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Restructuring Your Content Marketing Strategy During the COVID-19 Crisis

With the majority of the world stuck at home in quarantine, people are spending more time browsing the web. Because of this, it’s critical that you adjust your content strategy to fit our new normal. Keep reading to learn the three main strategies you need to be implementing into your content marketing strategy during the COVID-19 crisis. 

1. Keep your audience updated

Updating your audience on changes you’ve made to your business is ideal for keeping them in the loop, and will save you time answering questions. It’s important to let your users know that you’re thinking of them during this time, and to inform them of the steps that you’re taking to protect their health.

Chances are that your users have been affected by this pandemic in one way or another, and you need to make it easy for them to locate your updates. For example, our clients have been alerting their audiences by adding a banner or pop-up on their sites, directing users to their COVID-19 updates.

COVID updates

2. Organize this content into a hub

Whether you already have COVID-centered content on your site, or are just beginning to write it, we suggest organizing your updates into a special section for your users. For example, we’ve organized all of our COVID content in the navigation above under “COVID-19 Marketing.” Creating an “updates” page separate from your blog is a great way to help your users navigate easily and keep everything in one place.

It’s also important to keep in mind that this is a time to help your audience, rather than leverage fear to gain their attention. This being said, don’t worry too much about your keyword rankings for these pages. Instead, focus on organization and ease of access for your users.

Where to place your COVID-19 hub

We suggest placing your COVID-19 hub higher up in your site structure. This is an easy way to help users find it in Google. You may also want to consider deleting some of your old, less relevant content in order to make room for your hub, or at least moving this content deeper into the site architecture.  

3. Write COVID-centered content

When it comes to writing content for your hub, you need to take the following tips into consideration:

Don’t let your quality suffer

With the Coronavirus situation rapidly changing, you’re likely struggling to keep up in creating this content. Keep in mind that regardless of your quick turnaround, your quality should not suffer as a result. As a matter of fact, it’s now more important than ever to create your highest quality content to date. 

For example, Popeyes recently created this incredibly moving commercial that left Louisiana residents with tears in their eyes. New Orleans has been hit particularly hard during the pandemic, and Popeyes decided to give back to its founding city. Check out the video below for inspiration.

Stay relevant

The world as we know it is changing rapidly, and search behavior is being affected as a result. To stay relevant, you need to adapt to this change in search behavior and create content that’s relevant to what people are searching for.

Google has recently created a coronavirus search trends section where you can view the most recent trending searches surrounding the pandemic. This page is updated regularly, and is very helpful in creating COVID-related content. 

For example, as of April 23rd, “how to make iced coffee” is among the top 5 Google searches in the world. If you work in the food industry, you may want to consider filming a video tutorial or creating a blog post on how to make iced coffee at home.

It’s important to note that now is not the time to prey on fears. Help your users–don’t exploit them. Your goal should be to inform, teach, and generally ease the stress of your users. For help with content marketing during these uncertain times, contact Bizzuka. We’re always happy to help!

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