{"id":104773,"date":"2020-06-03T14:00:00","date_gmt":"2020-06-03T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/5-reasons-why-now-is-the-time-to-invest-in-content-2\/"},"modified":"2024-12-19T16:43:37","modified_gmt":"2024-12-19T21:43:37","slug":"5-reasons-why-now-is-the-time-to-invest-in-content-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/5-reasons-why-now-is-the-time-to-invest-in-content-2\/","title":{"rendered":"5 reasons why now is the time to invest in content"},"content":{"rendered":"

Understandably, most businesses are focusing their attention on operations right now. Many are retrofitting to be able to continue delivery of goods and services to customers while sustaining as much revenue as they can. For businesses running with a lean staff, it may be all they can do to keep their heads above water.<\/p>\n

For another category of business\u2014those with more available resources to help weather the storm\u2014the greatest challenge may be how to effectively pivot from their usual activities towards a model of customer engagement that is better suited to our current reality. Simply put, one in which customers have less disposable income<\/a> and more free time to engage digitally<\/a>.<\/p>\n

Businesses with the luxury of being able to operate on a longer time horizon can acknowledge that now may not be the time to drive customer transactions. Instead, they have a unique opportunity to do something with customers’ increased attention and create lasting, positive brand impressions. Perhaps it’s time to educate, or at least entertain.<\/p>\n

Here are a few reasons why now is the time to invest in content.<\/p>\n

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  1. \n

    It’s something you can do right now that has real value<\/h2>\n

    Many marketing departments are continuing to work, though forced to abandoned planned campaign activity. Economic uncertainty may be driving a reduction in paid media budgets, even for businesses that continue to sell. Other businesses have money to spend but are struggling to maintain target reach while channels such as out-of-home are no longer delivering the same number of eyeballs. Customers are engaging digitally, and will continue to do so at an increased rate.<\/p>\n

    Content investments are often deferred because they take effort and attention, and the payback occurs on a longer time horizon, such as it takes to drive organic search lift. However, when there is uncertainty about the next best thing to do, publishing is an effective way to stay in motion. Data from Hubspot indicates that 1 in 10 blog posts are compounding<\/a>, meaning the organic traffic they drive increases over time.<\/li>\n

  2. \n

    Changes in search behavior create an opportunity to connect with new customers<\/h2>\n

    It is heartening to see how many of us are using this time spent in isolation to better ourselves by acquiring new skills. Whether it’s an interest in home exercise, learning to bake, or just general lift in searches beginning with “how to”, our intent to learn new things is clearly measurable across a variety of categories.<\/p>\n

    \"Fitness<\/p>\n

    Creating content to address this surging demand is a great way to drive brand visibility in organic search, and the businesses best equipped to actively monitor and respond to relevant search term trends will be able to increase their share of voice.<\/li>\n

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