Content Marketing Blog mint

Content Marketing Blog

COVID-19 Has Disrupted the World...AND Your Content Calendar

Here's How to Cope and Adjust

COVID-19 has completely changed how businesses operate. Maybe your business is on hold while you wait for things to get back to normal. Or you’re an essential business trying to continue to operate under stressful circumstances. Your content strategy may not be a priority on your mind. However, your customer is at home, trying to find a useful distraction (because they’ve finished combing through Netflix)! You may have a content calendar all lined up for the next few months, which is good. Yet you don’t want to appear indifferent to what is going on with your audience. How can you continue to engage your audience during difficult times? The answer is to evaluate your content against your brand’s values and your audience’s needs.

Determine When to Tweak Your Content Calendar

When breaking news hits, you have to ask yourself two key questions to decide whether to change your content calendar:

  • How does this news headline relate to your company?
  • How does this news headline affect your audience?

Use a rating system of 1 to 10 to answer those two questions. The higher the score, the more likely you need to change your content calendar. When the news relates to your audience, they are probably seeking more information about the topic. If you don’t provide information about what’s on your audience’s mind, they may overlook your regularly scheduled content. You may even want to consider halting your content if business as usual seems insensitive. 

If the news doesn’t affect your audience, but relates to your business, you can still use it as content to present information. For example, a tornado in Kansas probably doesn’t affect your audience, so it wouldn’t warrant a change. But, if that tornado disrupted your supply chain, it might affect your business. You may want to include a blog post that shows empathy to the community and explains how your business has been impacted.

You may need to reassess your calendar during the pandemic to see what is trending and how your audience is engaging with your business. Ask yourself if your target audience is ready to consume and share your regular content.

Using News as Part of Your Content Strategy   

Don’t use the news to sensationalize your content. You want to empathize with your customers and share solutions. Only provide factual information from legitimate sources. The best SEO writers are proactive and monitor potential news items outside of your industry. By having a plan in place to adjust your content calendar, your content team can adapt the schedule when needed. Make the news part of your SEO strategy so your customers know that your business isn’t indifferent to what is going on around you.

Keep your business ready for when the world gets back to normal after COVID-19 by looking at your SEO strategy during this time of involuntary simplicity. If you’re not sure where to start, contact MintCopy, a content marketing agency with a great team of SEO writers who can provide keyword research, blog articles and more to build your brand’s voice online.

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://contentmarketinginstitute.com/2020/03/content-calendar-news/

Share


Recent Posts

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.

Sheetal Pinto - 11/5/2020 06:00

Start-ups face many challenges. A limited range of products and services in the early days. Budget constraints for branding and marketing. Struggling to reach the right audience. Not finding the right staff, or losing employees to the competition. These are just a few generic ones, and the list goes on. But a digital marketing and content strategy can pave the way to success and profitability. Don’t let any of these challenges keep you from dedicating time and effort to create a high-quality website that gives you a competitive edge.

Sheetal Pinto - 10/29/2020 06:00

Last week, we discussed some of the challenges in creating quality content for B2B tech companies. This week, we’re going to look at some of the best practices for your B2B content marketing strategy.

Sheetal Pinto - 10/22/2020 06:00

Content marketing is important for showcasing your brand, growing an audience and ranking well on search engines. According to Finite, a global technology marketing community, COVID-19 has disrupted the B2B tech content industry, among many others. Even though many businesses trust in the efficacy of content marketing, there are many challenges facing B2B tech companies that are investing in content. When you understand some of the obstacles you face in content marketing, you can find solutions. Here are some essentials to practice.

Sheetal Pinto - 10/15/2020 06:00

Content drives the internet, whether it’s a customer searching for information or a search engine that ranks pages. Every day, there are billions of new blogs, eBooks, infographics and videos uploaded to the internet. To stand out amid the noise, your content must be relevant to the user, well written and polished, and have a purpose. Quality content doesn’t just happen. It takes planning and research. And you need a quality creator, the right writer.

Sheetal Pinto - 10/8/2020 06:00

A Step-by-Step Guide to Get Media Coverage

Media coverage isn't always a top goal for digital content marketing, but good PR isn't just good for your branding. When it's done right, media coverage can help boost your SEO efforts and attract a greater audience. Getting your company mentioned on local news outlets or even major news outlets isn't easy to achieve, but with research and the right online PR strategy, you can put your brand on a larger stage.

Sheetal Pinto - 10/1/2020 10:58

Hungry? Order online and get whatever you’re craving. But first, you’ll check the reviews and ratings, won’t you? Shopping online for your favourite clothing brand? What are others saying about the new Fall Collection? Of course, that matters! According to Inc.com, 84% of people trust online reviews as much as a personal recommendation. Most businesses try to do everything they can to avoid bad reviews for that reason. Unfortunately, feedback, both positive and negative, is an inevitable outcome of running a business. Negative feedback is uncomfortable, but it’s also an opportunity to improve. You’re not likely to get those perfect 5-star reviews from every customer, every time. So, remember that you will never please everyone, but you can strive to please many. If you have a customer complaint or criticism, take the trouble to find out what went wrong. Take those negative reviews and use them to create quality content that shows customers you care.

Sheetal Pinto - 9/24/2020 06:00

You're staring at a blank page. You and your team want the best content for your landing page. It must engage. It must convert. It must really stand out. But most of all, it must resonate with your audience. So, where do you begin? Here's a tip: The best copy on landing pages reads like a customer wrote it. "This pain relief cream made my shoulder pain disappear. I slept like a baby!' is your customer writing your landing page headline. It will work much better than, "Try our quick, effective pain relief cream—buy now for 10% off".

Sheetal Pinto - 9/17/2020 06:00

When you started your business, you may have begun with a business plan. Over time, your business plan may have changed and adapted as you learned more, and the marketplace changed. The current pandemic has definitely required many businesses to pivot on their strategies. Your content strategy must be dynamic, just like your business plan. Whether you’ve been creating content for many years or are just starting to invest in content marketing, you need to start with a solid foundation.