It’s the Right Time: Three Types of Content to Develop Now

The pandemic and ongoing protests have highlighted what is important to the people and organizations with whom we do business.

As companies adapt their strategies and move from focus to immediate viability for continuous recovery, marketers are looking for innovative ways to stay in touch with their customers.

Companies are redesigning their communications based on what they have learned about their customers’ needs and are increasingly shifting from a sales culture to a service culture.

Therefore, there is an unfilled opportunity for many organizations to develop content that goes beyond their response to COVID-19 and society’s demands for greater diversity, equality, and inclusion while meeting the client’s short-term costs.

Messages that make a difference

It is more important than ever to deliver authentic messages to your customers, build relationships and now deliver useful and relevant information for your business.

The media has already been inundated with COVID-19-related content, but people are still looking for very useful advice from companies and the media, whether adjusting policies and processes to manage employees remotely or retain customers.

And while different sectors are interested in varying degrees – some remain stable or thriving, while others can focus on cutting costs until businesses recover – you still want to be willing to act when your customers and the economy are ready.

It’s time for content, of the right kind

It takes time to develop good content. This means that there will be an interval between the time when you start to develop the content and the moment when it is ready for public use. If you wait for the business to restart, you will be late.

Three types of content are relevant to the current business environment: blog posts, contribution articles, and white papers / POVs.

Find out how it can help you achieve your business goals.

Blog posts

You want to continue working as normally as possible, and part of that is informing your customers that you are still here to help them with products, services, and advice that can help them solve their most critical business challenges.

Insert blog post:

  • It is a relatively quick way to keep your website up to date and gives you a reason to contact your current and potential customers.
  • With a versatile format, they can educate, inspire or just give a quick tip that makes their customers’ lives easier.
  • They are usually shorter – 500 to 1,000 words – which means that they represent a smaller investment.
  • This is often useful early in the sales cycle, as potential customers review your products and services and often see a collection of easy-to-read blog posts.
  • Blog posts are also easy to view as circumstances change and, let’s face it, they will change.

Contribution articles

An article written by an expert on the subject is a piece that offers a unique perspective. The article he usually contributes, ranging from 800 to 1500 words, is published in a medium, usually in a printed or digital magazine or newspaper.

Contributed articles are not self-motivating and imply some degree of authority over the author (and, by extension, their employer) based on the reputation of the vehicle in which they are placed.

This is an effective way to reach a large audience (in a general corporate publication) or a very limited audience (in a highly targeted vertical publication or the industry).

And while many writers and editors have written almost exclusively about the pandemic and protests in recent months, despite this focus (or perhaps because of it), we see a hunger for articles that contribute to multi-year themes.

Articles or POV

This is where you and your innovative leadership really stand out. These longer-format pieces offer the opportunity to deepen your perspective on a topic – or how your experience is uniquely positioned to serve your customers.

White papers and POVs often contain important research to support the points you make, whether it is research done by yourself or published in external sources (Harvard Business Review, Forrester, and other industry experts.).

They are educational, logical, and reliable, and while they usually end with a recommendation pointing to your business, they are not salespeople.

Due to their detailed nature, white papers and POVs are often used early in the sales cycle, when people are researching a specific problem, and later in the sales cycle, when decisions are made.


Each of these three formats offers a significant opportunity for companies to build strong relationships with customers and provide authentic, relevant, and useful content.

Ultimately, you must remember that it all comes down to them, not you. Think about the content you’re developing, not just in terms of how it will fit into your business strategy, but how the customer will see it – it doesn’t have to be specific to current events, but it must meet your customers ’needs. , Now and in the future.

Above all, be authentic. Think about what you say and how you say it and do it in a way that suits your brand’s personality.