With so many people sitting at home right now scrolling through their social media feeds, content marketers find themselves in an advantageous position of sorts. It’s bittersweet, of course, given the state of the world, but people are looking for specific things from the brands they trust right now.
So, what do they want? First and foremost, they want comfort. They want to feel better about their situation and their world. They are feeling very closed-off, contemplating all the things they’re missing, and longing for meaningful engagement.
So, where does your content marketing strategy fit in to all of this? Marketers have an extra level of responsibility toward their customers, leads, and followers right now. There’s no need to play the hero, just the understanding friend who wants them to feel happy, comfortable, and safe. If this is the kind of interaction you wish to establish with your unique COVID-19 audience, read on. I have some advice that can help you increase engagement, build trust, and acquire long-term loyal followers.
1. Focus on the Essentials
That particular word has taken on a weird connotation as of late, hasn’t it? The things and services that are considered “essential” are so varied that it’s difficult to know how and what to market right now. So, what does that mean for content marketers? Let me explain by example.
For instance, if you’re a travel blogger, people don’t need to see pictures of happy people on a beach in Cancun. What they need is advice on making a vacation out of their current situation. Try blog themes like: “Spend the Weekend in Morocco Without Leaving the House” and include things like recipes, movies, books, or web resources that help create an immersive experience.
If you market consumer electronics, give your readers an article on how to cut your own hair. They’ll probably need clippers. Link out to some good curated content or create videos that demonstrate how to do it. If you run a food blog, now is the time to drive simple, economical recipes that have a gourmet vibe. Get the idea? Keep the content helpful, personal, and realistic.
2. Take a Minimalist Approach
Don’t let your readers or followers focus on what they’re missing out on right now. Don’t offer content that depicts things that are out of reach. Also, scale back on the on-page ads. Remember, close, personal interactions are key to keeping your audience engaged and attracting new followers.
Use simple, conversational language in your blogs and social media posts. Even subtle sales language can be construed as pushy or gratuitous right now. Just be there. Let your content be comfortable and entertaining to read. Keep visuals to a minimum, but make sure your images and videos are adequately targeted and in step with the messaging of the copy.
3. Distance Your Support Content from Heavy Social Themes
I touched on this a minute ago, but it bears further explanation. People don’t want to think about all the things they aren’t doing just now. They want to feel more comfortable in the space they occupy.
Depending on your audience, you want to focus themes on things readers are experiencing now. Themes around couples, families, and home-based activities are fine. Blogs about upcoming festivals and events that may or may not happen are not. Get the point?
4. Be Original — Don’t Bring This Up
The adjustment in the focus of your content will be obvious to those who follow your content regularly. There is no need to bring up the current crisis with people whose emotions surrounding it can lie anywhere on a very broad spectrum. Your readers know the whys. They don’t need to be reminded.
Go about your messaging in a way that communicates normalcy. This is what you have to say today. That’s it. If your content is relevant, the underlying why behind the messaging should be very clear without shining a spotlight on it. I would even steer away from words or phrases like “today’s world” or “currently” in the context of society’s worries.
5. Adjust Pricing to What the Market Can Handle
If you are developing support content for an e-comm or any specific product, keep in mind that many people are trying to figure out how to pay their mortgages right now. They don’t have a whole lot of money to spend. Get good at determining ad placement or use one of the many split-testing apps that do the research for you. It might be time to try leveraging ad revenues without bombarding readers with ads.
If your marketing is too product-centric to rely on ads, consider adjusting prices or offering generous discounts that motivate people to spend some of those tighter-than-usual dollars on your product. Ask yourself how badly people really need what you’re selling and either move into a more home-centric product area or make it affordable enough to stay in the black.
Develop Strong, Relevant Content
If you’re having trouble getting the creative juices flowing or just don’t know if you can navigate the fine lines of marketing content development in a COVID economy, contact us. At BeezContent, we work with marketers like you every day, helping them make significant marks in their industries or niches. Contact us and let’s talk about how working with a successful custom writing service can make your content more relatable and effective.
