Content Marketing Blog mint

Content Marketing Blog

Content Guidelines During COVID-19

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.

Stay Sensitive

During crises, a business cannot seem exploitive or insensitive to its customers. Using humor can help lighten up the mood but it can also come off as inappropriate. If your brand takes a conversational tone, now is the time to be more somber than normal. You want to come across as empathetic and be positive and helpful. Use words that provide security to customers, such as, “cope,” “contribute,” and “connect.” Tone down the hype. Now is not the time for ‘exciting’ messages, such as “take advantage of low mortgage rates.”
Be cautious when using words that were once harmless, but under the pandemic may seem tone-deaf:

  • Contagious
  • Infectious
  • Viral
  • Join
  • Spread

When addressing consumers, think about how your business can contribute to the COVID-19 response, rather than how to convert customers. What does your business do to support the community in trying times? Position your business to show respect for customers who have been impacted by COVID-19. Make sure your customers know they can trust your business.

Ensure Accuracy

Digital content conveys multiple messages, not only through the words you publish. The tone, the grammar and information provided will tell your audience many things about your organization. If you provide inaccurate or misleading facts about the coronavirus, your audience may infer that your organization is either careless or untrustworthy, regardless of your overall message. Get your facts straight. Use information from the Centers for Disease Control and the World Health Organization. If you need local information, search for updates from your health department and COVID-19. Use proper grammar to make sure you’re conveying the right message. Proofread your message before posting. The AP Stylebook has a guide on using correct terminology when discussing coronavirus. Check the details of your message for subtle differences. It might take more time, but your content will be up to standard.

Change Your Calls-to-Action

A call to action directly tells your customer what you want them to do next. “Shop.” “Sign-up.” “Start.” “Book now.” Considering the climate under COVID-19, you may need to change your tone. Using terms like “Don’t miss out!” or “Join now” might not be relevant. You may need to check your site and look at what you’re offering to be more aligned with current guidelines that have people staying at home.

Check Your Scheduled Content

If you have automated content or have already scheduled posts for upcoming events, do a double check to make sure every post is appropriate for these times. You don’t want to be insensitive and encourage a big get-together on Father’s Day if we’re still sheltering in place. Offers to have customers come into your store may have to be put on hold if your province/state recommends limits on crowds. Posting travel pictures or content that is humorous may have to be put on hold. This means you may need to adjust your content calendar. One small blunder on social media can quickly become a major branding mistake, with far-reaching and long-term consequences.

Don’t Feel Overwhelmed!

Making changes to your content can feel like an immense task. Everyone is having to adjust to new marketing trends.

  • Prioritize. Change your high-traffic content first. Make sure any content going forward is COVID-19 appropriate. 
  • Track changes. Make a spreadsheet of the changes you make so that you can change it back when the economy turns around.
  • Save your good ideas. Don’t delete content ideas. Make a list of topics and themes that may work in the future. Things will return to normal at some point. It might not be the normal we once had, but we will get back to a rhythm.

Maintain High Standards During COVID-19 to Protect Your Brand

Every business is adjusting to new trends and attitudes during the COVID-19 pandemic. Uphold high standards that match your brand to stay in tune with customers and to be ready to meet their needs when they’re ready for your product or service. Let your community know what your business is doing to support and contribute to their needs during COVID-19. 

The pandemic may have disrupted your business plan, but you can stay on track with your SEO strategy. Let the SEO writers with MintCopy provide engaging and sensitive content that supplies information to your audience. Our content team provides keyword research, blog articles and more to keep your business relevant.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources

https://www.wordstream.com/blog/ws/2020/04/02/marketing-during-covid-19

Share


Recent Posts

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.

Sheetal Pinto - 4/21/2022 06:00

One of the toughest things about creating content is coming up with ideas. You can research keywords all day long, but if you can’t come up with topics around those keywords, your content may fall flat. If your in-house copywriter is struggling to keep up with a content calendar, you might be thinking about working with a content agency. Use these questions to prepare for a meeting with the project manager or as starting points to create your own content. 

Sheetal Pinto - 4/7/2022 05:54

There just isn't a 'softer' way to say this; it's bad. Duplicate content, as defined by Google, “refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.” Google highly recommends avoiding duplicate content. The key reason is that the ranking of the page on search engine results may suffer. This means, your audiences will not find your content, and when they do, they are unlikely to consider it useful. Understanding how Google handles duplicate content can help you elevate user experience and create a better content marketing plan.

Sheetal Pinto - 3/24/2022 06:00

Modern customer expectations have dramatically changed over the past few years. Although the pandemic certainly influenced customer behaviour in many ways, customers were already trending towards transparency and social responsibility from the companies they patronized. Creating content that shares your values and mission can bring your audience together to support your brand. Here are some ways to create connections to your audience through content marketing.