Don’t Sacrifice Investment Into Content When Marketing Resources Are Limited 

DUSTIN CLARK

Video Transcript

Hi I’m Dustin Clark and the Senior Director of Strategy at Element Three. Today, I want to talk to you about content. Specifically when times are tough. If budgets have dried up, if sales are slow, if you’re having a hiring freeze or you can’t find the talent, contents an area that you really don’t want to allocate dollars away from.

Particularly because your content — we’re talking about own content here, website content, the type of things that you produce to attract and convert your prospective customers. It doesn’t just have value in the moment, but it has value long term. So if you think through going through tough times where the budgets are dried or sales are slow, that content doesn’t just have value today, it’s long term value.

Additionally, it fuels your demand gen efforts. So even if you do need to pull back on your marketing effort, whether that’s advertising or email or outreach campaigns, whatever it may be, you’re eventually going to want to start those back up. And if you’ve ignored your content during that time, you’re going to have to play catch up in order to get back there. The other thing that I think of when we see new clients come into the consultancy, whether they’re the clients themselves or the competitors, there is long term value and strength in SEO and content.

The best competitors are the ones that we can see that have put that investment there. It not only shows up in their websites and their email, it shows up in their advertising, it shows up across the board. So if you’re thinking through how do we show up in a moment where things are a little dicey, I would encourage you to continue to invest in your content because that’s going to have value not just today.

It’s going to have value long term and it’s going to help you have a leg up when customers return coming back from those tough times.

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