this era. It would be best if you had a solid appreciation of how content creation works. Anyone in business or entrepreneurship needs to understand how content marketing works. These are all areas you may remember we talked about in the past. Today, I want us to look at an essentialin line aspect of content creation or content marketing. You must understand that content needs to change in-line with economic developments. Let us delve deeper into that subject.
Overall, Human Behaviour Is Often Influenced By the State Of The Economy
You must appreciate the economy’s role in feeding into how people behave. The way people will respond to your content is heavily premised on that. This applies either way, i.e. when the economy is ailing and when the economy is thriving. As such, you’ll need to figure out ways to tailor your content correctly. Your content must fit into the prevailing economic climate at any given point. This means you have to always closely look at what the current economic developments are. The good thing is even when the economy is ailing, you can still use that to develop content that resonates with your audience.
Essential Things To Consider When The Economy Is Ailing
One of the fundamental things when the economy is ailing is a general atmosphere of uncertainty. As in, consumers will generally be reluctant to buy stuff. They will tend to take time to arrive at purchase decisions they deem necessary, safe and cost-effective. This gives you a sense of the psychological state people will be in. You can use this to generate content that feeds off and into those dynamics. You need to know that consumers will become any or all of 3 things, namely, savings-oriented, conservative, and opportunistic.
Savings-oriented implies that people will become obsessed with getting rid of unnecessary expenditures. This will be used as a fuel to save more to be better prepared given the uncertainty. Being conservative will entail a heightened thrust not to buy anything. If they get to make a purchase, they would have exhausted comprehensive lists of options. Otherwise, they would instead not buy anything. Remember what opportunity means – a chance for advancement, progress, or profit. This means that the opportunists will only be convinced to buy anything if it is a clear-cut opportunity.
You can tailor relevant and engaging content with knowledge of these 3 buyer personas. This is because all 3 of them indicate the nature of needs people will have. This will make it easier for you to know how to come up with content that addresses their needs. There is an important issue at play here though. How do you get to establish which of the 3 buyer personas your audience or segments of your audience fall under?
Establishing Buyer Personas When Economy Is Ailing
It is not smart to just assume that your audience is this or that. You need to be empirical in your approach. You have to use an evidence-based approach to be sure. Otherwise you may tailor your content wrongly. One way you can use is to conduct surveys to get feedback from customers. You could also arrange to interview some of them. You could conduct polls. You can even do social media posts where you post questions or topics that call on your audience to contribute their thoughts. If you do this well you can accurately discover the type of buyer personas your audience falls under. Buying patterns will also offer important insights in this regard as well. This entails going through your sales numbers; provided you keep detailed records.
Auditing And Repurposing Your Content
When the economy is ailing there will usually be a need to tailor new content that fits in well. That is good and should be done. However, you need to understand that there may be past content that may still be relevant. In order to establish that you will need to conduct an audit of sorts. The analytics data will help you note content that did and has continued to do well. Bear in mind that there is what is called evergreen content. See if you can find such content from what you have posted before. If you find it you then can repurpose it with the current prevailing economic circumstances in mind. Recently did a whole article on the why and how of repurposing content; kindly check it out.
When the economy is doing well there might not always be a need to make the considerations we discussed. Regardless, you still have to always carefully consider the type of content you post. It is during economic challenges when you have to be more thorough and investigative. When the economy is not good people generally become too sensitive and particular. If you ignore this dynamic you may end up posting content that is insensitive. It is important to always ensure that you adapt your content in-line with economic developments.