Keep Calm and Market On: 10 Reasons Content Marketing Matters in a Weird Economy

Maybe it’s something in the water.

By many measures, the US economy is doing well. Since recovering from the pandemic shock, unemployment has stayed low. In September 2024, the economy added more than 250,000 jobs. Compared to a year ago today, the Dow Jones is up over 27 percent. Inflation has slowed for more than six months and seems to be stabilized at pre-pandemic levels.

Yet, many B2B companies are worried. Their customers aren’t committing to long-term deals. Their costs are rising, but their marketplace has become more sensitive to price increases. Sharks are in the water looking for acquisition opportunities and disrupting the competitive landscape.

One management consultant I know says all of his clients are spooked. “They don’t know what’s going on. Everyone is reaching for answers,” he says.

Been there. Done that.

At Red Mallard we’ve seen this before. We have the lumps to prove it.

Many businesses facing uncertainty instinctively cut back on marketing. Some of those cuts may be justified. If the pool of potential buyers is drying up, high-spend campaigns may not generate sufficient returns.

But content marketing offers much more than glitzy (and sometimes expensive) websites and video productions. In fact, the core of content marketing is quite humble, affordable, and indispensable for any business that plans to stay around for a while.

Stay the course.

Here are 10 reasons why it is important to sustain a consistent content marketing strategy through a droopy economy:

1. Build trust and authority. When buyers are more cautious, they prefer suppliers they perceive to be highly competent and committed to customer success. Quality content reassures prospects that they are dealing with an expert who isn’t hesitant to help. 
2. Nurture long-term relationships. Content marketing helps businesses stay top of mind by offering consistent value to their audience. Even if decision-making cycles slow down, educational or insightful content can keep potential clients engaged, ensuring they are ready to convert when the economy improves​.
3. Maintain brand visibility. Reduced competition during a downturn often presents an opportunity. Many businesses cut marketing budgets, but those that continue to invest can stand out more easily, leading to greater visibility and brand recall​​.
4. Express confidence and reliability. Neglecting content is like letting your storefront become dirty and disheveled. No one wants to buy from a business that looks like it’s in trouble.
5. Align with today’s buyer behaviors. An uncertain buyer will take more time to research options. Today’s buyers are increasingly likely to rely on the internet to make decisions—even in industries that historically have relied on reputation alone to drive growth.
6. Cost-effective lead generation. A consistent presence on social media and regular publications to your website make your brand easier to find. 
7. Find the buyers where they are. To make a leaner budget go further, leverage commercial databases to identify specific prospective buyers. Highly targeted and personalized communications are more than just marketing. They are a direct contact with a potential customer. 
8. Take advantage of the lull to build long-term marketing assets. Time is the biggest barrier to crafting high-value content, like authoritative white papers covering key topics for your industry. If the in-house experts have an extra hour or two available during the week, ask them to contribute ideas to durable content pieces that can underpin sales growth for years.
9. Bolster employee morale. The internal audience becomes even more important in uncertain times. Use the season to spotlight your talent. It’s a low-cost way to show appreciation and build loyalty.
10. Be ready for the upswing. All of the ideas in this article lead us here. Companies with an established marketing rhythm will be poised to catch the wave when the buyers return—and they always do.

We’re in this with you.

Red Mallard’s nimble, lean approach to content marketing helps us stay in sync with our clients, even as their businesses pass through the highs and lows of economic cycles. We’ll adapt with you so your brand stays strong.

Connect with Red Mallard today to get started.