With more eyes on screens, marketers are looking toward content marketing to stay connected with customers especially in dire circumstances. The unpredictability of the situation is the main reason good content is going to be your most valuable marketing asset right now. Even if consumers may not necessarily be purchasing from you right now, it is the time that relationships are built between brands and customers and they could even be looking to brands for information and entertainment.

Evolution of Content Experiences after COVID-19
When Bill Gates published an essay in 1996 called Content is King, he made scarily accurate predictions about the modern state of content consumption. The broad opportunities he envisioned for companies has only grown exponentially into the marketing monster it is today.

Recent surveys have found that 69% of B2B marketers plan to increase digital advertising budgets in 2021 and if they do, brands will have to level up their approach to creating content in terms of quality and strategy to stand out from the crowded digital landscape. The first half of the year 2020 had abundant surprises in store for the world and the marketing universe has seen its fair share of cuts in advertising and reduced budgets because of decreases in revenue. Restrictions on attending physical events had a drastic impact on B2B content consumption too, forcing marketers to find innovative approaches to fill their marketing funnel.

Uncertainty is the order of the day and this applies to B2B practices as well. Many CMOs have become all too familiar with budget cuts during the COVID-19 outbreak but the general trend has been to shift focus from acquiring customers to retaining customers.

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