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!

Survey Says: How Owners Are Connecting with Customer Insights

Are you looking to understand what your customers really want? As a small business owner, staying adaptable is key to thriving in a competitive market, and customer surveys are our secret weapon. With just a few strategic questions, you can unlock insights that could reshape your entire business strategy. Whether you’re thinking about refining your products, enhancing customer service, or pivoting your brand, surveys provide a direct line to your audience’s thoughts and needs. Tap into this goldmine of feedback, adapt swiftly, and stay ahead of the curve—all without guessing what’s next.

1. Leverage Feedback for Service Refinement

“At Scenic Vows, customer feedback drives our continuous growth. We conduct surveys a couple of times a year with a few targeted questions to understand our client's evolving needs and buying behaviors. These insights have helped us adjust our services and refine our marketing, ensuring we remain aligned with our client's values. In addition to surveys, we ask for Google reviews, which further highlight strengths and areas for improvement. By leveraging this feedback, we're able to pivot and enhance both client relationships and their overall experience, driving sustainable growth.”

Brian Holstein, Photographer & Business Owner, Scenic Vows

First things first: feedback is your friend. Collecting customer opinions helps you fine-tune your services. Maybe your clients are craving a feature you hadn't considered, or perhaps there's a hiccup you overlooked. Use this intel to make tweaks that enhance user experience.

2. Adapt Based on Client Feedback

“In my experience running a software development company, customer research surveys have been instrumental in refining our services and aligning them with client needs. Our process begins with defining clear objectives for the survey, such as understanding client satisfaction or identifying new service needs. We use tools like SurveyMonkey or Google Forms to create and distribute the surveys, targeting our existing clients through email and follow-up calls to ensure high response rates.

We recently conducted a survey to evaluate the user experience of our mobile app development services. The feedback revealed that clients were seeking more detailed project updates and better communication throughout the development process. In response, we implemented regular progress reports and established more frequent touchpoints with clients. This pivot not only improved client satisfaction but also led to a 15% increase in repeat business. My advice to other small business owners is to continuously seek client feedback and be willing to adapt your approach based on the insights you gain. This proactive approach ensures that your services remain relevant and valuable to your customer base.”

Shehar Yar, CEO, Software House

Don't just collect feedback—act on it! Adapt your strategies based on what your clients are saying. If multiple customers are pointing out the same issue, it's a sign that change is needed. Being flexible keeps you ahead of the game.

3. Pivot Based on Survey Analysis

“I start by defining clear objectives and crafting concise, relevant questions. I use tools like SurveyMonkey to distribute the surveys and collect data. After analyzing the feedback, I identified key areas for improvement, such as enhancing our product features and adjusting our customer service approach. Based on this insight, I pivoted by refining our offerings and implementing new strategies that better aligned with customer needs, leading to increased satisfaction and engagement.”

Bram Louwers, Director, BrainManager

Sometimes, the data might suggest a bigger shift—a pivot. Analyze survey results to spot trends and patterns. If your core offering isn't resonating, it might be time to adjust your business model or target market.

4. Refine Questions for Actionable Data

“Understanding the pulse of our client base has been critical for my brand Amarra's success. Our strategy has been to create detailed customer research surveys focusing on style preferences, shopping habits, and responses towards sustainable fashion.

Our first survey gave us interesting insights, but also made us realize we were asking too broad of questions, making interpretation challenging. We quickly had to pivot—honing our questions to be more specific and center around our product offering. For instance, instead of asking 'What's your favorite style?', we started asking 'Which Amarra dress from our new collection is your favorite, and why?'. This shift offered us more actionable data.

Often, it is a balancing act between understanding the market trend and maintaining your own unique style. We found that our line of sustainable formalwear resonated with our clients incredibly well, as revealed by one of our surveys. This not only affirmed our brand's path forward but also reinforced our commitment to ethical, sustainable fashion.”

Abhi Madan, Co-Founder & Creative Director, Amarra

5. Act on Survey Insights for Growth

“As the founder of a digital marketing agency, I regularly survey our clients to identify how we can better serve them. Early on, surveys revealed that reporting and communication were lacking. We immediately began sending bi-weekly reports detailing key metrics and results. We also scheduled monthly calls to review the reports and address any questions. 

Surveys have guided how we structure our services. For example, several clients requested assistance managing their online reputation. We now offer reputation management and have a dedicated team monitoring reviews and social chatter. Revenue from this service grew over 200% last year.

When a long-term client's growth plateaued, a survey found their ideal customers struggled to find them online. We revamped their SEO strategy, producing content focused on key pain points and optimizing their website. Traffic increased 500% in six months. Revenue soared within a year. 

