How Content Marketing Has Changed During the Pandemic


Finding new ways of reaching customers is a key part of content marketing.

The pandemic, has shifted how we do many things this year including content marketing. Businesses have discovered new ways to make an impact with their content, and perhaps marketers in all industries can learn a little something from manufacturing companies and the changes they have made as 70% have altered their approach to messaging.

According to a study of manufacturing content marketing sponsored by GlobalSpec, almost 70% of those surveyed believed the pandemic will have a major or moderate long-term impact to their content marketing. One of the biggest challenges they’ve faced in recent months includes keeping their audiences’ attention and creating meaningful content, because the traditional marketing tactics would not work.

Switching Content Marketing Tactics

As an example of how things have changed, take in-person marketing, which is an extremely powerful tool, but has been drastically reduced if not completely halted. To compensate, virtual events, such as webinars and online courses, have increased 16 percentage points over last year.

Another enhanced area of focus is on website enhancements. Seventy-six percent of respondents said boosting their website’s appearance/functionality is in the works for 2021. With social distancing requirements in full play right now, consumers are spending more time than usual online, doing their research before they make a purchase, so it makes sense to enhance the experience they have on your site.

A Boost in Email Marketing

Email remains an important tool for manufacturing content marketers, with 81% of respondents saying that was in their three main platforms for delivering content. To get an assist in this area, 77% of marketers said they utilize email marketing software.

Organic Outreach

It should come as no surprise that 93% of marketers in the manufacturing industry rely on social media platforms for their organic content distribution. For that industry, LinkedIn is the most used medium. Obviously, that’s going to differ given your industry, but the fact remains that whichever social media site you use, staying focused on content for those sites will remain a big factor for 2021.

Outsourcing to a Marketing Agency

If you’ve never utilized the expertise of a marketing professional, now is the time to jump in with both feet. Trends are changing fast and many business owners are feeling the bite of the down economy and are doing everything they can to stay competitive.  Rather than ignore your content marketing outreach, use an outside source.

At SJC Marketing, we know the struggles companies face with content marketing, even when the economy is booming. Our crew has the skillsets necessary to improve your marketing outcomes. Contact us and let’s discuss where you want to be with your marketing outcomes and how we can get you there.

We’d love to learn more about you.