Content Marketing During COVID-19: What your audience needs
Content Marketing During COVID-19
The COVID-19 crisis has changed the world for everyone. Everybodys personal and professional habits have changed. Therefore, brands are questioning their marketing strategies, including content marketing. In this post, you will learn about applying content marketing during COVID-19 and what your audience needs to hear from you.
Current Situation
As it was mentioned before, COVID-19 has impacted how people and businesses are operating worldwide. Businesses and their clients are changing due to the current circumstances. Therefore, content marketing strategies must be adjusted.
The main question here is, how do we continue to promote our business and also sympathize with our customers?
Content Marketing
What is content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content Marketing Institute
In short, a brand needs to provide truly relevant and useful content to their audience.
Why is content marketing important during COVID-19?
To have great marketing, you need great content. Sharing excellent content on your social media platforms and other digital platforms will increase your brand awareness.
👀 View the SOCIAL MEDIA MARKETING category on my blog and learn how to optimize your social platforms!
Brands depend on building true relationships with their customers and therefore obtain brand loyalty. Counting on loyal customers makes a business sustainable.
The Needs of your Audience
Positive messaging: Share encouraging content that will lift people.
💡 Ideas:
- Quotes
- Success stories
- Wellbeing tips
- Positive news
- Freebies
Transparent messaging: People appreciate when a brand is real, and they can relate to it on a deeper level.
Considerate messaging: People are feeling so many things during this time. It’s not a time to be inconsiderate or dismissive of people’s feelings. Also, it is not a time to focus purely on selling. Keep a kind tone of voice and acknowledge the situation.
Helpful content: Most audiences are looking for a helpful hand and not a sales promotion. This is a great time to show that your brand cares about customers. Depending on your industry, share helpful content.
💡 Ideas for engagement:
- Foods that boost your immune system.
- Why to workout at home during quarantine.
- How to disinfect your tech.
- How to make bandanas into facemasks.
- Fun activities at home.
- Wellbeing tips.
💡 Ideas for business:
- Safety measures your company is taking.
- Where to contact customer service.
- Shipping time.
- New purchasing channels.
Products and services adaptation: Consumers are working, studying, exercising, eating, etc. at home. Adapt your products and services so they can use them at home. Communicate how you are adapting to your customers.
Social responsibility: People need to know that your business is taking the best measures to keep clients and employees safe.
Understand your customers!
It is vital to put yourself in your customer’s shoes. Your reality might be very different from theirs. The KEY 🔑 to execute great content marketing is to understand your customer’s current situation. Therefore, you must understand how their lives and their habits are changing.
Who is your customer?
How much access to digital services does he/she have?
What things can they do at home?
Can they use your products and services at home?
All in all,
The COVID-19 crisis has changed the world, but businesses must move forward. There is no doubt that this situation is driving brands to be more creative, to improve their business models, and to engage more with their customers.
Adjusting your content marketing strategy is necessary. Your customers need for you to communicate with them. Positive, transparent, and considerate messaging is vital. Also, sharing helpful content will be enjoyed by your audience.
The content that is shared by your brand can be for engagement or business (promotion) purposes. Make sure you understand your customers and share content that they are interested in.
What do you think about the marketing during COVID-19? Share your thoughts in the comments below.
I hope you found this helpful- please reach out with any questions you have about content marketing for your brand!
Talk to you soon!
Laura