how we are navigating the new content marketing

Almost every person and every organization experiences disruption due to the COVID-19 pandemic. The classic s phrase echoes in my mind: "It was the best of times; it was the worst of times.

I appreciate time with my college-age children and my spouse. But I miss the ability to cuddle and socialize with friends and family.. Stories of people who have recovered easily from the virus breathe a sigh of relief. But the stories of others who have not are heartbreaking.

I am saddened and concerned about the impact of all the businesses that have closed. But I'm amazed at the rapid shift to new business models that some are doing to stay afloat., contribute to the effort to contain the virus or provide useful services in a safe and distant manner.

take it virtual

With a fully remote team and a healthy set of events and online training before the pandemic, we are not strangers to virtual work. But, like many organizations, we are doubling now. Here are some changes we have made for our audience, sponsors and team.

Preparing for the new normal is something the CMI team thinks about every day. We are not on the front line saving lives, Delivering food or keeping the proverbial lights on. But many in our audience work for organizations that are and others are companies, individual agencies and practices looking for ways to continue serving clients, take care of employees and prepare for what comes next.

Why is it important CV?

Expand digital components of live events.

As I mention, we moved ContentTECH Summit to August in the hopes that stay-at-home requests and corporate travel restrictions are safely eased by then. But we are still strategically thinking about virtual elements to complement ContentTECH Summit and Content Marketing World in October..

Here is why: even if people can travel, available budgets may not allow it. And many people will still be concerned about mingling with others in person.. We are exploring digital add-ons for events to open up the experience to our entire audience, regardless of your willingness or ability to travel.

This is not new territory for us. We have always offered virtual elements (video on demand of conference sessions and interviews streamed live from the CMWorld showroom, for example). But we are striving to think creatively and strategically about new virtual experiences to offer in conjunction with the in-person event.. We've gotten some great ideas from our speaker community, and we'd love to hear your ideas too.

Add new virtual content

Adapting to the current situation has pushed us to add more virtual learning opportunities. In addition to the webinars that we organize regularly almost every Wednesday, we now offer occasional tech talks from 30 minutes on fridays. Recent topics include ideas for pivoting content marketing during the coronavirus disruption and preparing for the new normal. . You can see the list of upcoming Wednesday and Friday webinars here . They are free and, if you can't see them live, catch them on demand.

Change the way we work

I don't just mean working remotely (that's not a change for CMI staff, we have always been a remote team , We are reexamining all kinds of practices, policies and procedures to help our community and our teammates work in this new world.

This is not new territory for us. We have always offered virtual elements (video on demand of conference sessions and interviews streamed live from the CMWorld showroom, for example). But we are striving to think creatively and strategically about new virtual experiences to offer in conjunction with the in-person event.. We've gotten some great ideas from our speaker community, and we'd love to hear your ideas too.

Take a step back and take a step forward

As the headlines got more serious, schools and workplaces were closed, and everyday life became almost unrecognizable in mid-March, CMI (like many of your organizations) retired from our typical marketing. We weren't open to marketing messages due to immediate pressures and distractions, and we knew our audience wasn't interested either.. We suspend any promotion related to in-person events.

But we also knew that many in our audience were still searching for answers to work-related questions while trying to balance new personal pressures.. So, instead of backtracking from blog and social content, we change it.

The community manager, Monina Wagner, also hosted a virtual coffee break at Zoom that week, inviting people to meet, relax and talk about things that are not necessarily related to COVID-19 (though, as you could probably guess, the conversation changed direction and that was fine.

Recognize uncertainty

as much as we work to help our audience find answers, we also realize that everything is changing rapidly.

We have worked to eliminate the risk of committing dollars and time to our events by relaxing the refund policy for our in-person events from 2020. (You can read the details on the FAQ pages.

Content Marketing University has abandoned its quarterly enrollment periods in favor of open enrollment until the end of the year. That way, people can sign up and dive in when they have the need (and the budget) training.

Assemble the team

Although we are experienced remote workers, the discomfort, distraction and anxiety from all the changes in our personal and business life are inevitable. To help us stay united and focused as a team, we have started some new practices.

Every Monday, we use our Microsoft Teams space as a place for NETMA posts (Nobody tells me anything), an idea based on a practice in an old work by Cathy McPhillips, our vice president of marketing. Each team member posts something they are excited to work on, something others might not know about what they are doing or something they might need help with. Now everyone knows (almost) everything that happens in CMI.

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