Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

People are craving trustworthy content, New York Times subscriber numbers show

People are craving trustworthy content, New York Times subscriber numbers show Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

May 11th, 2020 min read

Today, as I scrolled through my Instagram feed, I realized it’s been nine weeks since I last sat down and enjoyed a meal in a restaurant. Nine weeks.

With COVID-19 (coronavirus) taking grip of the world and social distancing in place, the global economy has taken a dramatic hit. The restaurant industry, in particular, however, has seen some of the most devastating effects, as many restaurant owners say the COVID-19 stimulus packages passed by Congress thus far do not work for them.

Fortunately, not all industries are seeing the same dip in business due to the pandemic.

Recent data from Google shows an increase in searches for outdoor recreation equipment and activities in the U.S. and tools, and services like Blue Apron and ZOOM are more popular than ever. 

One organization that has seen growth that may surprise you is The New York Times.

While ad revenue plummeted by 15% (likely due to brands tightening their wallets under global conditions), the iconic publisher hit 6 million paid subscribers in Q1, 587,000 new digital subscribers coming from that quarter alone. 

According to Poynter, 468,000 went to the news product, while the remaining 119,000 subscribed to other digital products such as crosswords, games, and cooking.

Why should digital sales and marketing pros care about this data? Because these numbers tell a larger story about what our audiences are looking for.

First and foremost, people want content

Whether it be because they are looking for an at-home pastime or simply want to stay informed on the pandemic, consumers are craving content — and as the Times’ subscriber numbers show, they’re willing to pay for it. 

People are spending more time online and on social media and consuming media of all forms.

Your business should be vying for this attention.

🔎 Related: 3 ways SMBs are growing during coronavirus (COVID-19)

No, you may not be The New York Times, but as coronavirus keeps people apart, content (and the sharing of it) has become a life raft for maintaining relationships with businesses and loved ones alike.

They want to hear from you and know what you are thinking during this time. 

In fact, a study by MWWPR found that 84% of consumers feel the way brands respond to COVID-19 is impacting their perception of the brand overall. 

So, don’t go dark. Keep creating content and the content people need right now. 

Even if your particular product or service is not a top concern at this time, you likely have value you can provide your audience through articles, videos, podcasts, or even your social media. 

🔎 Related: What should your content strategy be in a post-coronavirus world?

Pause and reflect on how the pandemic has affected your offering or industry as a whole. What do consumers need to know? What’s changing for them? 

Or how can you offer some sort of respite? Lending a helping hand, sharing entertainment, or creating a sense of community through your content is even more appreciated than purchase-oriented pieces at this time. 

Any of these content efforts will help you stay top-of-mind with your audience and show you care. 

Consumers will buy from brands they trust

Many argue that part of the reason The New York Times’ numbers are surging right now is because it is a reputable, trustworthy source.

With so much information about the pandemic circulating, it’s difficult to separate fact from fiction and The New York Times is dedicated to delivering the truth. 

They even released an ad reiterating this last week: 

It is because of this longstanding reputation and tradition that people are likely willing to pay for subscriptions. 

As we preach here at IMPACT, every organization is in the business of building trust. 

Consumers need to trust that you are being honest with them and have their best interests in mind in order to buy from you. 

They need to feel confident that you will deliver on your promises and you’re not just trying to trick them out of their money.

The New York Times has built that trust with its audience. 

It has built it by delivering facts and high-quality content for nearly 170 years and they are seeing the return of it during what are difficult times for many other organizations. 

Tomorrow’s return

If marketers can take anything away from this situation it’s the lesson that you should not only be creating content (especially during this pandemic), but creating content that your audience can trust; content that offers them facts real value when they need it most, even if it is just a smile.

Even if your audience is not ready to buy today, this support will be remembered when they are ready to return tomorrow.  

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE