The current global pandemic is affecting businesses around the globe. Are you ready to implement a COVID-19 content strategy?
First and foremost, we hope this post is finding you and your loved ones in good health. We cannot express the magnitude of our growing concern about the state of the American healthcare system. We truly hope that neither you nor your families and friends need medical care in any capacity during the upcoming months.
Moving onto business-related matters, if you haven’t already started thinking about your brand’s content strategy regarding COVID-19, we recommend doing so now.
Setting Up a COVID-19 Content Strategy
A few things we need to get clear about:
- Do you want to run social media as planned or make a change in light of the global pandemic?
- If you change your scheduled social media content, do you want to go dark or replace it with other posts?
Some ideas for COVID-relevant content:
- Share industry best-practices during crisis situations, e.g. (leadership during a crisis, manufacturing during a crisis, stress management during a crisis, etc.)
- Outline how you plan to move forward in this new normal climate (work remotely, temporarily shut down, suspend certain services, offer new services, etc.)
- Provide uplifting content that restores our faith in humanity
Our Best Advice for Brands
This is an unprecedented situation, and while we can’t give you a playbook of best-practices, we can give you some educated advice: do whatever is most authentic for your brand or for your leadership on a personal level.
We predict the brands that are able to connect with their target audience in a way that feels human and genuine are going to weather whatever economic fallout lies ahead far better than the brands that appear out-of-touch and overly capitalistic.
Top Shelf’s COVID-19 Content Strategy
Personally, we feel it’s “right” to pull back much of Top Shelf’s “regularly scheduled” digital content in favor of things that are uplifting or truly relevant in this ever-changing climate.
And speaking of us personally, you may be wondering how things are going. The Top Shelf staff works remotely throughout California. We are currently practicing social distancing protocols but, for the time being, none of us are under mandatory lockdown. Obviously this is a very fluid situation, but we’re planning on doing as much as we can for as long as we can to support our clients.
Best of luck to you all,
The Top Shelf Team