A Recession Content Strategy that Works - Look at Monster.com

Times are tough, and the folks at Monster.com are responding.

I was forwarded this updated career advice section from Monster (thanks @jimkozak) and from the looks of it, they are responding directly to the informational needs of their customers.

Let's take a look at challenges faced by those people looking for or trying to keep their job:

• What jobs will be readily available with the passage of the stimulus bill?
• If I'm downsized, what do I need to do now to protect my career?
• How much am I worth in a downturn?
• How do I protect my job in a tough economy?
• Can I still get a raise in a recession?

Those five questions that employees are struggling with are actually the first five articles on the Monster.com site.

The Payoff: Monster.com positions themselves as a trusted solutions provider for the jobs market. If someone relies on Monster to get information related to their career, do you think they will use Monster.com when the time comes? I say yes.

What can you learn from Monster.com?

• Can you create information specific to your website that focuses on recession-related buying patterns?
• What objections are your sales reps finding because of the economy?  How can you take those questions and turn them into answers on your website?
• What is that one piece of information that your customers cannot live without during tough financial times?  Why can't you create it?
• Can you deliver ongoing, valuable information to your customers and prospects without actively selling your product or service?

If you as a company aren't providing this kind of information in this manor, I can pretty much guarantee you that your competitor probably is. They will become the trusted provider of information relevant to their lives.

It's too risky NOT to publish valuable content marketing information to your customers and prospects. It's a cost of doing business today. Like it or not, you are a publisher. 

What will you publish today?

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Comments

[Karl Foxley]

This is a brilliant post and something that can readily benefit my coaching clients. I'll be certain to send them the link.

Great info (as usual).

Karl

[Joe Pulizzi]

Thanks Karl...glad you enjoyed it.