Technology innovators and startups in the B2B space can make or break their strategy using thought leadership, but the coronavirus crisis is creating deep challenges for getting thought leadership out there.
Conferences and events are canceled, inboxes are swamped with coronavirus messages, and people are just generally frazzled and distracted. This is especially challenging in fintech.
In the pre-coronavirus world, fintechs were able to get their message out by attending networking events, industry get-togethers, conferences, and the like.
In the new world, fintechs have few opportunities to show who they are or why their innovations would appeal to investors. Similarly, later-stage companies have few opportunities to attract new clients to demonstrate the viability of their product or service offering.
The fintechs that emerge from the coronavirus crisis with good investor and market traction will be those that focus on thought leadership and finding ways to get their message out in digital channels. Whitepapers, videos, webinars, podcasts, and other digital means to communicate and engage will help startups remain visible now, and leapfrog those who went into quiet mode.
Rest assured. There are ways to communicate with both effectiveness and empathy – to prospects, existing clients, employees, and many other stakeholders.
But be aware that there are also many pitfalls if your messages are truly off-key. This situation raises the bar for content writers to do what they always (should) do best.
First, be helpful. Don’t jump on the crisis opportunistically unless you have something to say that truly benefits your reader in the current situation.
Second, be graceful. Express true and meaningful empathy, keeping in mind that everyone is anxious, and that many in your audience might be coping with personal loss.
Third, be respectful. Your audience is receiving dozens of coronavirus-related messages a day from vendors, suppliers, news outlets, and more. Their attention is divided with many other writers trying to reach them.
In short, adopt a strategy focused on clarity, coherence, and compassion. These are needed now more than ever.
