How Content Marketers Can Stay Relevant During COVID-19
COVID-19 continues to affect industries across the board, bringing many to a screeching halt. It’s a sad fact that the impacts of the pandemic will likely continue to make themselves present for years to come. With the amount of time spent at home, and therefore the amount of time spent online, digital marketing is one of the best (and only!) ways to connect with potential customers. We’re going to take a look at how content marketers can best stay relevant during COVID-19, and how they can make meaningful connections during this uncertain time.
Write Relevant Blog Posts
It’s important to make sure that when writing and publishing regular blog posts, you’re not pretending that the pandemic doesn’t exist, or turning a blind eye to the challenges that your customers currently face. Businesses may think that they’re doing the public a favor by providing a distraction in the form of blog posts that do not reference COVID-19. However, in doing so, they are making themselves less relevant and missing out on opportunities to connect with potential new customers.
Kristen McCormick of WordStream explains why focusing on publishing blog posts that find a way to reference the pandemic is a key part of staying relevant:
“The internet is saturated right now with COVID-19 content, but that doesn’t mean you can’t still strive to show up on the first page of a Google search. The trick is to target long-tail keywords highly specific to your niche. For example, a chiropractor could write a blog post “At-home Lower Back Exercises” or “Avoid Neck Pain While in Quarantine.” This content costs nothing to create other than your time, which you might have more of at this point, anyway.”
Do A Deep SEO Cleaning
While content marketers may initially wish to start pumping out fresh pandemic-related content, there’s a lot to be said for altering your current content to stay relevant. Doing a content audit and determining where you can refresh your existing articles to apply them to current events can bring new life to relevant content.
JeffBullas.com tells us why performing a content audit can alter your current content to relate it to current events
“A lot of us are doing some cleaning with all of the extra time we are now spending at home – so why not give your website and content a deep cleaning, too? Go through your content and see where you can include new keywords or remove irrelevant ones that are not performing.”
Stay Active on Social Media
Making sure that your business is staying active on social media is essential to maintaining connections during this time. It’s important to let your clients know that you’re still there, even if you’ve had to alter hours or temporarily shut down. This is an opportunity to establish a deeper connection with current clients, and make some new ones when other companies have halted all communication.
Françoise Sonnet explains why staying active on social media is crucial to staying relevant and maintaining relationships on BDC.ca:
“Once you’ve communicated basic operational changes, remain active on social media or increase your publication rhythm, especially if you are closed temporarily. If you’re not sure what to publish, consider sharing positive news from other companies or organizations in your community. “Social media is a great opportunity to create a deeper relationship with clients and boost your visibility,” says Sonnet. She adds that it’s important to publish on multiple social media platforms to have as wide a reach as possible.”
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