9 Proven Content Creator Strategies to Thrive in a Recession
Feeling the pinch of a shaky economy? You’re not alone. As marketing budgets shrink, content creators everywhere are hunting for fresh ways to stay relevant. That’s where top CEOs and founders come in with next-level strategies.
This article kicks off by exploring how educational content can draw in clients and wraps up with tips on diversifying your revenue streams. Read on for nine expert insights to help you stand strong—even during a recession.
1. Create Educational Content to Attract Clients
If you want an audience that trusts you, start by teaching them something valuable. Whether it’s sharing how-to guides, insider tips, or step-by-step tutorials, educational content positions you as a go-to expert. Think of it like creating a free mini-course that leaves people thinking, “I need more of this!” That trust and authority can naturally turn casual viewers into paying customers.
“In a recession, I've found that creating educational content can pivot a creator's value proposition when brands cut marketing budgets. My experience has shown that sharing insights on A/B testing or Google Ad management not only demonstrates expertise but also attracts organic audience growth. For instance, our blog on Facebook brand awareness strategies has proven to be a valuable lead generator, attracting clients interested in actionable insights without direct ad spending.
Another strategy is focusing on conversion rate optimization (CRO). During lean times, helping businesses maximize the value of existing traffic can significantly offset reduced budgets. We've implemented custom CRO reports, which allowed clients to boost their conversion rates by employing data-driven decisions on landing page designs. This not only saved costs but ensured clients spent efficiently, fostering strong partnerships even when budgets were tight.”
Luke Heinecke, CEO, Linear
2. Offer Done-With-You Service Packages
Sometimes people don’t just want a service done for them—they want to be involved in the process. Done-with-you packages let you guide them step by step, providing real-time input and feedback. This hands-on approach not only builds stronger relationships but also increases the perceived value of your service.
“From managing my web development agency through market fluctuations, I've discovered an unconventional but effective pivot strategy: creating done-with-you service packages.
When marketing budgets tightened, we introduced collaborative content creation workshops where we guided clients through the process rather than doing everything for them. For example, instead of just delivering a complete website content package, we now offer training sessions where we help clients develop their own content using our proven frameworks.
This approach has been remarkably successful. Companies who can't afford full service still get expert guidance, while we maintain revenue through a more scalable model. One client saved 40% on their website content costs while learning skills they could apply to future projects.
The key is turning economic constraints into opportunities for client empowerment. By teaching rather than just doing, we've built stronger relationships and created a new revenue stream that actually grows during budget-conscious periods.”
Harmanjit Singh, Founder and CEO, Origin Web Studios
3. Capitalize on Video Content
Video is insanely powerful for storytelling and building personal connections. Short-form videos on platforms like TikTok, Instagram Reels, or YouTube Shorts grab attention fast. Longer, in-depth videos can also showcase expertise and keep people hooked. Tailor your video strategy to your audience’s habits and watch your engagement soar.
“During economic downturns, I've found that capitalizing on content creation, particularly video content, can be a unique pivot. Video consumption is increasing exponentially, with platforms like TikTok and YouTube seeing massive engagement. One client I worked with, an eco-friendly product brand, shifted focus to creating engaging product demonstrations and tutorials, boosting their organic traffic by 40%.
Another strategy I've seen work is leveraging organic social media engagement. By cultivating a strong community and encouraging user-generated content, brands can maintain visibility even with reduced ad spending. I remember a client in the lifestyle niche who encouraged their followers to share personal stories related to their products. This not only strengthened community ties but also increased brand mentions by 50%, all without additional costs.
In both cases, reframing existing resources—be it through engaging videos or community building on social media—proved vital for sustaining brand visibility without demanding increased spending.
Chase Chappell, Founder, Sirge”
4. Leverage Organic SEO
You don’t have to pay for every click—organic SEO can be your secret weapon. Focus on smart keyword selection and high-quality, user-friendly content. Over time, your articles and videos will rank higher on search engines, driving consistent, long-term traffic without blowing your budget on ads.
“Content creators can leverage organic SEO as a cost-effective strategy. I've seen significant success in helping businesses optimize their existing content to rank higher on search engines without extra ad spend. For example, optimizing product descriptions and blog posts with relevant keywords helped increase a client's organic traffic by 70% during a slow economic period.
Another approach is to offer value-driven content that addresses current challenges your audience faces. With our clients, we've created custom educational webinars on pressing topics relevant to their industries. These not only maintain audience engagement but also build authority and trust. A client in the dental sector, for example, leveraged online seminars to maintain customer interest, leading to a 40% retention increase despite reduced marketing budgets.
Being adaptable by repurposing and improving what you already have ensures continued relevance without the need for sizable investments. By reflecting on data-driven insights from existing campaigns, creators can craft compelling content that aligns with shifting market needs, as I've witnessed through several successful projects.”
Roman Randall, Founder & CEO, Summit Digital Marketing
5. Embrace the De-Influencing Trend
Audiences are tired of pushy sales tactics. The “de-influencing” movement is all about honest feedback, transparency, and showing your audience what’s truly worth their time (and money). By focusing on authenticity, you’ll build trust, spark genuine conversations, and nurture a loyal following.
