Helping With Content Marketing

For companies in the BT2Bindustry, the pandemic exposed many gaps in the ways businesses operate.

Many companies figure out just how fast digital transformation can occur when their livelihoods are on the line. This transformation is especially fast when people realize that global supply chains aren’t very resilient, and that remote work is a very viable option compared to what people used to think.

However, most of those realizations weren’t completely new, because most businesses were already familiar with them, and they were recently able to see them more clearly for the first time. The same is true for many consumers. 

The pandemic changed the way companies approach their target audiences, as consumers have figured out what they’ve been previously missing.


People are still adjusting, struggling, processing, and even grieving over what’s been happening over the last couple of years. At the same time, companies need to provide solutions and solve problems.

The best way that companies can help their customers without seeming insensitive is through content marketing that empathizes with customers.

Now is not the time for companies to promote their content in a very “sales-y” manner. It’s best to be helpful and kind through content marketing efforts and to show the customers that businesses understand what they’re struggling with.


Brands aren’t able to be humanized. However, it’s very easy for companies to overthink humanization, or worry about seeming too relatable or unprofessional, or about losing the trust of customers if their content is too lighthearted.

Instead of worrying about everything, companies should feature people on behalf of their business in their content, instead of trying to speak for themselves.

The best way to do that is to bring employees, executives, external experts, and influencers into content marketing efforts. Companies can also bring prospects and customers into this content as well.


Over the last couple of years, many businesses have learned that most consumers deeply care about social issues. This realization has led to very serious discussions about brands and their purpose, and what a brand stands for besides profits.

Companies that are looking to lead with a purpose have to showcase their leadership through their content marketing efforts.

Through content marketing, companies can share what issues are at the top of their minds, how they’re addressing those issues. In this way, they can let people know that they share the same values as consumers.

However, now is also the best time for companies to go deeper with their content.

For instance, instead of a company stating that it stands with Ukraine, it can bring refugee voices directly to the audience. That way, they’ll be able to lead with purpose instead of including the purpose as an afterthought in their marketing efforts.