Putting in the effort to understand customers through surveys and acting on insights, no matter how difficult it has been key to growth. While not always easy, consistently delivering value and adapting to needs builds loyalty and success.”

Magee Clegg, CEO, Cleartail Marketing

Information is only as good as what you do with it. Use the insights gained to drive growth initiatives. Whether it's launching a new product line or improving customer service, let the data guide your decisions.

6. Increase Survey Participation with Incentives

“As a small-business owner, conducting customer research surveys has been a vital part of understanding my clients better. Initially, I started with simple online surveys using tools like Google Forms, asking about customer satisfaction and preferences. However, I quickly realized that the responses were limited. To pivot, I began offering incentives for completing surveys, which significantly increased participation. I also incorporated open-ended questions to gather more qualitative feedback. This shift allowed me to better tailor my products and services to meet customer needs, leading to improved satisfaction and loyalty. Engaging directly with customers through follow-up interviews also provided deeper insights, helping me refine my approach even further.”

Azam Mohamed Nisamdeen, Founder, Convert Chat
Let's be real—people are busy. To boost survey participation, offer incentives like discounts, freebies, or entries into a giveaway. A little motivation goes a long way in gathering valuable feedback.

7. Improve Communication Through Client Surveys

“At Right Lawyers, we conducted a customer research survey to better understand how clients felt about our services, what motivated them to choose us, and what improvements they wanted to see. Our goal was to gather actionable insights that would help us fine-tune our offerings and improve the overall client experience.

The process began by developing a short, focused survey using a tool like SurveyMonkey. We included questions about their overall satisfaction with our services, the clarity of our communication, the ease of working with our team, and how they found us (Google search, referrals, etc.). We also included open-ended questions to allow clients to express any specific concerns or suggestions for improvement. To encourage participation, we sent the survey to clients after their case was closed and offered an incentive—a discount on a future legal consultation or a small gift card for their time.

Once we gathered the responses, we analyzed the data and noticed some recurring themes. While clients were generally satisfied with our legal services, there was consistent feedback about wanting more frequent updates during the legal process. Clients mentioned feeling anxious during long periods of silence, even though we were actively working on their case. This feedback was eye-opening and led us to pivot how we communicated with clients. We implemented a system where clients received regular updates, even if there were no major developments, just to reassure them that progress was being made.

This change had a significant positive impact. We saw an increase in client satisfaction and even received feedback from new clients saying they appreciated the transparency and consistent communication. The surveys helped us realize that even though we were handling cases effectively, we needed to adjust how we communicated to better serve our clients' emotional needs during what is often a stressful time in their lives.

The experience taught us that regular customer research is invaluable, as it allows you to adapt and pivot based on real feedback, ultimately leading to better service and stronger client relationships.”

Rock Rocheleau, Founder & Attorney, Right Lawyers

Surveys aren't just for collecting data; they're also a communication tool. They show your customers that you care about their opinions, strengthening your relationship and building loyalty.

8. Enhance Offerings with Customer Input

“In my flower shop, customer research surveys have been incredibly valuable. I started by sending out surveys via email to customers after their purchases. The surveys were simple, asking questions about their experience, satisfaction with our products, and any suggestions for improvement. I kept the surveys short to ensure high response rates and to respect customers' time.

One particular instance stands out: many customers expressed a desire for more personalized options in their floral arrangements. Initially, we only offered pre-designed bouquets, but the feedback made it clear that customers wanted more customization. In response, we introduced a bespoke bouquet service where customers could select their own flowers and designs. This change was well-received, leading to increased customer satisfaction and repeat business.

By actively listening to our customers and adapting based on their feedback, we were able to enhance our offerings and better meet their needs. The surveys not only helped us understand our customers better but also provided actionable insights that drove meaningful improvements in our service.”

Sophie Marasco, Founder, Thanks A Bunch Florist

Your customers are the end-users of your products or services, so who better to help you improve them? Use their input to enhance your offerings, making them more appealing and effective.

9. Drive Change with Targeted Customer Surveys

“As an SEO agency president, customer research surveys have been pivotal in my business. I start by identifying the objective, be it improving a service, gauging customer satisfaction, or understanding website user experience. After designing a clear, concise questionnaire, distribution is targeted—using email lists, social media platforms, and website pop-ups. Attention is given to timing and frequency to avoid overwhelming or annoying respondents. Moreover, incentives, like a discount or resource access, can significantly elevate response rates.

