{"id":41793,"date":"2020-09-11T08:00:53","date_gmt":"2020-09-11T15:00:53","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/content-strategies-temporary-vs-permanent\/"},"modified":"2025-06-12T14:47:34","modified_gmt":"2025-06-12T21:47:34","slug":"content-strategies-temporary-vs-permanent","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/content-strategies-temporary-vs-permanent\/","title":{"rendered":"Temporary vs. Permanent Content Strategies: 5 Ways to Determine Which"},"content":{"rendered":"

How is your rollercoaster of 2020 going? All industries have been holding on tight, preparing for the next topsy-turvy turn and bracing for impact. Though the pandemic state in March and early April saw a significant dip in internet traffic, now, the pace is picking up again and \u2014 dare we say it \u2014 returning to pre-pandemic numbers.<\/p>\n

Since marketers are tasked with advising their clients about current trends, it\u2019s time to update\u00a0your strategy and approach. During this strange, unpredictable season, the first step is determining which\u00a0content shifts were temporary and reactive<\/a>\u00a0\u2014 and which ones might be permanent. (Or at least, for the foreseeable future.)<\/p>\n

Believe it or not, we will soon be thinking about planning for 2021, as we inch closer to the last quarter of the year. To set our clients (and thus, our business) up for success, dig deep into what\u2019s working, what\u2019s not, what needs to be updated and what may be here to stay. Here, leading marketing executives offer perspective.<\/p>\n

\"Temporary<\/p>\n

1. Look at technology as a guide.<\/h2>\n

To gauge the staying power of your marketing plan,\u00a0Jennifer Barcelos<\/strong>, the co-founder of\u00a0Namastream<\/a>\u00a0recommends looking to the tech tools associated within your client\u2019s industry as a guide. \u201cTechnology is the currency of power, and innovation is a catalyst for change,\u201d she continues. \u201cWhere there is the technology in place to meet a temporary demand, there’s a higher likelihood that the shift will remain permanent.\u201d<\/p>\n

As a solid example, consider Zoom. Before COVID-19 spiraled through the world, it was still an emerging company. Within a matter of weeks, they were seeing a major uptick in new customers across all industries. In fact, their growth prompted Google to offer Google Meet to all users, regardless of whether they were businesses. Naturally, they adjusted their content marketing plan to focus on the ease of working from home, the ability to stay connected to colleagues in the same city, and so on.<\/p>\n

Even after offices re-open again, Zoom will still be around, so their content approach still works, making it permanent. The phenomenon will likely grow, since many of the tech giants \u2014 like Facebook, Twitter, and so on \u2014 are adapting their policies to include the option to never return to the cubicle.<\/p>\n

2. Determine if the shift brings more problems than solutions.<\/h2>\n

Part of the reason contractors are attractive hires for companies is their expertise, sans the cost of full-time employees, which often require benefits, paid vacation, and so on. When you were brought on during the pandemic, you were likely asked to make moves that made a difference in their numbers. Some of that, maybe, was uncomfortable, and the messaging didn\u2019t sit perfectly with their brand. It\u2019s time to figure out if the shifts caused more problems than solutions by asking these questions:<\/p>\n