How to adapt your content strategy during Coronavirus

We're living in weird and wild times. Six months ago, no one would have predicted we'd all be stuck at home, and self isolating would be part of our daily vernacular.


Beyond the practical and health concerns, what does the Coronavirus pandemic mean for small businesses? And how can we adapt our content strategies during times of crisis so that we don't appear insensitive?



Here are some of the questions I've been asked in the past week:

  • What should I be posting?

  • Will I offend people?

  • Is my audience bored of Coronavirus talk?

  • Can I still sell my products?

  • Should I be marketing my offering in a different way?


This article will answers these concerns.


First things first, it's important to keep posting, says Sara Dalrymple, photographer and visibility expert. People are already faced with such uncertainty - so make sure you show us as you usually do.

“If you’re wondering if you should still be showing up on social media, here’s your answer: yes. Now, more than ever. It’s not the time to hide," says Sara.

If you're worried about how and what to post, here's a mini crisis communications strategy for you to follow.


✔️STEP 1:⁣

Set your intention before going online, says Sara. Get clear on how you want to make people feel. Be consistent: show up with the same energy/ positivity as usual.🧘🏼‍♀️⁣ ⁣


✔️STEP 2: ⁣

Start conversations. Talk to your audience in DMs, your newsletter, FB groups, and find out what they are worried about. 👋🏼⁣ ⁣


✔️STEP 3:⁣

Provide solutions. Be inventive + think outside the box. Can you target a new audience, like people with full time jobs + a stable income who are not financially impacted by the crisis? Don’t get stuck in the small biz bubble — not everyone is struggling like us! There IS an audience for you.⚡️⁣ ⁣


✔️STEP 4:⁣

Find positive things to talk about. Memes? Relatable tweets? What would make people smile? We all want to feel better. Now’s a great chance to show your personality 🙌🏼⁣ ⁣


✔️STEP 5:⁣

Done is better than perfect. Don’t overthink things. Be present. Keep talking to your audience and ask for feedback and advice. Don’t worry — if you make a mistake and regret posting something, own up to it! These are weird times for all of us. We’re in it together. ⁣ ⁣ When it comes to PR, Lucy Werner, author of Hype Yourself, suggests exploring the idea of newsjacking. Think outside the box.

“Maybe you have an online business, home-delivery or hand wash that is doing phenomenally well, OR maybe you have innovated and pivoted your business to deal with the upcoming crisis. The key thing is to have integrity here,” says Lucy.

Lastly, don’t add to the panic. If you need to, reach out to your support system + people who have said their DMs are open for chats, like @pippinsdigitalmarketing.

Take advantage of resources from communities like Found and Flourish, who just launched an incredible membership and are running amazing workshops for members. Put yourself first, and stay healthy + safe. If anyone needs content tips, don’t hesitate to send me a DM on Instagram @buro155.

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