“One unconventional route that content creators can take to pivot during a recession is to embrace the "de-influencing" trend. This approach involves shifting the focus from promoting high-end products to advocating for more affordable or practical alternatives. As consumers become more budget-conscious, content creators can resonate with their audience by highlighting cost-effective solutions and encouraging mindful consumption.
For example, instead of showcasing luxury items, creators can produce content that reviews budget-friendly products or shares DIY hacks. This not only aligns with the current economic climate but also builds trust and authenticity with followers who appreciate relatable and realistic recommendations.
Additionally, creators can leverage platforms like TikTok and Instagram to share deal-hunting tips or highlight local businesses offering discounts. This strategy not only provides value to their audience but also fosters community engagement, which can lead to increased follower loyalty and organic growth.
By pivoting towards de-influencing, content creators can adapt to changing consumer behaviors while maintaining relevance and connection with their audience during challenging economic times. This approach not only helps sustain their brand but also positions them as trusted voices in a landscape that increasingly values practicality over extravagance.”
Sheraz Ali, Founder & CEO, HARO Links Builder
6. Leverage the Power of Partnerships
Two heads—or more—are often better than one. Collaborate with complementary brands, influencers, or peers to tap into each other’s audiences. Joint webinars, co-created products, or shared mailing lists can double your reach and credibility, making it a win-win strategy for everyone involved.
“When brands cut back on marketing, content creators can shift with the power of partnerships. We've seen success partnering with companies that offer complementary services. For example, a tech startup partnered with a well-established software firm, resulting in a reciprocal referral program. This strategy allowed both companies to tap into each other's customer base, increasing exposure and generating leads without additional marketing expenses.
Another unconventional approach is focusing on building social proof. With the surge in online media consumption, gathering reviews and testimonials can significantly boost credibility. During a campaign, one of our clients saw a 92% increase in purchase likelihood after actively seeking and displaying customer reviews. Creators can replicate this by encouraging satisfied clients to share their experiences, thus enhancing trust and attracting cautious buyers even when budgets are tight.
Experimentation is also key. Trying new platforms like TikTok or podcasts can uncover untapped audiences. We once ran a campaign using TikTok ads for a B2B client, which, surprisingly, resulted in a 40% increase in lead generation from a younger demographic. This shows that unconventional platforms can sometimes offer unexpected value, providing a fresh avenue for creators to explore during challenging economic times.”
Bill Murphy, Founder & Chief Marketing Strategist, Colony Spark
7. Build Deeper, Personal Connections
Remember, people follow people—not just brands. Engage directly with your audience through Q&A sessions, personalized newsletters, or social media interactions. Show your human side, share stories, and respond thoughtfully to comments. When your followers feel seen and heard, they’re more likely to stick around.
“A route content creators can take during a recession is to focus on building deeper, more personal connections with their audience. Instead of relying solely on brand deals, creators can pivot by offering exclusive content or memberships directly to their followers. For example, setting up a Patreon or a similar platform where fans can support you in exchange for behind-the-scenes content or personalized interactions. This not only creates a steady income stream but also strengthens the relationship with your audience, making them more loyal. When brands are cutting back, relying on a strong, engaged community can help content creators stay afloat.”
Adnan Jiwani, Assistant Manager Digital Marketing, PureVPN
8. Turn Product Manuals into Helpful Guides
Product manuals don’t have to be dull. Transform them into helpful guides or tutorials that anyone can follow. Adding a friendly tone, visuals, and quick tips can turn a boring manual into a share-worthy resource. This not only boosts customer satisfaction but also positions you as a brand that truly cares.
“During a recession, I helped a brand take their old product manuals and turn them into helpful guides and live Q&A sessions that answered real customer questions. By focusing on what their audience needed most, we kept their engagement high and showed how smart ideas can make a big impact even with limited budgets.”
Dinesh Agarwal, Founder, CEO, RecurPost
9. Diversify Your Income Streams
Relying on just one revenue source is risky, especially during economic slumps. Think about adding affiliate marketing, online courses, or subscription-based services to your portfolio. A diversified income strategy stabilizes your earnings and frees you to explore new growth opportunities.
“When recessions hit, content creators know that their budgets are usually the first to go, which is why diversifying your income streams is so important. Besides the classic income streams of ad revenue, affiliate links, and paid products such as workshops or e-books, one way to make money is to leverage your audience.
Taking at least part of your audience to a place where they will pay for exclusive content, such as Patreon or Substack, gives you an income stream that is less dependent on the marketing budgets of brands and more dependent on your own work.”
Dan Brown, CEO & Founder, Textun
Navigating a recession might feel intimidating, but remember: that adversity often sparks creativity and growth.
Wondering where to begin with these strategies? Start small and build momentum by focusing on the tactics that resonate most with your audience. Worried about the costs of new tools or services? Look for affordable alternatives or free trials, and never underestimate the power of organic SEO to drive traffic. Feeling uncertain about results? Keep in mind that growth is a long game; consistency, authenticity, and patience will pay off. Unsure which platforms are best for your brand? Experiment, measure engagement, and double down on the channels where you see the most genuine interaction.
By diversifying your income streams, forging deeper connections, and creating educational content, you’ll stay ahead of the curve—even in challenging times. The key is to remain flexible, embrace innovation, and keep delivering real value to your followers. You’ve got this!