One memorable case included our efforts to provide better SEO services. Surveys indicated clients were asking for more transparent progress tracking. Recognizing a crucial opportunity, we rapidly integrated a personalized client dashboard into our service offering, enabling 24/7 keyword ranking and website traffic checkups. This pivot not only satisfied those requests but also set us apart in the market, acting as a testament to our commitment to client needs. Such experiences underline the powerful role of customer surveys in driving actionable change in a business context.”

Jim Kreinbrink, CEO, Hyper Dog Media

10. Respond to Customer Needs with Product Tweaks

“As the owner of Batana Babe, a business in the beauty industry, customer research surveys have been instrumental in shaping our offerings and understanding our clients' needs. At the outset, our surveys primarily focus on product satisfaction, specifically relating to our headline product, Batana Oil. We ask open-ended questions to invite candid feedback rather than leading or influencing the responses.

For example, we once had survey results showing that customers were keen on improving their skincare regimen but were unsure about how to incorporate Batana Oil into their routine. This led us to create blog posts and tutorial videos on how to effectively use the oil for various skin types, significantly boosting our customers’ product knowledge and overall satisfaction. On another occasion, consistent feedback about the difficulty in dispensing the oil led us to redesign our bottle to have a better flow restrictor. These may seem like minor changes, but they significantly bolstered our relationship with our customers, displaying our commitment to their needs and feedback. Surveys at Batana Babe aren't just about data collection—they are an adventure into the hearts and minds of our family of customers.”

Ashley Smith, Owner, Batana Babe

11. Tailor Surveys to Customer Pain Points

“When I first started doing customer research surveys for my small business, I kept it pretty simple—mainly using Google Forms to ask basic questions about customer satisfaction and product preferences. But I quickly realized that just sending out a generic survey wasn’t enough. I wasn’t getting the depth of feedback I needed to make real improvements, so I had to pivot in my approach.

The biggest change I made was tailoring the surveys to focus more on specific customer pain points and how our services or products were (or weren’t) addressing them. Instead of broad questions like, “How satisfied are you with our service?” I asked more targeted ones, like “What specific features would make this product better for you?” or “What problem did you have before using our service, and how well has it been solved?” That shift helped me gather more actionable insights. I also started segmenting my customers by demographics and purchase behavior, sending slightly different surveys to different groups so I could get clearer feedback based on their experiences.

One time, the feedback was a real eye-opener. Our clients were telling us they needed more flexible payment options, and many were hesitant to buy because of the rigid structure we had in place. Based on that, we adjusted our payment plans and started offering monthly installments, which had a noticeable impact on sales. Pivoting based on those survey results really helped us better meet our customer's needs and build stronger loyalty.”

Tanya Lamont, CEO, Conversational

Identify common pain points among your customers and design surveys around them. This not only shows that you're attentive but also helps you gather focused insights to solve real problems.

12. Align Services with Customer Expectations

“At Jason's Water Systems, we conduct annual customer research surveys to ensure we're closely aligned with our customers' needs and expectations. Our process begins with designing detailed surveys that assess various aspects of our service, from product quality to customer support. These surveys are distributed through email, social media, and direct mail to ensure broad participation.

We meticulously analyze the feedback to pinpoint prevalent themes and areas needing attention. This analysis helps us understand overall customer sentiment and specific issues that may impact satisfaction. Based on this data, we develop targeted action plans to address the feedback effectively.

One pivotal change we made involved enhancing our installation process. Customers requested more flexible scheduling and clearer communication throughout the installation phase. In response, we updated our scheduling system, improved our communication protocols, and provided additional training for our technicians.

These improvements were communicated back to our customers, closing the feedback loop and reinforcing our commitment to their satisfaction. This approach helps us build trust and fosters a loyal customer base. Our dedication to listening and adapting to customer feedback has consistently resulted in higher satisfaction rates, particularly regarding our installation services.”

Emily Watkins, Operations Manager, Jason's Water System

At the end of the day, your business should meet or exceed customer expectations. Use survey feedback to ensure your services are aligned with what your customers want and need.

Now you’ve got a full toolkit for using customer surveys to boost your business. But let’s make it practical: start by creating a short survey with questions that dig deep into your customers’ needs, pain points, and preferences. Offer an incentive to encourage responses, then set aside time each month to review the insights you’ve gathered. As you refine your approach, test out small changes based on the feedback, and monitor your results. Before you know it, you’ll have built a cycle of continuous improvement—making your business more resilient and responsive than ever.

And remember, we’ve got you covered to keep you ahead of the game. Bookmark us for more actionable advice on making data-driven decisions that drive growth. Let’s keep learning and growing together!