What is your approach to content in light of the coronavirus situation? Has it changed? Why? “
Posted: Mon Dec 23, 2024 9:24 am
The responses we received were as varied and interesting as the effect that the coronavirus has had on different sectors of the economy.
As you consider what changes you’ll make to your content marketing strategy, consider advice from these 7 agencies:
Eddis and Co. Pauses Content Plans to Focus on a More Empathetic Approach
Canndid Media Aims To Stand Out During A Time of Increased Attention
FullScaleSEO Ramps Up Content Production and Sees Helping Small Businesses as a Civic Duty
Brick Media Reframes Their Messaging to Ensure Their Content Hits the Right Notes
With Customer Needs Changing Rapidly, Burg and Co. Advises “Quick-Win Content” and Increased Presence on Social
Demio Plays the Long Game, Focuses on Staying Consistent
1) Eddis and Co. Pauses Content Plans to Focus on a More Empathetic Approach
It’s easy to see how this situation could throw a wrench in the gear of even the best-laid content strategies.
Customers are overwhelmed. They are worried. Their priorities are shifting with each passing week. They might be one of the tens of millions who have lost their jobs in a very short timeframe.
In this environment, a once-profitable marketing campaign might come across as callous. Brands are expected to understand and empathize with the positions that their customers are in. Heavy-handed ads and messaging won’t just fall flat, they might just harm the reputation of your brand.
Content provides the perfect platform for putting that empathy on display. It gives you the space that an ad doesn’t. Whether on your blog or social media, you can show that your brand is made up of people. People that are just like your customers. That are experiencing the same emotions and uncertainty that they do.
Marion Blount, the founder of Eddis and Co., knows this. In light of the worldwide epidemic, their agency put most of their client’s planned content on pause for this month, and shifted their focus toward creating empathetic content.
“Our team has scratched most content we had planned for thai phone numbers clients this month. We are starting fresh and embracing empathy. As my team approaches new content, we are focusing our attention inward and asking how we can make our content relatable.
We have found a lot of success focusing on our client's employees. For a children's sunglasses brand that we work with, we asked the team to show us how they were entertaining their kids in order to #WFH. The content they shared was not only relatable, but it was also helpful to the brand's audience.
As we navigate the coronavirus situation, we'll continue to change content on the fly and embrace empathy in order to show up for our clients and their community.”
Marion Blount, Founder, Eddis And Co
Focusing on those kind of real-world scenarios — like the challenges of working from home and keeping your kids entertained — can help customers connect with your brand on a deeper level. You understand. And they’ll love you for it.
They aren’t the only company going this direction either. According to the study from eMarketer, 42% of brands planned to increase spending on mission-based marketing, and 41% on cause-related marketing
As you consider what changes you’ll make to your content marketing strategy, consider advice from these 7 agencies:
Eddis and Co. Pauses Content Plans to Focus on a More Empathetic Approach
Canndid Media Aims To Stand Out During A Time of Increased Attention
FullScaleSEO Ramps Up Content Production and Sees Helping Small Businesses as a Civic Duty
Brick Media Reframes Their Messaging to Ensure Their Content Hits the Right Notes
With Customer Needs Changing Rapidly, Burg and Co. Advises “Quick-Win Content” and Increased Presence on Social
Demio Plays the Long Game, Focuses on Staying Consistent
1) Eddis and Co. Pauses Content Plans to Focus on a More Empathetic Approach
It’s easy to see how this situation could throw a wrench in the gear of even the best-laid content strategies.
Customers are overwhelmed. They are worried. Their priorities are shifting with each passing week. They might be one of the tens of millions who have lost their jobs in a very short timeframe.
In this environment, a once-profitable marketing campaign might come across as callous. Brands are expected to understand and empathize with the positions that their customers are in. Heavy-handed ads and messaging won’t just fall flat, they might just harm the reputation of your brand.
Content provides the perfect platform for putting that empathy on display. It gives you the space that an ad doesn’t. Whether on your blog or social media, you can show that your brand is made up of people. People that are just like your customers. That are experiencing the same emotions and uncertainty that they do.
Marion Blount, the founder of Eddis and Co., knows this. In light of the worldwide epidemic, their agency put most of their client’s planned content on pause for this month, and shifted their focus toward creating empathetic content.
“Our team has scratched most content we had planned for thai phone numbers clients this month. We are starting fresh and embracing empathy. As my team approaches new content, we are focusing our attention inward and asking how we can make our content relatable.
We have found a lot of success focusing on our client's employees. For a children's sunglasses brand that we work with, we asked the team to show us how they were entertaining their kids in order to #WFH. The content they shared was not only relatable, but it was also helpful to the brand's audience.
As we navigate the coronavirus situation, we'll continue to change content on the fly and embrace empathy in order to show up for our clients and their community.”
Marion Blount, Founder, Eddis And Co
Focusing on those kind of real-world scenarios — like the challenges of working from home and keeping your kids entertained — can help customers connect with your brand on a deeper level. You understand. And they’ll love you for it.
They aren’t the only company going this direction either. According to the study from eMarketer, 42% of brands planned to increase spending on mission-based marketing, and 41% on cause-related marketing