The COVID-19 pandemic has put much of the world on pause. However, as a brand, the COVID-19 pandemic shouldn’t bring every marketing effort in your company to a halt. Staying totally silent with content creation is the wrong choice. Here are six crucial reasons to keep creating content during this pandemic and beyond, no matter what the virus and economy throw at us.
1. People Are on Their Digital Devices A LotLet’s first address the fact that people are on their phones/tablets/laptops all the time nowadays. While cooped up in quarantine and working from home, millions have turned to digital devices for everything from news to entertainment. The Washington Post just recently reported that iPhone weekly screen time reports are through the roof. App usage is also seeing a surge as people browse Facebook, Instagram, TikTok, and others for hours on end. So, what does this have to do with your brand’s content production? Well, to put it frankly, you’ve got an audience of bored, technology-addicted customers at your fingertips. Even if people are clutching their wallets tightly during this uncertain time, there’s still a huge opportunity to reach out and influence large groups of customers through your content right now. Publish that new blog post. Share stuff on Facebook. Keep up with your Instagram posts. Trust us – people are looking, and even if they don’t purchase anything, they’ll notice what you’re publishing.
2. Quarantined Customers Are Looking for DistractionsSpeaking of bored quarantiners on their phones, let’s talk about how you can provide online distractions for customers. Confinement, reduced social and physical content, and frustration have led many people to feel extremely anxious while isolating. As a brand, you can either view this as an intimidation factor or as an opportunity to provide people with the distraction they need to manage their concerns. Everywhere you turn, people are talking about the pandemic and its repercussions. Although this is an angle you can take in your content, you can also produce messaging that isn’t about anxiety-inducing topics. Take a look at the recent Netflix hit show, “Tiger King.” Why is it so popular? Is it because it’s stellar quality or beneficial to people’s lives? No – it’s because it’s downright distracting from the concerns of the world around us. That’s why it’s been watched by more than 64 million households. People are desperate for entertainment and interesting content during a time when they’re practically on house arrest. What can your company do to give people a little distraction right now? If you’re a skincare company, write a blog about tips for taking care of yourself while you’re at home. Are you a toy business? Publish posts on innovative ways for keeping kids entertained. No matter what kind of brand you’re a part of, there are strategies to give people a source of distraction. You’re only limited by your own creativity.
3. It’s Important to Take a PositionSometimes, taking no position is worse than taking a bad position. Suffering from fewer conversions for the same ad spend on your Google Ads? Your ads might be getting click fraud. Check if you need to protect your ads from competitors & bots. Simple setup. Start your free checkup today. The absence of commentary on COVID-19 could lead people to think your brand is tone-deaf or simply uncaring, and you certainly don’t want that. Use content as a method of positioning your COVID-19 related messages. Everyone, from brands like Nike to Coca-Cola, is speaking out about their thoughts and actions surrounding the virus. In doing so, they’re taking a stance people can admire. There are many ways to take a position through your content.
- Write a post about your charitable donations during the quarantine.
- Provide free value to customers/followers.
- Send your thoughts and positivity to those who need it.
- Support healthcare workers and other essential employees.
- Discuss what your brand is doing to keep people safe.
- You can also use your “re-positioning” around the coronavirus to improve current content marketing strategies.
4. Content Is a Long-Term InvestmentFeel like your brand isn’t getting much attention during the pandemic? That’s understandable – these are uncertain times in which people are being pulled in multiple directions at once. However, that doesn’t mean halting content production is a good idea. People might not be engaging with it right now, but there are some kinds of content that aim at long-term goals. Rather than driving on sales-focused content, try to look toward the future. Over the next few months, write content that can:
- Improve brand awareness by showing your personality and beliefs.
- Inform potential buyers about the current status of your business and products.
- Build trust with customers through continuous communication and support.
- Increase customer loyalty through feedback and engagement, as well as special offers.
- Boost leads by reaching out to customers through entertaining, informative pieces.
- Don’t think of each blog post or social media campaign as a here-and-now strategy.
- Think of it as an investment in people’s long-term awareness of your brand.