It is very easy to lose track during a crisis. There is all-out chaos.
All your attention span is taken by the news of how many people are being infected or how many people are dying, or about how the outbreak is unleashing unprecedented recession.
What type of content should you write and publish during a pandemic that is affecting every individual in the world?
Just as it happens in normal times, the purpose of writing and publishing content is always to help your readers, and so should be the case when you write and publish content during a global crisis.
This blog post on Marketing Land titled Marketing during a crisis and recession rightly says that “There’s no playbook for any of this.”
No one among us has seen a global crisis of such scale. The things that we saw in the movies are now unfolding right in front of our eyes like a bad dream.
The good thing about writing and publishing quality content is that the fundamental intention of publishing such content doesn’t change: even when things were normal, your content was supposed to help people.
In the “normal” times, of course, the “help” meant educating your customers and clients so that they could make better purchase decisions.
But in the Covid-19 ridden world, you know that the biggest question staring in everyone’s faces how to survive the outbreak, both physically and financially.
When you want to promote your products and services, you must consider whether people can actually buy them or not.
I have a few clients whose markets have totally vanished (I provide B2B content writing services and hence all my clients have their own businesses).
For most of the clients, they’re simply trying to hold onto whatever they have got.
Fortunately, the machinery of the world is still moving.
Which means, things can be done, should be done, and this also holds true for writing and publishing quality content to maintain your search engine rankings, to maintain your visibility, and even to reach markets that you haven’t yet reached.
For example, I’m getting content writing assignments from countries I had never previously gotten work from. Hence, I’m thinking of expanding my presence in these countries.
Here is a nice “Whiteboard Friday” video and the treat is that Rand Fishkin is making the presentation almost after a year:
People are naturally holding themselves back when it comes to spending money on marketing, especially content marketing because they believe that the demand is crashing, but Rand in the video makes a very good point: things are going to bounce back, and when they do, will you be ready to leverage?
Don’t hold yourself back simply because everyone else is. If you can afford, do invest in content marketing and building quality content because as the world gets back on track, there will be a sudden surge. At that time, if you have improved your visibility you will be better off compared to your competitors who have gone into a huddle and are ignoring their marketing.
Rand says that one thing we can be certain of is that people are paying more attention online now that they are confined to their homes.
Whatever you are publishing, they’re paying attention. They are less distracted. They may not be travelling. They may not be sitting in coffee shops. They may not be chatting with their colleagues or a group of friends while checking out your blog post. They’re not as distracted as they normally were during pre-Covid-19 times.
Although the above-mentioned blog post from Marketing Land gives a broad advice to businesses and brands on how to manage their businesses in the changed scenario, since I provide content writing services, my main focus is, what sort of content can help you during the Covid-19 crisis: content that can help you survive currently, and build a strong footing for you when the machinery of the world begins to move again.
Here are a few things you can consider:
Write and publish content that will help your core audience
Even if you are a hardcore seller, aggressively promoting your products and services is not going to help you.
Even if people are not put off, they are in no position to either use your products or services (most of them) or buy them.
Take for example the advice given by the Marketing Land blog post, and even by this blog post that I’m writing. Publish advice people can use or at least get inspired from.
Of course, we are all experienced. We all know how to handle the situation. But when we read about it, when we come across blog posts and articles that talk about the same thing, it keeps us focused and helps us reorient our approach.
What if you don’t have something valuable to share with your audience?
Your genuine concern helps. People and businesses are publishing a ton of useful information on the Internet. Go through LinkedIn. Go through Twitter. Find useful articles and blog posts and then share them through your blog or your newsletter.
Consolidate your existing content on your website and blog
Since practically everyone in the civilized world is confined to home, you may get enough time to go through your website and blog and see what content you have been ignoring or didn’t have enough time to improve.
Maybe there are certain keywords and search terms you have been ignoring or you didn’t have much time to cover. Now you can cover them.
If there are certain topics you feel should have been on your website, you can publish them.
Should you publish information about the Coronavirus outbreak? Many websites are doing that.
It depends. If you have information that is not present on other websites, publish it on your website otherwise, just publish links to other, more useful information sources like newspapers or hospital websites.
Otherwise, focus on your core topic. There is no need to sell if you don’t feel like it. Just fill up your website or blog with lots of useful information that will come handy when people start buying again.