Content marketing needs these 4 filters before facing a pandemic

Prior to the global pandemic, there was not a single company that wasn’t prioritizing verticality. Exponential growth was a real possibility.

However, expansion lured CEOs out of their company culture and brought them right into the midst of investors’ den. With every pitch, leaders altered their brand direction a little bit more to make a good match with their potential angels. Ambitious ideas of new, better products poured out one after another.

But this mindset changed with the current circumstances. Now it is in brands’ interest to turn back to their roots.

Instead of growth, companies are now focused on forging trust with their customers using the resources they already own. Groundbreaking visions took a step back and made way for established strengths.

In this respect, content marketing is on the verge of a major promotion. By creating relevant content, marketers can take care of brand reputation and manage crises. Here’s a look at how content marketing can evolve in the following months.

Parry Indifference

Naturally, generic sales copy is no longer effective. Some might cheer up at the sight of the low fees social media ads are now asking for.

However, marketers have to be careful about how they put their classic tools to use. The body of a sales copy can be too narrow to fit in the offer and a sign of empathy.

Consumers have been known to be a tough crowd for brands. Any wrong move, and a simple promotion can backfire for the entire company. Especially now when nothing is certain anymore and speculation can run rampant, there’s a clear intolerance against indifference and apathy.

In these times, brands should by no means keep a distance from current events. On the contrary, people are now reacting to companies that genuinely share their concerns.

Therefore, the intent in current content marketing strategies should demonstrate solidarity.

For instance, the no name brand used video content marketing to spread awareness around the importance of a thorough handwash. Lots of other brands are doing it, but this particular company was creative about it. Their video is a 20-second countdown accompanied by a crisp sound that marks each second. Simple yet helpful for the new order of things.

Reinforce Trust

Consumers are currently accommodating with a new lifestyle dictated by a slew of restrictions. So they are not in the right frame of mind to enjoy the thrill of experimenting with new products. Instead, they rely on the brands they’ve already tested for their necessary supplies.

From this point of view, it’s easy to understand why marketing under quarantine is ceasing its search for potential clients.

In line with this perspective, content marketing should centralize all resources towards one type of receiver: clients. So the natural curse of events shows consumers and brands turning to each other for support.

So this is the time for marketers to reconnect to their old communities. Polish up product strengths that have already conquered the hearts of an audience and create content that highlights them.

BarkBox, the subscription box filled with dog goodies, covered all the activities pet owners can do during quarantine in a thorough blog post. Their professional insights offer relief to families and their members, human or furry.

Authenticity and transparency

Trust is a two-way street. Consumers prove their trust in brands whenever they order something from them. Likewise, companies earn their trust by being transparent.

What should brands reveal about their culture in times of crisis? For starters, the way they take responsibility for their own community. If their employees are treated well, then the company knows how to attend to their customers, right?

We’ve seen excellent examples of leadership in real time. Various companies opened up on social media about sending their teams home where they can better protect their health.

Digital Extremes, the creators of Warframe, a multi-platform videogame, shared videos of their colleagues’ new home conditions. But the focus was completely stolen by their pets.

Another method through which brands can create transparent content is by mixing helpful resources and promotions. Corporations and local companies alike are very vocal about the concerning times we’re all living. They also expose how their products can help in these moments.

The right dosage of reassurance and entertainment

Content marketing is not just about delivering information. It’s good that brands create contextual posts on social media to show their commitment to supporting the community.

Nonetheless, content marketing is whole only after storytelling comes into the mix. Even when life is at its worst, humanity makes it through easier when the harsh reality is transposed in a compelling narrative format.

Social media influencers are known for creating content that people resonate with at a personal level. Why? Because their perspective on life is fascinating and they share their views with their followers.

Brands can benefit a lot by partnering with these social media creators. Not only are they experiencing self-isolation like the rest of the world, but they also see the full size of the glass of a crisis.

By unlocking influencers’ creative skills, brands generate visual, recorded or written tales around their products. It is precisely this type of material people and brands need to cut through the tension that the pandemic is building.

Fashion blogger Malikah Kelly introduced her followers to the A to Z Wineworks brand through a to-the-point showcase. She posted a photo of her getting ready to meet her girlfriends (digitally). To set the right mood, her coffee table appears loaded with snacks and a sparkling glass of chardonnay.

These days, we need girl talks more than ever and Kelly did it by the book. With one shot, the influencer raised awareness about the importance of adapting to a home-based lifestyle and reminded everyone to have fun with their friends.

Final Word

Content marketing is the voice brands adopt on any channel of communication. In times of crisis, this voice tames chaos and reaches out to the audience when it’s reassuring, authentic, persuasive, captivating, and supportive.

How is the story about your company navigating this crisis? Share your experience with the Customer Decisions Publication in the comments below.