Over the past few weeks, I’ve noticed that some companies have pretty much stopped all content marketing during coronavirus.

My response? Three words: WHAT. THE. HECK.

Seriously, people!

This is an unprecedented (I really wanted to use this word myself after seeing it in 99% of the coronavirus-themed emails that I’ve received) and critical situation, but that’s exactly why you should concentrate on your content marketing efforts EVEN MORE than usual.

Not disappear from the back of your customers’ minds!

Do you usually put more effort when things are going smoothly or when they’re more challenging?

Exactly.

Let me tell you why it’s still vital to focus on content marketing during coronavirus, what not to do, and what types of content you could be focusing on.

Why it’s important to focus on content marketing during coronavirus

It all comes down to a question: when this crisis is over, do you still want to have an audience or not?

Unlike outbound or pushy and salesy strategies, content marketing is all about providing online material that fulfills the interests and needs of your specific target audience in order to hook them in, keep them engaged, build trust, and smoothen the sales funnel. 

Why should you stop offering all the high-quality content that they love you for? The fact that they have different priorities at the moment doesn’t mean that they no longer care about what they did before!

They might not be able to spend much money at the moment (or no money at all), but you can certainly keep the conversation going. 

Here’s why you should still focus on your content marketing strategy during the COVID-19 crisis.

1. Your target audience will remember about you when things get better

Are you planning on disappearing from your current audience’s life and reappear in a few months as if nothing had happened like that ex who ghosted you?

Sorry, but that ain’t gonna work.

If you lose their interest now, you’ll have to work even harder to regain it, once this crisis is over.

Instead, you can keep providing them with outstanding content across different channels so that they feel like they’re still part of your journey.

2. It shows that you still want to have a conversation with them

The fact that you used to engage with them but stopped as soon as they could no longer afford to spend money on you will show them that you were only interacting with them in order to sell.

Not to build a community and welcome it into your brand story.

A business that actually cares about its target audience will keep engaging with them and see what they can do to help during these tough times.

3. Blogging regularly means that you’ll rank higher when the coronavirus pandemic is over

Search engines are immune from COVID-19, so they couldn’t care less about it: if you used to blog every week and then stopped adding fresh content, your ranking could be penalised.

So, if you’ve already put a lot of effort into the SEO of your website, why compromise it now since it will be incredibly beneficial once your business is able to go back to normal?

4. Lots of people have more time on their hands

I couldn’t be more grateful to all the key workers—from our incredible NHS to cleaners and supermarket staff—who are helping the rest of the country every single day.

What about those who’re not working, though? Or those who’re now working remotely and have plenty more time because they’re no longer commuting? Or those who were already working remotely (it’s-ah-me!) but still have more time to kill since they can’t hang out with their mates?

These people are still using their social media, they’re still finding ways to spend time, and they’re still interested in finding out about cool stuff!

If anything, we could all do with something that distracts us for a bit.

So, engage with them on Instagram, offer them an outstanding and insightful article that clarifies that question they have on your industry, show them a video that will help them switch off from what’s happening even if just for a few minutes…

Basically, give them something to do!

5. Content marketing is more cost-effective than ads and traditional marketing

Are you worried about money? That’s totally fair. I certainly wouldn’t recommend wasting it on pushy ads given the current situation.

But let’s remember a couple of key stats: content marketing costs 62% less than ads or traditional marketing and yet it generates around THREE TIMES as many leads (1).

As for conversion rates? They’re nearly SIX TIMES HIGHER for businesses that implement content marketing strategies! (2)

So, if you can only afford to spend a little money on your business right now, make sure you get a good ROI!

Content marketing mistakes to avoid during coronavirus

Now, when I said that you should keep up your content marketing strategies, I didn’t mean that you should do so without tweaking them as if nothing were happening!

The only thing worse than interrupting your campaigns is going viral for all the wrong reasons. 

Based on the worst coronavirus marketing campaigns that I’ve seen over the past few weeks, here’s what I definitely do NOT recommend doing:

1. Pretending that nothing is happening

True, some people might be tired of hearing about coronavirus, but acting as if nothing bad were happening would just show that your company is completely detached from reality.

Make sure that you acknowledge it, at least. And is there anything that you can do to help, perhaps?

Right now, empathy is what we need the most.

2. Trying to sound clever by joking about it

You might get away with a cheeky toilet roll reference (people who haven’t lived through this crisis and will read this article in a few years will be extremely confused, I bet), but don’t push it.

Joking about how they’ll want this lockdown to last forever thanks to your product? That’s a big fat NO.

3. Playing on people’s fear to trick them into buying

That’s just mean, and people will call you out for it (rightfully)!

Some consumers can still afford to spend money on non-essential items, some others can’t: aim for the first category instead of triggering panic-buying attacks into the latter.

Content marketing done right during the COVID-19 pandemic

Now that we’ve established what not to do, here are my tips on how to tweak your content marketing strategy to match the current situation.

