Do’s and Don’ts in your content during a crisis

The current situation is unprecedented and with lots of challenges, but there is something you need to remember: you have a business, and while you should be in social isolation your content shouldn’t be. From a content marketing perspective, there are lots of things you can still do that will hold you in good stead when life goes back to normal and other things you shouldn’t do at any cost.

I can’t provide you with a silver bullet for the current situation. But I can share with you a few strategies from my knowledge in crisis management in PR and content marketing that you can try to adapt and incorporate in your content strategy during the COVID-19 pandemic and in its aftermath.

Don’t disappear

In times of crisis you need to communicate with your audience. We are in a state of social isolation but your online company presence doesn’t have to be. At a time when people are scared and uncertain what the future holds (I know you are scared too, I am too!) you can’t suddenly disappear: you need to reassure your prospects and customers you are still there. Besides, you have worked hard and you owe it to your business to be remembered and found when the crisis is over.

If your business had been hit hard and you had to lay off your marketing and communications employee(s), keep posting content yourself.

When things go back to normal, and eventually they will, people are going to start looking for you and your services or products. If you haven’t been helping and engaging with them, guess who they are going to go to? Your competitors.

Don’t reinvent, adapt fast

You don’t need to reinvent your whole content strategy, but you need to adapt it fast. With the introduction of social distancing and the canceling of events, it is time for you to get flexible and brainstorm new ways to connect with your prospects and customers.

Think virtual: virtual product launch briefs, live streaming webinars, videos, tutorials. There are so many technologies to choose from: pick those that suit you best. That way, you will not only stay connected with your audience but also show them you are ahead of the curve and able to embrace challenges.

Even though you can’t predict what is going to happen in the next few months, you need to define a short-term content strategy (1-3 months ahead of now) and take control of the things that can be easily adjusted: think social media posts, emails, blog posts, FAQ.

Don’t advertise, help

Your content shouldn’t advertise but help your audience. Sales are lower during a crisis but content that helps your audience now will help you later when life goes back to normal. Use this time to build and reinforce trust with your prospects and customers.

Stay true to your company identity and your Why; stay relevant and valuable with your content. The headlines are changing by the minute. People feel increasingly uncertain about the present, let alone the future. It is important to reassure your customers: this means sticking to your values and providing them with content that is relevant and valuable to them.

Don’t publish only COVID-19 related content

COVID-19 stories are bombarding us everywhere: TV, radio, social media channels, podcasts, emails. Leave the distribution of COVID-19 stories, facts, and hypotheses to the trusted and authoritative organizations whose job is to do that.

Of course, you have to acknowledge the current situation, empathize with your audience, and show them that you understand how they feel: but this does’t mean you should add to the noise.

It is time to look at your buyer personas and create content relevant to them instead of jumping on the bandwagon and sharing COVID-19 related stories or writing blog posts about best remote working practices (I suggest you incorporate the latter in your internal communications).

If you are going to say something, make it matter.

Keep your HR policies to internal communications

It seems like every company under the sun is spamming with content about measures they have taken to protect the safety and well-being of their employees. While it is great that companies are enforcing measures to help governments combat the pandemic, sharing this in their content isn’t necessarily relevant and valuable to their customers.

Of course, you should notify your prospects and customers that you are still able meet their needs. If your business had to shut down, inform them how you will move forward: reassure them about health and safety precautions and announce any expected disruptions to your products or services but don’t get into painstaking descriptions what steps your company is taking to protect your community – keep this to your internal communications.

Don’t overwhelm your audience

Life has shifted almost entirely online and it is more important than ever to bolster your online strategy. But be careful because there is a thin line between sharing content that is relevant and valuable to your target audience and spamming with what you consider important (HR internal practices, work-at-home tips, COVID-19 only content).

You might also be tempted to start posting twice a day on your social media channels, writing two new blog posts a week, and making videos. Take a moment and ask yourself: is this consistent with your long-term content plan, and will you be able to keep up once the crisis is over?

There is a high chance that your aggressive online marketing during the crisis might be misinterpreted as a way to put your business on the spotlight and (up)sell your products and services. And this is something you don’t want.

Remember: quality always overrides quantity.

Conclusion

Try not to think about today but about how you want your business to be perceived when the crisis is over. The last thing you want to do now is to overwhelm your audience, appear deaf to what is happening, or try to take advantage of the situation.

As there is no one-size-fits-all road map on what can be really effective in your content marketing during the crisis, the best approach is to adapt, test, stay relevant and helpful but above all not let the crisis isolate your business.

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I hope you have found these tips helpful. What is your content strategy during a crisis? Let me know in a comment.

Do you need help creating content during a crisis? Email me and I would love to help you.