Your Content Must Be Accurate & Positive
The current COVID-19 pandemic has impacted everyone on the planet. While not everyone personally knows someone that has been infected with this virus, it has impacted their lives in other ways, nonetheless. Virtually every industry around the world has seen its operations take a hit. Many businesses had to close their doors due to stay-at-home orders issued by governments. Many places around the world are slowly reopening their economies like right here in Texas. However, businesses and industries continue to feel the effects of this virus.
The COVID-19 outbreak is a very serious matter. At the time of this writing, the World Health Organization (WHO) reports that the virus has:
- Over 3.5 million confirmed cases globally
- Over 240,000 confirmed deaths globally
Each day, these numbers seem to increase, while this virus continues to threaten the livelihoods of millions across the globe. During the COVID-19 pandemic, many marketers are still hard at work. However, they have had to make changes to how they operate and the type of content they create. While businesses still create content aligned with their brand personality, they must carefully curate this content to the ongoing situation.
Tech Critic has been following the COVID-19 pandemic closely and has recognized the need for content that is informative, positive, and inoffensive. Now more than ever, marketers must be conscious of the content they are making.
Tips for Creating Content
As we said before, the COVID-19 pandemic is a grave situation that should be taken seriously by all. Whether your business is an essential service or not, such as healthcare, grocery stores, and more, the content you create shouldn’t be exactly how it normally is. You should be making temporary changes to how to create content. Today, Tech Critic intends on highlighting some useful tips and guidelines to help you create effective and inoffensive content during this pandemic.
As we mentioned earlier, the COVID-19 pandemic has impacted the lives of millions across the globe. Thousands have lost their lives, and millions have lost their jobs. To risk coming off as insensitive or exploitative, you must be even more careful. Even the smallest misstep can lead to unfortunate consequences. Here are some tips to help you create content that is considerate of the COVID-19 outbreak:
- Take it seriously. In today’s digital age, brands typically use a more relaxed conversational tone in their copywriting. The content is often indicative of their brand personality. However, this tone is often too lighthearted, humorous, or casual for the current situation. Avoid being these and instead create content that is positive, uplifting, and hopeful while not understating the gravity of the situation.
- Avoid insensitive words. Some words are used to describe sales or promotions for businesses. Many people say they are offering “killer deals” and things along those lines. However, many of these words feel inappropriate at a time like this. Avoid words related to death, viral, contagious, healthcare puns, gathering, and events. You do not want to come off as offensive or promote unsafe habits.
- Many businesses are still operating, regardless if they are essential or not. While you may want to remain relevant and increase revenue, you must be conscious about your positioning and motive. You should not take a position to capitalize on the situation at hand. Instead, you should work to see how to make your brand more visible while contributing to others around you.
At a time like this, accuracy is vital. People are worried, stressed, and scared, and they want to know what is going on in the world. When you are creating content, you should take an extra step to ensure that the content that you are putting out is accurate. Doing so helps you weed out unreliable sources and stay up to date on changing search trends.
Your content needs to tell your audience that you are here to help by providing them will useful information. If your facts are wrong, you may turn people away and lose their trust. Rely on trusted healthcare organizations to collect reliable information. Some of these organizations include:
- The Center for Disease Control and Prevent (CDC)
- The World Health Organization (WHO)
- Your State’s Department of Public Health
- Google’s COVID-19 Website
These are just a handful of useful sources that you can rely on to ensure that the content you create is accurate. Additionally, you should also make sure that your content employs good grammar. Grammar mistakes minimize your legitimacy. Double-check all content before it is put out.
Along with accuracy, your brand should not be predicting nor promising outcomes that are uncertain. While data may suggest a certain trend, you should not relay that information as a fact. You can remain hopeful and optimistic without promising your audience a predicted outcome. You should remind them that you will remain vigilant and committed to handling the pandemic at hand.
Inform Customers About the Effect on Your Industry
Another helpful tip for your brand is to be upfront with your customers. We have stated several times throughout how the COVID-19 pandemic has affected almost every industry around the world. If your business has been affected, be honest with your customers. Let them know how your business has been affected and how you are reacting to the situation. Not only will customers appreciate your honesty, but it will create a feeling of solidarity between you and your audience.
Let your customers know what changes you have made. This will help clear up any confusion they may have and may relieve their stress. Whether your business has been impacted greatly or not, you should still recognize the COVID-19 pandemic and the impact it has on others.
The current COVID-19 pandemic has not only impacted the lives of millions but also how many industries and businesses operate. We are living in unprecedented times right now, so naturally, your messaging and tone should shift to be conscious of the times. While you don’t have to sacrifice your brand’s identity, you should adapt the content you create. Tech Critic continues to monitor the COVID-19 pandemic and any changes that come with it.