Understanding what not to do is often far more important. Than determining what you should doespecially when it comes to a crisis. We’ve all experienc this firsthand. During the global coronavirus pandemic.
But as the rock band Queen once said“the show must go on.” So below I’m going to outline. Some ways you can use content to prevent a PR disaster and build goodwill with both current and potential customers.
If you’ve been looking for guidance on how to navigate these murky waters using content marketing and avoiding common mistakes in the processthis guide is for you.
The “Don’ts” of Content Marketing
Would you like to be able to approach content marketing in a crisis the right way? Start by implementing a strategy with your content. Ideallyyou should try to create 80% ucational content and 20% promotional content.
In other wordsyou eliminate all the don’ts regarding the content to share and conclude with diligent work to follow through with the do’s.
Content Marketing Tips to Avoid in a Crisis
Don’t Demonstrate a Lack of Empathy
The goal of content marketing is to ucate or address customers’ nes and offer solutions to alleviate their problem. This is how new visitors to your blog or social mia become customers and customers become raving fans.
Butit’s important to keep in mind that customers can smell a lack of empathy a mile away. If your content doesn’t demonstrate that you understand their pain points and offer tangible solutions to address themyour customers will simply tune out.
Empathy-driven content marketing requires you to identify your customers (and your broader audience) and talk to them regularly about:
Buy Our next two scenarios take an approach. That we see many enterprises taking when moving to a hybrid network data.The designating buy telemarketing data network sites into categories or tiers and assigning different network services. Marketing data to each tier. This allows companies to add in local internet breakouts at most offices popular. buy telemarketing data but keep some higher priority sites that need service level assurances.
What they’re struggling with
Tips that might help them address some of their pain points.
What you can do to support them.
This is especially true for content marketing in a crisis.
It’s not just about the generic clichés of “we’re here for you” or “tell us how we can help you,” either. You ne to provide workable solutions or at the very least make your customers feel comfortable by providing reassuring or hopeful messages for the future through ucational content.
During the Covid-19 pandemicthere have been some cases of marketing message errors where there is clearly a lack of empathy where it seems like this terrible situation is being taken advantage of to promote a product or service.
Howeveryou don’t even have to put yourself in your customer’s shoes to be empathetic. You are already a customer for other companies and you are struggling with this global crisis.
As a customer how would you like to be communicat with?
What kind of contenttoneand message would reassure you? You can write down your ideas in a mind map and use it as a reference when writing your copies.
The “Don’ts” of Content Marketing
Don’t ignore the crisis
In this crisis you’ve probably notic two types of businesses:
The companies that take the time to help customers and the community at large.
Those companies that chug along pretending that everything is business as usual.
And chances are youlike meprobably don’t like the buy special database powder second type of business. Keeping silent during a global pandemic is not only unpleasantbut it will also affect your brand reputation and make potential customers think twice about doing business with your company in the future.
But dont take my word for it check out this direct excerpt from H+K on how Covid-19 is changing consumer purchasing behavior:
“Consumers expect brands to shift their business priorities and resources to respond and adapt appropriately to current challengeseven if this translates into suffering significant economic losses. Unsurprisinglyconsumers expect brands to produce products. That help consumers with current challenges and communicate transparently with stakeholders. Beyond these expectationsconsumers want companies to further support the crisis by donating a portion of sales to local hospitals and/or partnering with other brands to maximize the impact of their efforts.”
I’m not saying you should start plastering the word “Covid-19” on your websitesadsbillboardsor social mia content. You don’t ne to mention it by name either.
How does TikTok work?
As explainTikTok is a very intuitive social network that sharpens the ingenuity of its users and helps them enhance their creativity. To view videos and have a good timeit is not necessary to register or create a user profile. Howeverif you want to publish your own videosthe first thing you have to do is create your user profile.
The way TikTok works is very similar to that kh number of Instagramonce you access the application you will find an exploration pagewhere you can search for users or hashtags. On the other handyou will find a camera iconin that section you will be able to record your own videos and use the effects you like the most. Videos can be record in partsto be able to record different takes in the same video.
TiTok content
TikTok’s content is very vari and has been adapt to the timesresponding to the search intentions and demands of its users. That’s why the content you can find on this social network is becoming more extensive and diverse every dayfrom music videos and montages to comy videos and videos with special effects. In additionduets and challenges are becoming increasingly popular and have gain particular popularity during the lockdown caus by Covid-19.
