The Do's & Don'ts of Content Marketing during a Pandemic

The events of 2020 were unforeseen, unexpected and completely novel. Although the world has experienced numerous crises before; events like the Great Recession of 2008 to the Swine Flu pandemic of 2009, there has never been a crisis like the one we are facing today. The COVID-19 pandemic has brought the world to a standstill, hitting businesses hard as they fasten down the hatches to brace for what is yet to come. Now is the time to up your content marketing game.

As marketers, the current climate can be tricky to navigate as different industries have been affected in different ways to others. For those industries which are feeling the sting of the coronavirus, from the perspective of content marketing, there does not seem to be much interest. So, what does this mean for businesses? Does this pandemic mean it is time to cut down on marketing budgets or should business continue on as they would normally? As a marketing agency london, we’ve got all the marketing tips and tricks you need to make it through this pandemic.

Now is the time for brands to consider the audience over the service, be mindful of the changing needs of the audience during this difficult time and double down on content marketing. Continuing to cultivate an audience while being sensitive to the current issues can be tricky so use this list of some Do’s and Don’ts which are important to bear in mind when developing content marketing strategies during a pandemic.


Do: Spend time to set new goals. 

In almost all cases, the needs and wants of the audience are much different now than what they were before the pandemic and it is important to alter content marketing strategies so they realign with this change. Set aside all the original plans and take another look at why a project or plan started in the first place. Return, Re-evaluate and Re-start. Return to the drawing board, do not be afraid to Reevaluate what resources there are in order to create a new content strategy and Restart a fresh.


Don’t: Stick to your original content calendar.

The events of this pandemic have been unprecedented and it is almost impossible to know what is going to happen next. It is very unlikely the content that was originally planned is still relevant as upcoming events that could have been the basis for content may not be happening anymore. Sticking to the original content calendar can pose a risk of a brand being portrayed as out-of-touch and insensitive to current issues by the public. An effective content marketing strategy is relevant and in alignment with current events.


Do: Up your Blogging game.

Blogs are an invaluable piece of media and completely integral to content marketing. Get on top of blogging with regular posts to keep content relevant and active because not doing so would be a massive disservice to a brand. It provides an opportunity to convey highly informative content to a target audience about any topic imaginable, as long as it is relevant to the brand. Blogs create that all needed path of communication for brands to directly talk to their target audience and offer some reassurance and relieve their anxiety. 


Don’t: Put your content on pause.

Every cloud has a silver lining and this pandemic is no different. People are on their digital devices more than ever creating a unique, one-of-a-kind opportunity to capitalise on. With people isolating themselves at home under quarantine restrictions, the average screen-time for adults has soared from an average of 3 hours to above 6 hours a day as they turn to their devices for a source of entertainment. Now is not the time to put content on pause but rather increase output! Even if the audience is not buying, that new blog post or even that new post on Instagram is being noticed.


Do: Create video content.

Video content can enable brands to show their concern and care for their consumers while also enabling brands to become more creative in the way they deliver a message to their audiences. As people turn to their digital devices as the main source of entertainment, it would be unwise to miss out on the opportunity to generate content that is entertaining and easily consumable. Video content is more likely to keep the audience engaged and in their comfort zone as it facilitates an autopilot mental state; resulting in less critical thinking and more discussions

Content marketing is perhaps one of the most versatile marketing strategies and can be tailored to suit any brand and adapted to align with events that are current and ever-changing. It is always important to have the concerns of the audience at the forefront of any decision when developing a content marketing strategy so you can ensure your brand is benefitting the most by maintaining an image of empathy and positivity. 

If you want to read up on more pandemic related marketing articles, be sure to check out our 3 SEO Survival Tips.

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