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 - 1/21/2021 06:00

Who’s your favorite Superman? Is it Christopher Reeve, Dean Cain, or Henry Cavill? If you’re like many Superman aficionados, you may not have a favorite. You enjoy them all on their own merits. Each rendition of Superman brought a new facet to the character. Content is much like those favorite characters who we keep bringing back.

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.   

Sheetal Pinto - 12/10/2020 06:00

Even if you can’t afford to hire a bunch of people to manage online content, you can support your team with a strategic plan to produce high quality content. Here are the best ways to develop the potential of your content marketing team, regardless of size.

Sheetal Pinto - 12/3/2020 06:00

Content is vital to your marketing strategy. The quality and volume of your content help drive your SEO rankings. The thing to remember is that SEO is just a skeleton without content. Content without SEO is just pretty fabric without a purpose. Many businesses produce content for SEO purposes. After all, you want your website to rank in search to gain customers. But if you forget about the human audience, your content won’t get consumed, shared and re-consumed. When you focus on your user first, making your content relevant and useful, your audience wants more, leading to better SEO rankings.

Sheetal Pinto - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.