It’s a strange time. Companies that are obliged to lock the door, employees who are obliged to work from home, and problems that continue to accumulate. Also in online marketing, many agencies are still in action, from home still working hard. Because this crisis requires adjustments, I write this blog about content marketing in times of COVID-19.
What does this time require?
It has become quite clear in recent weeks that the Coronavirus (COVID-19) is deeply affected, both on a personal and business level. Several companies have seen their turnover drop considerably, as they are obliged to close the doors and are no longer able to import or export due to border control.
Despite the fact that the physical stores are almost all closed, ‘online’ can still offer a solution for companies. You can see that many restaurants have started a delivery service. The creativity of the entrepreneurs is therefore tested. Since we are dealing with a large group of ‘sensitive people’ in the USA who have gotten on their toes quite quickly, it is important to also a responsible way to act out through content marketing.
These tough times call for creativity, empathy, helpfulness, but above all positivity. Spoiler alert: making money quickly over the back of the Coronavirus does not work.
How do you not use your marketing?
There are several great examples of how not to do it. The deep-rooted starting position ‘shit on everything’ has delivered a lot for the companies, but it is currently killing it. The in their eyes playful action with the mouth masks generated a lot of comments from society.
In addition, it is suggested that the marketing company earn a good amount of money by selling printed T-shirts. Rumah does transfer part of the proceeds to the Red Cross. At least, a relatively small part. There is certainly no lack of creativity, but in the area of empathy, there is still a bit to be done with the setup action. The content need of the consumer is just a little bit different nowadays.
This brings us through a nice bridge to the first point: do not abuse the crisis to earn money quickly, such as with the sale of mouth masks. Scarce products are offered for too high a price, after which even Google halted this sale. This may turn out to be positive in the short term, but in the long term, the consumer will not thank you for this. Also, don’t utter misplaced cries like ‘50% corona discount now’.
It is important to set the tone in your content marketing a little more tactfully. People need empathy. Moreover, the concerns of many people are very great. Will I still have a job in two months? Can I pay the rent? So bragging content about your business is not a good idea. Empathize with the people who are struggling, so that you build a lasting relationship with the (potential) customer. Always think twice before posting anything online. You may not mean it offensive, but the reader can take it as boastful.
Bring positivity, but don’t be naive
Positivity ensures that we don’t lose heart. Keeping smiling is important, but don’t let the laughter come across as naive. Do not be afraid to be vulnerable as a company. In fact, this personal side ensures that more people feel connected to your company.
A good example is Google. In between the search results, Google links to reliable information regarding the Coronavirus. In this way, Google shows its human side and in this way ensures a connection with the visitors of the website.
Let us know how your company can help
Offering help is what everyone appreciates. But how do you do that in the field of content marketing with your company? Bring out the unique value of your products if it can help people get through this difficult time. Or show on LinkedIn that not much has changed for the customer. Do your products have no direct influence on the situation? No problem! Then make sure that your content contains one of the following aspects:
- Inspire people
- Provide education
- Amuse the readers
Our own struggle today
In the context of vulnerable drafting, biz tech age is not afraid to admit that we also struggle with the content that can and cannot be brought out. Nevertheless, we try to remain active and to inspire or, in this case, inform (potential) customers. Staying visible is key, even if only to maintain a sustainable relationship with your customers.
A cat in the corner makes strange jumps, but we just continue where we left off. Even in this uncertain time. This also applies directly to SEO. When we say that companies should keep going, we run the risk of being seen as ‘preaching for their own parish’, but then again, if you stop SEO as a company, you run the risk of getting caught up in Google by the competition. The question is whether this can be straightened out after the crisis and whether you have not only prolonged the crisis for yourself. Stay active, keep updating, keep the competition at bay!
Why don’t I just put my marketing ‘on hold’?
It is of course very tempting to shoot completely in the defensive attitude and leave the marketing behind for a while. You think this crisis is already costing me enough money. However, I recommend not to sit back, but to anticipate the future. One day this misery will also pass us by. It is important to have things in order at that time.
Warren Buffett once said, “Be fearful when others are greedy and be greedy when others are fearful.” The competition in the near future will be less active are. So it’s time to grab a head start! Note: large investments in marketing are only advisable if the ROI is maximized. So make sure that the investment yields a return. Especially now.
Keep these handles in mind when bringing out content. We are sensitive, but above all let positivity prevail. Stay safe!