Adapting Your Content Strategy without Appearing Insensitive

While no one really wants to think about spending on something like marketing during a pandemic, the hesitation could be holding you back. If people aren’t able to go to work, they are going to be spending more time online. This is a prime opportunity to increase your brand visibility and improve your sense of authority in the industry. Bear in mind that this global health crisis is not one that should be taken lightly, but in a world where business needs to keep going, you have to go with the flow.

Right now, the flow is trending toward beefing up content and improving online visibility for a number of companies. This issue is so widespread and impactful that it can truly be relevant to almost any industry. Of course, most of your success in this effort will be in how you execute the strategy and ensure that you provide useful, tactful content without appearing to be “cashing in” on a global crisis.

The biggest tip? Don’t exploit the pandemic or continue to induce fear. Use your content smartly and strategically to help people, but also increase your visibility and brand authority. Keep reading for more helpful tips and insight.

Can You Provide Relevant Content?

You can always add content and increase your marketing efforts, but some businesses are looking specifically to get into the discussion surrounding COVID-19 and the coronavirus pandemic. They want to find a way to offer support or information to their audience in a way that relates to their industry. This is a noble intention and one that is not going unnoticed.

Unfortunately, in a sea of misinformation and an overabundance of brands and companies trying to make a statement using this “trending” topic. However, there are plenty of tactful, respectable ways to go about offering quality content and taking advantage of this buzz in online activity to gear up your marketing and get more visibility. First and foremost, make sure that whatever you have to offer is relevant.

What Others are Doing

If you aren’t a health or government site, or another business that is directly impacted by the effects of, or responsible for work related to, the coronavirus outbreak, you might not even know what you can do with this topic. Not only that, but you may be struggling to figure out how to do it with professionalism and tact, and make sure that you do not appear to be capitalizing on the global misfortune. Take notes from others out there. Put yourself in the shoes of your audience. Find their pain points and provide relevant, useful information related to COVID-19 that delivers a solution for them.

Case in Point

Recently, here at Words You Want, we took it upon ourselves to create not only this article but another article on tips for working from home. Doing this allowed us to utilize the relevance of the coronavirus outbreak and provide answers and resources for those who may be new to remote work but forced into it due to office closures and state lockdowns. This isn’t to say that our idea is the only one, or even the best one, but it’s definitely a prime example of how you can use a sensitive topic to your marketing advantage if you do it carefully.

Some Common Angles and Topics

Across all industries, there seems to be a general theme of coronavirus-related topics and information popping up. People want to know how it affects them, but also their careers, the business that they conduct, and the rest of the world. Therefore, companies that are using this situation to ramp up their content production are choosing to write with a variety of similar angles and topics that can be applied to a multitude of industries. These include:

  • General information on how COVID-19 impacts your specific industry or niche.
  • Specific information related to your industry, such as an insurance company publishing an article on the current or projected impacts of this pandemic on the U.S. health insurance industry.
  • How businesses can get through the tough economic struggle that they are about to face.
  • What your industry is doing to compensate for the virus and its impact, or how impactful it is. For example, the travel industry is ripe with opportunities to discuss the huge impact of more than $800 billion in lost revenue due to travel restrictions and lockdowns.
  • A news or media-related company might publish content on the ever-changing state of the pandemic and continue producing regular content by providing ongoing updates as things change from day to day.

As you can see, there are a few different ways that you can go about tackling the topic of COVID-19 and using it to beef up your content without being a shark. Of course, these are just suggestions to get you started, and there is certainly a lot more conversation out there to be had.

Just please, whatever you do, don’t publish a series of articles on the recent toilet paper shortages in various locations around the United States. Unless, of course, you happen to be producing content for a toilet paper brand. Otherwise, stick to what you know.

The Bottom Line

Ultimately, the takeaway here is that more people are online now than ever. People are working on the Internet. They are attending school and doing classwork online. Some are laid off without work and nothing better to do than peruse the Internet throughout the course of the day. As a marketer or someone in charge of your company’s content marketing strategy, you understand the value of increased traffic.

Capitalize on that traffic by beefing up and revamping your content strategy altogether. After all, for most companies, it’s time for a quick refresher. Then, find ways to incorporate the topic of the COVID-19 pandemic into your content marketing that are useful, informative, and that add value for your readers. As long as you do that, you will find success.