{"id":44368,"date":"2023-11-14T11:15:31","date_gmt":"2023-11-14T16:15:31","guid":{"rendered":"https:\/\/www.skyword.com\/contentstandard\/the-power-of-purpose-led-content-in-tough-economic-times\/"},"modified":"2023-11-14T11:31:09","modified_gmt":"2023-11-14T16:31:09","slug":"the-power-of-purpose-led-content-in-tough-economic-times","status":"publish","type":"post","link":"https:\/\/www.skyword.com\/contentstandard\/the-power-of-purpose-led-content-in-tough-economic-times\/","title":{"rendered":"The Power of Purpose-Led Content in Tough Economic Times"},"content":{"rendered":"
Subscribe to our monthly newsletter<\/a>, Content & Context, to receive more insights on the evolution of content from Skyword CEO, Andrew C. Wheeler.<\/em><\/h6>

We may have narrowly skirted the forecasted 2023 recession, but we’re not in the economic clear just yet. This month, Statista<\/a> reported a 56.16% probability that the US economy will fall into an economic recession by September 2024.<\/p>\n

The looming specter of a recession has become more than just a whisper in the boardroom. Now a palpable concern, it has prompted many brands I speak with to reassess and recalibrate. In the corporate marketing sphere especially, tightening budgets and resource constraints are forcing many of us to grapple with how to ‘do more with less.’<\/p>\n

Heading into 2024, marketers must reevaluate strategies, cut through the noise, and maintain a laser-sharp focus on objectives. But with so much emphasis on belt-tightening, I’m left wondering: is the pressure causing us to lose focus? Are we, perhaps unwittingly, sacrificing core tenets of effective content marketing in a scramble to weather the storm?<\/p>\n

The Content Dilemma<\/h2>\n

Over time, I’ve seen the surmounting pressure to keep up in a competitive landscape transform many brands into content factories. They’ve become tactical fulfillment centers, reactively filling orders for content from around the organization, often at the expense of strategic marketing.<\/p>\n

The result is irrelevant content<\/a> that doesn’t help buyers meet their goals (and, therefore, doesn’t convert)\u2014a squandering of time, budget, and opportunity.<\/p>\n

So, how do we fix it?<\/p>\n

During this critical content planning period, we need to reflect on how marketing can regain control, reintroduce a focus on purpose, and elevate the narrative\u2014even in the face of challenging economic conditions.<\/p>\n

Purpose-Led Content Marketing<\/h2>\n

If you want increased audience engagement, improved brand awareness and loyalty, and higher conversions, build a blueprint to move from an on-demand production house to content marketing with purpose.<\/p>\n

Encourage your team to stop chasing performance with tactic-based marketing and reflect on the fundamental questions that shape your brand’s identity.<\/p>\n

Existential Purpose <\/strong><\/p>\n