Hey, I’m Gaurav from Webfries: Leading Digital Marketing Agency in Gurgaon. One question that has been worrying brands, marketers, and content creators recently is this – “what kind of content should I create during these challenging times?” I’ve got some answers for you in this video. Make sure to hit the “subscribe” button below so that you don’t miss out on any future videos.
We’re in the thick of the Covid-19 outbreak right now, and it’s obviously an unsettling time for lots of people around the world. And, everyone’s feeling the impact of the pandemic in their own ways.
Let me go ahead and jump right into the question. Typically, when we create content – blogs, videos, social media posts – we analyze the latest trends, trending keywords, and build content around it. But, during these unprecedented times, you’ve got to adjust your marketing messages to cater to your audience’s current needs and mindset.
I’ve put together three tips that we mainly use while working as a content marketing agency for creating content during the Coronavirus pandemic.
Tip #1: Provide Timely Updates
One of the main things that all brands should do during these challenging times is – look out for their customers. Your users need to be easily able to find relevant and the right information about the pandemic and how you have responded to the situation. They need to be reassured. Alert your site visitors by providing critical information on your homepage using a banner above or below the navigation bar.
Here is a screenshot of Big Bazaar alerting shoppers about the protective measures they have taken against Covid-19.
Tip #2: Create a Content Hub
Organize your existing content (and the new content that you’re creating) into a hub page that is easy to access. One company that has hogged the limelight recently is Zoom. With users of all ages – from elementary school children to senior citizens accessing the app for the first time, Zoom has organized their existing content into a Covid-19 hub page filled with tutorials, demos, and related content.
Rearrange existing content into the hub pages. Place new or topical content higher in the site structure, so your customers can find the relevant information quickly while helping you boost page ranking.
Tip #3: Create New Content that is Covid-19 Relevant
Before you publish a new post related to the current situation, make sure that you don’t sacrifice quality for a quick turnaround. With all brands pushing Covid-19 related content, you need to create a post – that is creative and stands out from other brands that are creating similar content.
Ok, now answering your big question – how do I find relevant content ideas?
The Covid-19 pandemic has created plenty of problems for people across the world. Besides the bigger issues, people are facing smaller, newer, and everyday difficulties, as they are stuck inside their homes. Try to create content that addresses these minor but equally important issues.
For instance, if you’re an online grocery seller, writing a blog post on how to store veggies and fruits the right way so that it doesn’t spoil quickly can see a lot of traction from your target audience.
- Check out publisher sites, Reddit, Quora, content marketing agency and other similar content forums for inspiration. Spot trending topics and present them better.
- Hit up Exploding Topics or Google Trends to find keywords that are gaining visibility. Use these keywords as a jumping point and iterate to create better and relevant content.
- Look for keywords that are evergreen and trending now. This way, you can create content that works well, even when #socialdistancing is no more.
You’re helping your Target Audience and Not Exploiting Them
Remember, this isn’t the time to get aggressive on your marketing calls or to take advantage of the fears of your audience. Create content that can inform, reassure, make your customer’s life easier, or bring a smile to their face in these bleak times.
If your content cannot be altered to fit the Covid-19 pandemic, then go ahead with your regular content strategy. But, remember to keep the aggressive marketing calls down, till things get back to normal.
Happy content creating!