It’s not business as usual for most of the world at the moment. So content creation should definitely not be business as usual. That’s in terms of what the content is about, not how often you’re creating it! You’ve probably been feeling that posting the same kind of content as usual doesn’t quite feel right. And your instinct didn’t lead you astray.
Here are a few tips to help you decide on what kind of content to create and post during the coronavirus crisis.
Don’t go silent
One thing that has not changed is that consistency remains key. Your audience (on social media, your newsletter list, people who visit your website) still need to be engaged for all the same reasons as before. People might not buy from you now (depending what you sell, they might well do though) but it’s an opportunity to keep building relationships with your audience. Don’t drop the ball. I know it’s hard when the results might only come in months but it’ll pay off in the end.
Don’t ignore the crisis
It can be tempting to think that you don’t want to talk about it because that’s what everyone talks about all the time.And it is, right?! This is exactly how I felt at the beginning. But the fact that everyone is talking about it shows that it’s what people are interested in at the moment. Remember, one most important attribute of content is RELEVANCE. So when everyone is thinking of the virus, talking about something else is probably not relevant at all. If you’re thinking that talking about the virus in your marketing is capitalising on a dreadful pandemic, take this thought out of your head. Talking about a topic relevant to everyone is in no way taking advantage.
Keep being you
Choosing the kind of content you’ll post will mainly have to do with who you are as a brand. If your brand is reassuring and friendly, going for encouraging quotes will feel right. If you’re more of a tongue-in-cheek brand, some well chosen jokes could go down well. The coronavirus pandemic is a serious subject and it’s created a lot of worries and anxiousness for many, but not all of your content needs to reflect a negative aspect. There’s plenty of good news, heartwarming stories and funny jokes.
As long as you keep creating and posting content, create content that’s relevant to what’s happening to people at the moment and stick to your brand identity, you’ll be moving your brand in the right direction.
Next week, I’ll be posting 10 ideas of content you can post right now, during the crisis.