Creating Content in a Crisis

by Erin Lafond
0 comment
content marketing in a crisis

I don’t know if you noticed, but there’s a situation happening right now. It’s difficult to know what’s going to happen several months from now, and it can be difficult to know what you should be doing with your business. Content marketing might be the last thing on your mind, and I get that. So, let’s address that first.

Don’t Stop

I get it. It’s a weird time, and you’ve got a lot of things you’re probably worried about. But don’t stop marketing. Use this time to build up your brand and really cultivate that audience. Take this slow time to boost your social media presence and start that blog. If anything, this is the time to really experiment with new avenues and figure out what works. If you’re wondering if a blog is really worth your time, I’m here to tell you that it is. Blogs help improve your ranking within search engines, establish expertise, and give you social media content. Not to mention, they’re a great way to engage with your audience and provide value.

Shift Focus

I was watching a replay of FB Live by Melyssa Griffin this morning, and she had some really good advice. Basically, it’s time to serve your community. Put into marketing terms, what kind of value can you bring? For instance, can you write a blog post about steps to take when postponing your wedding? Or can you post on social media fun, lighthearted things that help keep people’s spirits up? If you constantly provide value and service to your community, then they will remember you. When you ask them to buy, they will support you. So, rather than maintaining a sell, sell, sell kind of mindset, think about how you can provide service in these troubling times.

What to Create

  1. Blogging
    Blogging is all about solving a problem and providing guidance. You want to address what your readers are thinking and try to help them. I always default to wedding examples because that’s what I know best. Blog posts about how to plan or postpone a wedding right now are going to be extremely helpful, but general blog posts work too. If you’re a caterer, a blog post about how seasonal menus would work as would a blog post about what to do if you’re planning on having alcohol at your outdoor wedding.
  2. Resources
    Depending on what kind of business you are, you can spend some time creating resources for your readers and potential customers. If you’re a photographer, you can develop a shot list to give to people. If you’re a florist, then maybe you can develop an infographic about what flowers are available in each season. Think about what kind of resources you can create that will teach your client base something. These resources serve as a way to provide value and potentially build your email list. Just don’t forget to include your logo/website on everything!
  3. Podcasts
    Podcasts are everywhere right now. They provide a way for you to connect to your audience, and they provide entertainment for everyone who can’t leave their house. If you can keep to a schedule and handle the upfront investment, start one for your business. Hold interviews with other people in your industry. Share what’s going on right now and how people can help. Make it entertaining and fun on top of informative. Think about what people might not know about your industry and go from there.
  4. Video
    This is similar to podcasting in a lot of ways except that it tends to be less collaborative in terms of the actual content. Meaning that you might have people behind the scenes helping with all the editing, research, and scripting, but you’re probably in front of the camera by yourself. But the basic premise holds (including the schedule and upfront investment aspect). If you start a video channel, think about how you can be entertaining and informative. This is more for people who like performing and teaching. What can you teach your audience?
  5. Social Media
    This is a doozy because it can be hard to know what to post right now. So, focus on developing your brand rather than directly selling. You can share your blog posts and resources. You can also post informative articles from your industry. For Instagram, pictures of your work-from-home setup, shots of your pets, and inspirational quotes are great things. If you’re a wedding planner, now is a great time to highlight all of those awesome vendors that you work with. What people really want to feel right now is a connection, so give that to them. Let them see the human side of your business.

Just keep pushing forward, and try to see this as the time to build a community around your business and your brand.

Unsure of how to start? Let me help you! Reach out to me, and get your free consultation today.

You may also like

Leave a Comment

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More