Someone asked me yesterday whether I thought that a looming recession would make premium content seem like a costly, expendable luxury. Not at all.
Companies that make strategic cuts to costs without slashing away at muscle are in the best position to outperform competitors. Research from Bain & Company found that companies investing during the last recession grew at a 17% compound annual growth rate (CAGR), compared with 0% among those that underinvested. And they continued to outperform as the economy improved.
- Remember that your customers/clients are in search of insights to help them adjust to downturn conditions.
- Get out in front of client needs with substantive thought leadership.
- Create warmer prospects by influencing their understanding of current conditions.
- Sustain sales conversations at lower cost—especially when many of your competitors are retreating from marketing.
Short answer: it’s no time to go silent while waiting for things to improve.