WORKWEEK

Not a single marketer is lacking things to do. Between priority projects (JK, everything is a priority), reporting on results, analyzing wins and losses for learnings, planning and aligning on upcoming assets, and so much more––there’s little time to do, well, anything else. 

And then, world events outside of your control seep on. They start slowly at first. Some news here and there. A slack message or two. And next thing you know, it’s irresponsible for you not to address it in your content. 

It was this way with the pandemic. And it is this way, it seems with global economic uncertainty. 

Now, who your target audience is matters––a lot––on how, or if, you talk about this. But the truth of the matter is that we all market to people. And when world events affect people en masse, you can’t ignore it. After all, the goal of every content program is to first and foremost earn trust from prospects for your brand. You must do that before you ever drive a single lead. Certainly before you turn that lead into pipeline. 

To earn trust, you have to show up where your audience is. And world events impact where they are––mentally, physically, financially. 

So, it’s likely many of you are already having to address world events in your content. Here is a quick list of how to think about systemizing those inclusions for brand alignment. 

1. What’s your company’s POV on the situation? Your company doesn’t have to solve the issue. In fact, it’s unlikely it can. You simply have to address it. And have a POV on it. What does this mean for your audience? How might you encourage them to think strategically about the situation? How might your tool help them address specific concerns? This isn’t a time to overpromise and undersell. It’s a time to align [specific world issue] to [how your product can help]. It can be that simple. 
2. How can your company help? This goes beyond how your specific tool can help. In the pandemic, several companies set up free job boards to help those laid off find work. That’s the kind of help I’m talking about. What can your company do to help your target market reduce their fears, get more information, build better strategies, etc. This should become part and parcel of your content strategy. 
3. Where can you infuse, rather than rethink? You don’t need to completely upend your existing content strategy. Instead, how can you infuse your company’s POV and the ways you are helping into your existing campaigns and assets? 

Take a deep breath. Work with your product marketing and PR teams. Figure out a go-forward plan. And infuse that messaging into all new assets. Make sure execs are signed on and informed. 

Your goal is to educate, support, and earn trust. Now is the time to double down.