The Coronavirus (COVID-19) is having an enormous impact across the world - on individuals and businesses alike. There is a lot of discussion on whether or not brands should be advertising, creating content and selling at this time. I've given this some thought, and decided to share my thoughts and some tips and ideas on creating content during a crisis.
In the first instance, if you haven't already done so, I would encourage you to check your content schedule to ensure that the content drafted in your social media calendar is still relevant and appropriate. Next, check the tone of your content and try to keep it positive, helpful and factual.
There is no doubt that this is a very challenging time for all businesses, but for some there is still opportunity - if managed properly. How businesses respond is a crisis will determine their longevity - think about the brands that are offering support, useful advice and are positive compared to those who are still pushing a hard sell.
A recent Kantar Webinar (7 April 2020) "How Brands Can Survive the COVID-19 Crisis" recommended the following in relation to advertising and the same thought process applies to content creation:
Consider the above four points when creating content (including adverts) for your brand and even use this checklist to check appropriateness of the content:
Depending on the nature of your business, you might find some inspiration in the list of content ideas below:
There are still plenty of opportunities for brands to engage meaningfully with their audience. With most people working from home, audience figures for television and radio have increased; likewise more people are spending their time online and shopping online. For me, this is an opportunity for businesses to support their customers, to advise, inform and build loyalty; it is not a time for the hard sell - especially on goods and services that we really don't need right now.