Thursday, April 30, 2020

5 Examples of Effective B2B Content Marketing in Times of Crisis

Woman wearing facemark image.

Woman wearing facemark image. There has been no greater disruption to business in the modern era than the COVID-19 pandemic. For many, it seems as though the world has stopped turning. For marketers, it seems as though now is the worst time to try to promote anything. But as our CEO, Lee Odden, said, “While there will be a period of adjustment, these changes do not mean the work stops. It doesn’t mean companies don’t need information, solutions, support, products and services.” And he couldn’t be more right. Your audience may even have a greater need now for your solutions or expertise. They’re trying to navigate through this uncertain time, too. And they’re looking for help now more than ever before. To help you answer those calls for help and know what types of content are successful in times of crisis, I’ve gathered five examples of effective B2B content marketing during the COVID-19 pandemic.

#1 - HealthcareSource

Healthcare workers have always been essential. And with a pandemic afoot, they’ve become the most essential. As a result, hospitals and healthcare providers need to ensure they’re fully staffed, but that’s easier said than done. Declining revenues have led to job cuts. Doctors catching the virus has led to job growth. Hiring for healthcare is undergoing constant fluctuations. As a proven talent management software for healthcare providers, HealthcareSource saw that they were in a unique position to help. Through a long, thoughtful blog post, loaded with examples from healthcare systems around the world, HealthcareSource created a great resource to help healthcare organizations manage their hiring, onboarding, and talent acquisition strategies. They also created an on-demand webinar with in-depth tactics on how to manage these constant fluctuations in job demand and supply. Healthcare Source Screenshot

#2 - Zoom

Zoom, a favorite video conferencing tool for any organization, has seen their number of daily active users jump from only 10 million to over 200 million in just three months. They’ve grown from hosting business meetings to hosting virtual classes, happy hours among friends, family game nights, and more for hundreds of millions of people. COVID-19 and social distancing have invariably helped grow their user base. However, that comes with its own set of challenges. They now have to train hundreds of millions of people on how to use Zoom, how to adjust their mic settings, how to ensure their Zoom is secure and private. They’re users needed support, fast. So they created an in-depth COVID-19 resource with every relevant training users could need. But what makes this resource even more helpful is that they segmented it based on use-cases. Need help while working remotely? You have your own section. Need help teaching your class? You have your own section, too. It’s a great example of how tailoring content for each audience segment creates a better experience; help is easier to find and the experience feels more personalized.   Zoom Screenshot [bctt tweet="“Tailoring content for each audience segment creates a better experience.” — Anne Leuman @annieleuman" username="toprank"]

#3 -*

Lockdown. Quarantine. Social distancing. Between those three mandates, it’s clear to see why the number of people working remotely is reaching unprecedented heights. For, a work operating system provider, this presented an interesting opportunity. They saw that teams needed help transitioning to a remote work environment with the least amount of friction. They needed help ensuring they had the right technology, process, and structures to make remote work successful. They needed help knowing how to best use remotely instead of in a physical office. To ease the remote work transition, created a new page on their website educating others on how to use their software for remote work. This new page helps existing clients and potential prospects on how can help ease the challenges of working remotely. They also made the smart decision of adding this page to their main site navigation, making it extremely easy for visitors to access. In addition to this new product page, the team at also created a custom video and content hub to ensure their users can get answers to all of their questions. Screenshot * is a TopRank Marketing client.

#4 - Slack

Slack was already a popular piece of software for any business, helping streamline team communications and collaboration. With more workers at home, I’m sure businesses — including our own — have become even more reliant on Slack to carry the burden of all text communication between teams. And while they could have taken a page from Zoom or and created dedicated resources to help train new users or customers who may be relying on Slack a bit more during this time, they didn’t. They saw a different opportunity to help their audience. During a crisis, the value of information skyrockets. Business leaders want to know; what’s happening to the economy? Will their market be impacted? How is this affecting their workforce? Slack created a report to help answer those questions, especially as it relates to remote workers and the challenges they face. They recognized that key decision makers in their target audience desired more information to help them solve top challenges like transitioning to remote work, improving their employee experience, and more. With this report, they were able to provide those insights, helping their audience optimize how they work together during a pandemic. Slack Screenshot

#5 - Dropbox

Do you know what distributed work is? I didn’t know what it was, either. And this is where Dropbox’s latest content marketing really shines. Dropbox saw that while most of the world was focusing on transitioning to remote work, they really needed to focus on distributed work. Organizations sorely needed to be educated on the difference between the two and how they require different strategies. As Dropbox points out, “remote work is a discipline for the individual worker, but distributed work is a discipline for the entire organization.” That’s a very important distinction to make as organizations attempt to navigate social distancing and still get the work done. Their thought leadership content around distributed work is truly eye-opening. Positioned high up on their blog and given its own content hub, their distributed work content is a must-read for any organization operating remotely during this time. And it all happened because they recognized a key, relevant term that not many were focusing on. Dropbox Screenshot

Be Helpful. Be Successful.

The true key to success in B2B content marketing is to always come from a place of empathy. The more you’re able to understand and empathize with your target audience, the more likely you are to surface content opportunities that help them overcome their pain points and challenges. And helping them = success. That doesn’t change even in times of crisis. In fact, it becomes all the more important. Use the B2B content marketing examples above as a guide when creating your own content and remember to be empathetic to their needs. If you want to help your audience during this time, learn how to build trust with your audience through authentic content.

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