Content Marketing

Content marketing in a pandemic: How to adapt to the new norms

With people quarantined and businesses closed, brands must rethink their marketing strategies. They should look into content marketing in a pandemic. 

Content marketing has now become the better, if not the only effective, alternative to event marketing.

If you’re a marketer or a business owner, now is the time you learn about the importance of content marketing in a pandemic.

In this post, we discuss that, and more.

Content marketing in a pandemic: How it looks like

People are in the midst of global panic, as the cases of the new coronavirus continue to increase. 

With no cure in sight and social distancing as the only solution thus far, the economy has been suffering. As a result, brands are scrambling to come up with ways to navigate this pandemic. 

Of course, it is not going to be easy. This is especially true since approximately 30 to 40% of the marketing budget is allocated for travel, collateral, expenses, and trade show sponsorship. 

The number one challenge for marketers now is finding ways to redistribute the budget as quickly as possible.

How to keep your customers engaged during this crisis

Content marketing in coronavirus times is becoming the best solution in keeping your customers engaged with your brand. 

Over the years, content marketing has evolved into a more holistic approach. It is no longer just editorial strategies and blog posts. 

Modern content marketing now involves a wide range of digital marketing strategies. This includes social media, email, paid media, and SEO to continue customer engagements.

Content marketing in a pandemic is not easy. 

There are many hurdles to overcome. For starters, your customers can’t come to you because of the community quarantine. 

That’s why you should make sure that you bring all the information they need right at their doorstep—or its online equivalent.

Importance of content marketing in a pandemic

How well you utilize different digital content marketing tactics will determine the success or failure of your business these days. 

Content marketing in a pandemic will allow you to keep in touch with your customers, even without physical contact.

Here are some more reasons why you should give content marketing a try now more than ever. 

  • Content marketing allows you to engage your customers to increase pipeline generation amidst the pandemic.
  • The right content marketing strategies will serve as your undisrupted line of communication with your customers.
  • Content marketing in a pandemic provides an alternative to trade shows and public gatherings for lead generation. 
  • Digital events can help increase engagement and brand awareness, even while people are stuck at home. 
  • A strong content marketing strategy can help educate, inspire, and inform your customers

Content marketing in a pandemic
provides an alternative to trade shows
and public gatherings for lead generation. 

How to make your content strategy adapt better in a crisis 

Content marketing in a pandemic is the best tool to salvage your business. Here are some of the best strategies you can use to adapt better in this time of crisis. 

1 – Provide your customers with what they need

Marketers are good at what they do. But they are trained to solve logistical problems rather than emotional ones. 

In a crisis—such as the one we’re facing right now—people need more than just simple informational awareness. They need functional advice and help. 

Content marketing in coronavirus pandemic can be sensitive as many people are experiencing anxiety. That’s why you need to find a balance between providing service and useful information to your customers.

2 – Find new formats that can replace events

Since public gatherings are prohibited, you need to find a new format or platform where you can still make yourself visible to your audience. Without breaking social distancing guidelines, of course. 

Online platforms, such as webinars and live streaming, offer many advantages. 

For starters, it makes your presence known to your customers. This way, they know that your brand has not been swallowed by the virus. Additionally, webinars allow you to email the attendees. 

This list of webinar platform software may help you find what suits your need best.s

3 – Counterprogramming offers mental relief from the crisis

Counterprogramming involves creating content that provides a break from mental fatigue due to the crisis. Any type of crisis produces a wide range of emotions from people, and most of them are negative. 

As a result, learning how to create effective counterprogramming content can help relieve some of the people’s anxiety. Moreover, this will help your customers view your brand in a light and positive way despite the virus outbreak.

“Effective counterprogramming content can
help relieve some of the people’s anxiety.”

4 – Offer something with real value now

In this time of pandemic crisis, you can take a leaf out of Moz’s marketing book. They chose to offer free training sessions when buying SEO software is probably the farthest thing on anyone’s mind. 

Yes. They are functioning at a loss. But people who availed of their free training will have a better and stronger affinity towards their brand after the crisis. 

Therefore, letting sales take a backseat in the short-term may not be such a bad idea after all. Use this time to build a stronger relationship with your customers instead.

5 – Create social content 

Being active in social media helps remind your audience about your brand. However, social content marketing in a pandemic is a delicate matter. 

Of course, you don’t want to come off as thoughtless and tone-deaf to your audience. 

You also don’t want to give them the impression that you only care about your bottom line, do you? So, before you post anything, remember to be as empathetic as much as possible to avoid alienating your customers.


Content marketing in a pandemic is the best way to stay visible and relevant to your audience. However, it is also a delicate matter that requires the utmost care when dealing with it. 

Therefore, don’t forget to be empathetic when communicating your brand identity. 

But if there’s one thing this outbreak has taught us about our marketing strategies is that we shouldn’t heavily rely on traditional channels. Be creative and think outside of the box. 

Don’t be afraid to invest in experiential content marketing tactics delivered through online platforms. 

Make sure that your customers know you’re still there and interested in their business. And whatever your approach is in this situation, it’s vital that you prioritize our customers’ health and safety.

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By Tricia Hingpit

conversion copywriter & UX writer from Davao City, Philippines.

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