How to create content consciously during a crisis (Covid 19)
The way we are using social media has changed drastically since the start of the Covid-19 pandemic.
Small businesses, more than ever, need to harness the power of social to connect with their customers.
In this blog, I outline how you can get started with creating engaging content as we move through this pandemic and global crisis.
I created a virtual workshop that dives deeper into what I talk about below. I developed the hour-long session with small businesses like yours in mind. It’s aimed at business owners who are time-poor, spinning many different plates and who have had to adapt during this crisis.
During the session, I give examples of how I’ve adapted my content creation process for myself and for my clients, as well as take you through how people’s behaviour and emotion have changed throughout the pandemic and how this has impacted how your customers are using social media.
An increase in social media usage since the start of the pandemic
It’s true that we’ve seen an increase in social media usage.
I’m not sure about you, but I know my screen-time has definitely been on the rise since the start of the lockdown.
In fact, since April, there has been an 8% increase in social media users, with numbers rising to 3.81 billion. Experts are now predicting that 50% of the world’s population will be on some form of social media by the time 2020 is over.
However, while we’re all scrolling more, the way people are using social media has changed. People are now using platforms like Instagram, Facebook and Twitter to access the latest news and connect with family.
Online engagement has become a lot more passive, as people turn to their screens for escapism rather than to actively participate and engage.
With all this in mind, we need to think of ways in which we can stay connected with our customers and create content that really speaks to them.
Creating Content For Social Media During Covid-19
Avoid fear-mongering.
Statistics have shown that reassuring and factual content receives 4X more engagement on social media than fear-mongering.
A study conducted by Social Chain compared two well-known news outlets and the types of engagement they were receiving.
Credit: Social Chain - Tracking The Impact of Coronavirus Across Social
Of course, this should also go without saying but do not use Covid-19 as a marketing opportunity. Everything you do needs to have an added layer of care and empathy. Please do not use the crisis as a platform to self-promote.
C’est la VIE.
Whether there’s a global pandemic on or not, you should ensure your content is at least one of these three things:
Valuable - Are you adding value with your content?
Insightful - Is your content offering insight or education?
Entertaining - Is your content enjoyable?
Put yourself in your customers’ shoes.
Explore who your target audience is and ask yourself how they’ve been affected by Covid-19.
Your ideal customers and their needs should inform every aspect of your content creation. If you’re not creating content to serve them, who are you creating it for?
Download my free Define Your Customer Persona Worksheet to get started and ask yourself these coronavirus-specific questions:
How is Covid-19 affecting my customers right now?
Have they been furloughed?
Are they working from home?
Has their routine changed?
Has their purchasing power changed?
How are they behaving online?
What platforms are they using?
What times are they online?
What types of content are they enjoying/sharing?
What do they need from you right now?
What can you offer your customers to help them through this?
You can explore these questions by putting yourself in your customers shoes.
Alternatively, why not ask them?
Run polls on Twitter, Facebook and Instagram. Send out a survey, if you have a mailing list. And, if you have a close relationship with your customers, pick up the phone or send them an email.
Meanwhile, some of this information can be found in your analytics - see what time your audience is most likely to engage and what types of content are receiving the most engagement.
How I have changed my approach to content creation during this pandemic:
Plan ahead, but be reactive.
Use tools like Asana, Trello, Meistertask - or a good old fashioned spreadsheet - to plan content. But, be ready to pivot your ideas as things rapidly change in the news.
Use scheduling tools, but carefully.
Use scheduling software like Buffer, Hootsuite or Content Cal to save time and schedule content in advance. But, be ready to press pause and change your strategy to suit the times. Buffer has a “pause feed” button you can easily use.
Create content that serves your audience.
If you take one thing away from this article, keep creating content that speaks to your audience. Make sure everything you’re putting out is valuable, insightful or entertaining (or even all three, if you’re a content wizard).
This blog is only a brief overview of how small businesses can create engaging content during Covid-19. If you’d like to learn more, please see the full one-hour workshop I’ve created especially for small businesses like yours.
In this session, we explore:
How social media usage and behaviour has changed since the start of the pandemic.
How you and your team can continuously generate new content ideas that truly resonate with your audience, whatever industry you work in.
A simple approach to take you from idea generation and content planning to final publication and promotion.
How I’ve adapted my process during the Covid-19 crisis.
Meanwhile, if you have any questions about how your business can harness the power of social media, do get in touch. I am always interested in learning more about exciting businesses and love helping people get to grips with the online world.
