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 - 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.

Sheetal Pinto - 3/10/2022 06:00

If you just keep churning out content without reviewing what you’ve already done, you’re missing out on opportunities to make your content perform better. A content audit exercise involves systematically reviewing what you’ve published on your website and blog. As you adjust your content marketing plan to your business goals, this audit can help you find gaps in your content and see what’s been successful. When reviewing your content, look for these things that can negatively impact your content strategy.

Sheetal Pinto - 2/24/2022 06:00

Search has changed a lot over the years. Search results are displayed to be more efficient for users. Users search for information differently than they used to. There’s still a lot that search can’t do right now. Google aims to change the power of search again with their latest update, Multitask Unified Model, aka MUM. This new update will expand search capability to make search deliver more accurate and relevant information in seconds. Here’s what your content writers need to know about MUM.

Sheetal Pinto - 2/10/2022 06:00

Refine Your Content So it Resonates with Your Audience

Many websites churn out content as part of their online digital strategy without considering how their audience will respond to the content. Contextualizing content is a way of adding value to the reader. But what does it mean to put your content in context? It’s a way of approaching content that considers the why and when of your content, not just the person who is reading it. A person who needs a plumber to fix a leak needs different content than someone who is thinking about how to install a new toilet. The first customer needs access to a list of quick tips to prevent damage until a plumber can help while the second customer may want to read through a detailed outline of updating a bathroom for aging-in-place.

Sheetal Pinto - 1/27/2022 06:00

A Simple Guide from Your Content Agency in Toronto

A blog post is an accessible, versatile format that has the potential to reach and engage a wide audience. You can write the blog posts in-house, or you can outsource content writing for your blog. The important thing is to ensure that your blog presents a professional image, offers memorable and shareable content, and proves effective in helping to achieve your business goals. If you're just starting your blogging journey, read through our ‘Step-by-Step Guide to Start Blogging' - parts one and two.

Sheetal Pinto - 1/13/2022 06:00

Writing SEO content requires a seamless blend of three skills to get the best results. In order to be a skilled SEO copywriter, you must be able to produce creative and engaging writing, have sufficient knowledge of the topic, and be able to use relevant keywords seamlessly into your writing. Are you at a loss on how to create informative and creative content? Here are ten tips that can be added to your copywriting cheat sheet to help you improve your SEO content.