As we’ve seen throughout 2020, things can change in an instant. When times of crisis arise, there’s no map or precedent to tell you exactly what you should do. With that fear + uncertainty at the forefront, it’s a natural response to go into preservation mode for your business. For a lot of housewares brands, that means cutting your marketing budget + cutting back on some long-game marketing strategies, like content + SEO. However, we’ve seen firsthand throughout the last few months that cutting back on content is not the way to go. In fact, times of crisis + challenges are the time to dive in and put content at the top of your marketing toolbox. Here’s why:
1. You need to keep your audience informed.
A crisis is not the time to go dark. Things change quickly during times of crisis + the last thing you want to do is leave your audience floundering. As we’ve seen throughout the COVID-19 pandemic, people are turning to the internet for answers during these times of uncertainty, so you want to be sure you’re providing them with the resources they need. Your customers will feel a lot more secure + your housewares brand will appear more trustworthy if you’re forthcoming with news, updates + information.
2. It’s an opportunity to show off the human side of your brand.
Emotions run high during times of crisis. We’ve all experienced the rollercoaster of anxiety, fear, sadness + even joy throughout the last few months as we’ve navigated Coronavirus. We’ve experienced these emotions because we’re human. Times of crisis provide a unique opportunity to connect with your customers on a basic level + create an emotional connection, human to human. Take the time to level with your customers + remind them that your brand is made up of people who care + are going through similar experiences. Ride that emotional rollercoaster right along with them with content that makes them laugh, cry + feel just a little less alone.
3. You need to outshine competitors.
The housewares industry is highly competitive + fast-paced. Your competitors aren’t going to stop during a crisis, therefore neither should you. If you want to stay competitive through times of uncertainty, you need to be adapting every aspect of your marketing strategy + messaging accordingly, including content.
What can you learn from competitors’ content strategy + how can you do it better? What key phrases or trends are they missing that you can capitalize on? And, of course, how can you provide for + connect with your audience in ways that other brands are not?
4. It’s a chance to prove your value.
Last, but certainly not least, a solid content strategy during times of crisis allows your housewares brand to really show off your value to customers. Throughout the COVID-19 pandemic, we’ve seen housewares brands showing off how they can fit into this “new normal” — from great organizational products for work-from-home office spaces to handy kitchen tools for those that are making more home-cooked meals.
Whatever the crisis is, there are endless opportunities to prove your value with content, including guides, tutorials, blogs, videos + more. In turn, customers are going to support the brands that helped them navigate through the uncertainty with helpful products + customer service.
Stay Strong During Times of Crisis
We know that you’ve got a lot on your plate — especially when you’re navigating through a crisis. We’ve got your back! From content strategy to ongoing content creation, the team at epower at home has been helping housewares brands find success with content marketing for more than 20 years! Let’s find your voice + navigate through this pandemic together.
While you’re at it, here are a few other resources you might find helpful…