Disclaimer: I don’t have all the answers, and I’m also trying different things myself and learning as I go during this crisis, but I do happen to have the magical superpower of being both a business and the target audience of many others.

Oh, you’ve got it too, you say? Use it well, then!

1. Show empathy 

I’ve lost track of the number of emails that I’ve received from the CEOs of some companies that I hadn’t heard from in months telling me about how they understand my situation.

No, mate: you don’t!

That email has gone to people who’ve lost their jobs, who’re forced to be on the frontline, who’re wondering how on earth they’re going to pay rent next month.

This CEO, from the comfort of their massive house and with millions of pounds in their bank account, hasn’t got a BLOODY CLUE about these people’s situation!

You haven’t got a solution to this crisis, unfortunately, but, perhaps, you can let your customers know that your inbox is open for them and post content that actually takes your audience’s situation into account.

2. What can you do to help?

Other than letting them know that you’re there for them, is there anything else that you can do to make them feel a bit better?

A random 20% discount won’t cut it. Be specific and realistic!

This really depends on your industry, but perhaps you can put together a blog post on the best resources to find help during this crisis or tweak some services in order to match this new situation. Maybe you could even offer a free online course to those who want to spend this time improving their skills.

If you’re going to offer discounts, offer them on selected items that people could really use right now or that they wouldn’t feel bad about rewarding themselves with, such as a yoga mat to keep fit whilst staying indoors.

3. Refrain from using your old calls to action and slogans

Did you use to add the hashtag #Friyay or #TGIF? It would be highly inappropriate now that so many people are working remotely or... not working at all.

I’ve seen some travel companies churn out some of the best content during this crisis, and they are some of those that have been affected in the worst way!

Instead of pushing their usual ‘book now’, they’re planting the travel bug seed by writing dreamy blog posts about places that their target audience can visit once this is over.

The new call to action, you ask? ‘Bookmark it for later’.

Timely, practical, effective. And it helps people focus on the light at the end of the tunnel, rather than the tunnel itself.

4. Put EVERYTHING that you write under a coronavirus magnifying glass

You’re probably so used to including certain terms and sentences that you might not even realise that they could sound highly inappropriate during this crisis… not until a random internet troll points it out, at least.

By then, it’s too late.

I know it sounds time-consuming, but, unless you want to spend even more time doing damage control later on, it’s essential to re-read everything that you’re planning on putting out with this coronavirus situation in mind: is it giving a message that goes against the current lockdown measures? Is it glorifying this stay-at-home situation?

Types of content to focus on during coronavirus

The short answer is: whatever content you were focusing on before the pandemic! But, if you need some encouragement and inspiration, here’s how these different channels can help:

1. Social media

Instagram, Twitter, Facebook… all these are perfect for a direct and immediate communication with your audience.

People are home, bored, with nothing to do: engage with them on social media with stories, relevant posts, quizzes, or by going live.

And, as you probably know, algorithms (especially Instagram’s) are incredibly picky and tricky: if you disappear from the platform, they will make it pretty darn hard for your followers to see your posts once you come back. 

2. Blog posts

As I mentioned before, blog posts will keep your SEO juices flowing, but they’re also a fantastic type of content to keep your audience interested in what you do and what you have to offer and share.

Guess what? Now they’ve got even more time to read them!

While industry-related articles are still a good choice, make sure you add topical blog posts too, if you can.

For example, instead of the article on the best travel-friendly coffee makers that a roaster had scheduled to go live next week, they could replace it with the best ways to brew coffee at home.

3. Newsletter

Maybe you won’t need to send it as frequently as you did before, but it’s still good to pop into your subscribers’ inbox, especially if there’s anything that you can do to help them.

Psst: that way, they won’t forget about you during this crisis!

Why not use your email marketing to link to that useful article that you’ve written on your blog, too?

4. Podcasts

Were your listeners used to finding a new episode every week? Don’t let them down!

But, like you would with your social media and blog posts, make sure your new episodes show tactfulness and empathy. 

5. Webinars

Is there anything that you can teach them through a webinar?

Now it’s a great time, as lots of them are more flexible with their schedule, looking for things to do because they’ve already tracked down that old school friend to Facetime with, and even considering learning new skills.

The bottom line is simple: don’t stop your content marketing during coronavirus!

After all, you’ve worked so hard to generate all those leads and grow your following: why blow it now? Keep them engaged to make sure they’re all still there when this crisis is over! Because it will be 💪

More #crafty blog posts on this topic:

References

1. Patel, N. (n.d.). 38 Content Marketing Stats That Every Marketer Needs to Know. Retrieved from https://neilpatel.com/blog/38-content-marketing-stats-that-every-marketer-needs-to-know/

2. McCoy, J. (2017, October 22). 9 Stats That Will Make You Want to Invest in Content Marketing. Retrieved from https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/