Content Marketing in the Time of COVID-19

Various companies and organizers have cancelled their events in previous weeks in light of the spread of SARS-CoV-2, a virus from the family of coronavirus that causes a respiratory illness called COVID-19. With the World Health Organization (WHO) characterizing this diseases a pandemic and various communities on quarantine, face-to-face interactions and communication are limited, which is detrimental to the objective of brands and organizations to reach out to market segments.

From Social Media Explorer

To respond to the limitations brought about by community quarantines, brands and organizations should look to content marketing as it addresses current limitations while allow these companies or institutions to continue marketing to their target market. In an article written by Athina Mallis about content marketing, the author suggests that brands and organizations should invest on content because it is the primary means for them to target and appeal to their customers.

Best practices in content marketing, as noted by Mallis, include the following:

1. Building partnership with credible and trustworthy sources.
2. Developing relevant strategic insights.
3. Gaining feedback from customers.
4. Creating buzzworthy and relevant content.
5. Targeting verified audiences suited to the brand’s or organization’s goods and services.
6. Tapping into the influencers or content creators, and targeting a specific market.
7. Adopting multi-channel distribution platforms.
8. Authenticating consumers’ consumption and increasing engagement with current customers.
9. Complying with regulatory frameworks and laws.
10. Facilitating flow within the organization.

Mallis’ strategies and recommendations are worth noting due to current health crisis. Since many businesses need to earn profit but are limited by the pandemic, they can continue marketing to an audience. This is possible through online marketing, which is fueled by content marketing that must suit the needs and demands of target market segments. Hence, Mallis offers good advice by noting ten best practices in content marketing that businesses affected by COVID-19 can adopt to maintain consumer interest and loyalty in the organization.