{"id":2764,"date":"2022-07-14T11:14:00","date_gmt":"2022-07-14T15:14:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2764"},"modified":"2023-04-13T13:20:54","modified_gmt":"2023-04-13T17:20:54","slug":"your-content-program-during-a-recession","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/your-content-program-during-a-recession\/","title":{"rendered":"Field Notes #002: Your Content Program During a Recession"},"content":{"rendered":"\n<p>Where does content fit in during a recession?<\/p>\n\n\n\n<p>That\u2019s one of the many questions every demand gen leader has to answer as they reallocate budget and figure out how to continue driving growth in marketing&nbsp;<em>while<\/em>&nbsp;slashing budgets.<\/p>\n\n\n\n<p>We\u2019re biased but we believe content has a place in every demand gen program.<\/p>\n\n\n\n<p>That doesn\u2019t mean you should allocate all spend to just content production. You definitely should not do that if your paid marketing has a great ROAS.<\/p>\n\n\n\n<p>But regardless of whether it&#8217;s a podcast, blog content, or a video series, content is worth investing in to&nbsp;<strong>make your demand gen program recession-proof<\/strong>.<\/p>\n\n\n\n<p>Here\u2019s why and how:<\/p>\n\n\n\n<p><strong>1. Content can be repurposed for multiple jobs.<\/strong><\/p>\n\n\n\n<p>This means you can be economically efficient with content:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Podcast and videos turned into blogs or ebooks<\/li>\n\n\n\n<li>Blogs turned into email campaigns<\/li>\n\n\n\n<li>Email copy turned into social media copy and snippets<\/li>\n\n\n\n<li>Team discussions turned into podcast episodes<\/li>\n<\/ul>\n\n\n\n<p>\u2026so on, and so forth.<\/p>\n\n\n\n<p>Moreover, these different pieces of content can be used for lead-gen campaigns.<\/p>\n\n\n\n<p>Rule of thumb: If you write something and think \u201cDamn, that\u2019s good,\u201d consider promoting it on multiple channels where your audience spends their time.<\/p>\n\n\n\n<p><strong>2. Content can generate organic traffic for the long term when done with SEO in mind.<\/strong><\/p>\n\n\n\n<p>Really important if you&#8217;re cutting ad budget.<\/p>\n\n\n\n<p>It&#8217;s not actually &#8220;free&#8221; traffic but the upfront investment will pay long-term dividends vs the hamster wheel of paid ads.<\/p>\n\n\n\n<p><strong>3. Content can be used for sales enablement<\/strong><\/p>\n\n\n\n<p>This is the most forgotten use case for content.<\/p>\n\n\n\n<p>If your sales team runs into the same objections over and over, create content that addresses those objections at scale.<\/p>\n\n\n\n<p>Bonus points for also optimizing that content for folks to find it on Google.<\/p>\n\n\n\n<p><strong>4. Content is how you distribute your unique opinions on the market and industry.<\/strong><\/p>\n\n\n\n<p>Most software are commodities, and the best companies differentiate through product marketing and positioning.<\/p>\n\n\n\n<p>Most people think thought leadership is a content type\u2014nope, it\u2019s a content goal.<\/p>\n\n\n\n<p>Get your unique perspectives and positioning out there with content.&nbsp;<\/p>\n\n\n\n<p>Yes, I\u2019m completely biased because I run a content marketing agency for B2B software companies, but we&#8217;ve helped businesses do exactly this.<\/p>\n\n\n\n<p>We&#8217;ve also grown our business with no paid ads and know other businesses who are doing the same.<\/p>\n\n\n\n<p>I\u2019m happy to chat if you\u2019re trying to figure out what type of content program to build with a small budget. I won\u2019t even sell you on our agency services. I just want to be a partner in brainstorming what it might look like for your company.<\/p>\n\n\n\n<p>If you\u2019re interested, feel free to respond to this email with \u201c<strong>let\u2019s chat<\/strong>,\u201d and we\u2019ll find some time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommended-reads\">Recommended Reads<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/seonotebook.com\/notes\/zsv-keywords\/\" target=\"_blank\" rel=\"noreferrer noopener\">Write content for keywords with zero search volume<\/a>: Sounds counterintuitive. How do you expect to grow traffic if there\u2019s no one searching for those keywords? Well, those tools that estimate search volume are helpful but not always accurate.<\/li>\n\n\n\n<li><a href=\"https:\/\/twitter.com\/TwitterWrite\/status\/1539640956915290112\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter\u2019s new feature for longer posts<\/a>: Who knows if this will actually on, but Twitter is a big platform for businesses and thought leaders to get their ideas out into the world. It\u2019s not available to everyone yet so it\u2019s worth being aware of the feature, and potentially worth testing out when it\u2019s available generally.<\/li>\n\n\n\n<li><a href=\"https:\/\/beomniscient.com\/blog\/content-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>The Content Optimization Bible: Comprehensive 22-Point Guide<\/strong><\/a>: If you already have a large portfolio of content, you might be cutting spend but you also know you can get more out of that content. This guide will help you do that.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Where does content fit in during a recession? That\u2019s one&#8230;<\/p>\n","protected":false},"author":5,"featured_media":2766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[24,184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-2764","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-strategy","8":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #002: Your Content Program During a Recession - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/your-content-program-during-a-recession\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #002: Your Content Program During a Recession\" \/>\n<meta property=\"og:description\" content=\"Where does content fit in during a recession? 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