How to Rethink Marketing Content During Economic Uncertainty

Posted: October 18, 2022

Economic concerns have forced companies across the globe to reassess their content strategy. Staff lay-offs were the answer for some companies, while others embraced the opportunity to optimize their content and brand strategy. Michael Brenner outlines these strategies in the article below.

Marketing in Difficult Times: Focus on Content that Reaches and Assures

Businesses all over the world had to pivot their entire structure when the pandemic hit. Being forced to shut down offices and premises and move to a remote working model is difficult enough, but the downturn in the economy also meant that revenue fell sharply for many. Now in a reopened America, gas prices are high and paying wage remains the same in most states. How does one successfully market during tough times? Some businesses responded to this threat by reducing expenditure wherever possible. The marketing budget is often one of the first to be frozen, deemed as an “unnecessary” expense in uncertain times. However, not all brands froze in fear. While a certain amount of juggling figures and adjusting budgets is inevitable, other businesses have invested in strengthening their brand position in anticipation of the more prosperous times ahead – even when they couldn’t know when.