Content marketing in a crisis: Do’s and donts
Summary
But as Queen once said, “The show must go on.” 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. Being silent during a global pandemic is not only distasteful but will also impact your brand’s reputation and make potential customers think twice about doing business with your company in the future. Here’s a direct excerpt from H+K on how COVID-19 is changing consumer buying behaviour: “Consumers expect brands to shift their business priorities and resources to appropriately respond and adapt to current challenges, even if it translates to suffering significant economic losses. Beyond these expectations, consumers 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 websites, ads, billboards or social media content. Even with the rare misfortune of sharing a name with a global pandemic, Corona has taken quick steps to remedy the situation: In short: when the going gets tough, don’t stay silent about it!
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