As a digital marketing agency, we plan our content strategies out for the year. One thing we, and many others, didn’t plan for was a global pandemic. With coronavirus impacting people from around the world, major changes are bound to happen…the same thing should apply to your content. But how? Here are our guidelines we follow when adapting our clients content strategies for the COVID-19 pandemic.

1. Audit and Adjust Scheduled Content Strategies & Campaigns

The first reaction should be to dive into any content scheduling platforms and marketing campaigns to see what is currently running or set to run in the near future. Audit the content to make sure it does not promote a “gathering” of any kind, coming into a storefront that would now be closed, etc. Adjust campaigns and content calendars with appropriate language for the current crisis. That could mean changing a few words or pausing the campaigns entirely until post-pandemic.

2. What Not to Say

When accessing new ways of speaking to your audience during this time, it is important to remember the sensitivity of the situation. People are scared, anxiety-ridden, and worried. Your brand tone should not be a reminder of the grim situation, as much as it should be a source of positivity and information.
With that being said, do not:

• Capitalize on the crisis
• Add to the hysteria
• Be an alarmist

Not addressing the current situation at all will appear as clueless, especially on social media where content is expected to be more real-time.

3. What to Say

The key to successful messaging is to remain empathetic, tactful, and informative. This is a prime opportunity to humanize your brand and connect to your audience on a very personal level. Promotional language will be on the back burner and empathetic language is your new best friend. Even though we are all quarantined and alone, this is a time to remind your audience that we are all in this together. Here are some examples of content that will help prove that.

• How does your brand help?
o Is it by using the product/service at home? Is it by discounting delivery fees? Is it by making working remotely possible? Find your benefit and communicate that.

• Your tips and tricks for getting through this time
o Find ways to relate your industry to the crisis and share your tips and tricks for handling it. For example, if you are in the fitness industry – what is your brand’s at home workout routine suggestion?

4. Planning post-quarantine

Even though we don’t know exactly when, this pandemic will end, and now is the time to start thinking about your messaging post-quarantine. We suggest remaining proactive and positive about this cultural transition knowing that this will be the moment everyone has been waiting for.

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