Creating content in a crisis

Written by Ashleigh Watson MCIM, communications consultant and social media trainer

Coronavirus (COVID-19) is having an enormous impact across the world - on individuals and businesses alike. There is a lot of discussion on whether or not brands should be advertising, creating content and selling at this time. I've given this some thought, and decided to share my thoughts and some tips and ideas on creating content during a crisis. 

In the first instance, if you haven't already done so, I would encourage you to check your content schedule to ensure that the content drafted in your social media calendar is still relevant and appropriate. Next, check the tone of your content and try to keep it positive, helpful and factual. 

There is no doubt that this is a very challenging time for all businesses, but for some there is still opportunity - if managed properly. How businesses respond is a crisis will determine their longevity - think about the brands that are offering support, useful advice and are positive compared to those who are still pushing a hard sell. 

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A recent Kantar Webinar (7 April 2020) "How Brands Can Survive the COVID-19 Crisis" recommended the following in relation to advertising and the same thought process applies to content creation:

1. Feel confident that people are open to and even welcome advertising.
2. If you’re in a category that is either in high demand or is unavailable be aware that there’s a greater risk people will find your advertising inappropriate. Communicating in a way that is authentic to your brand and that isn’t seen to be taking advantage of the situation is critical.
3. People can suspend reality when watching an ad, showing people gathering or even outdoors per-se isn’t rejected, but if you’re seen to be actively encouraging people to break the rules you’re in trouble!4.
4. Appropriate humour is welcomed. You have an opportunity to make people smile and bring some happiness to their day.

(c) Ashleigh Watson 

Consider the above four points when creating content (including adverts) for your brand and even use this checklist to check appropriateness of the content:

• Am I being authentic to my brand?
• Is there a purpose to my content?
• Is my content useful? factual? does it reassure? or entertain?
• Is it appropriate and am I being responsible sharing it?

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Content Ideas

Depending on the nature of your business, you might find some inspiration in the list of content ideas below:

• Recipes - how to make dinner for a family of 4 on a budget, for example.
• Our signature cocktail - enjoy our signature drink at home, here is how to make it. 
• Exercises - Pilates, Yoga and family-friendly exercises.
• Book / Podcast / Movie recommendation.
• Positive-quote inspiration. 
• Quiz for the family to take part in. 
• DIY / home improvement / gardening tips. 
• Home beauty tips. 
• Ideas for games in the garden. 
• Tips to reduce stress and anxiety. 
• Looking after you pet (dog) in lock-down. 
• Share local and community news that is useful. 

There are still plenty of opportunities for brands to engage meaningfully with their audience. With most people working from home, audience figures for television and radio have increased; likewise more people are spending their time online and shopping online. For me, this is an opportunity for businesses to support their customers, to advise, inform and build loyalty; it is not a time for the hard sell - especially on goods and services that we really don't need right now. 

Ashleigh is a Member of the Chartered Institute of Marketing (MCIM), and was a finalist in Ulster Bank GB & NI's Entrepreneur of the Year awards and the 2019 NI Social Media Awards. She is the host of the Social Media Savvy conference in Northern Ireland and co-host of NI's Social Media Bootcamp. Connect with her on LinkedIn here.