Content marketing has long been championed as a way for businesses and brands to meaningfully connect with their customers and clients.
Of course, few of us could have guessed just how precious connectivity would become in the era of COVID-19.
As more of us hunker down for self-quarantine and social distancing, a feeling of isolation runs rampant; a lot of us feel estranged from our former lives and routines, and distant from any sense of community.
While businesses and brands can’t create that sense of community out of thin air, they can offer their support, deploying content strategy to help customers and clients feel at least a little bit normal and connected.
This in turn can help companies foster a sense of goodwill and brand loyalty, something that could pay off down the road, once we all have coronavirus in the rearview mirror.
But what are some ways in which content strategy can be implemented even amidst COVID-19’s disruptions?
Content Tips for the Middle of a Pandemic
Here’s what we’d recommend.
Build consistency. More than ever, your audience craves a sense of the familiar. You can create that for them just by being consistent in your content. That doesn’t mean you have to post constantly, but maybe you can develop some kind of routine… for example, a #ThankfulThursday post to highlight some good news, or a regular Monday greeting from one of your employees, just to say hi and provide a sense of cheer.
Promote (and not just your own services). There are a lot of people hurting right now, and a lot of ways in which people can help. Use your content channels to shine a light on charities, non-profits, or other resources that people might find valuable. This is a good and decent thing to do, but it may also have business benefits: You might engender goodwill from your community, and you might help your audience feel connected to you in a sense of common mission.
Communicate what’s different (and what’s the same). Of course, your content and social media channels are a good avenue for you to let people know of any disruptions or changes to your normal services. But you can also use them to let people know what’s the same! There’s certainly nothing wrong with telling your followers that you’re still providing products for delivery, that you can serve them online, etc. Plug your business a little bit and show your audience that there is still some normalcy.