Skip to main content

Adjusting Content Delivery and Messaging During a Crisis

A graphic representation of the word "Content"
The last couple months have likely put your well-planned marketing strategies and social media campaign into a tailspin. Organizations are needing to adjust strategy into crisis communication mode in order to distribute relevant information to their clients and prospects and that has left little time to implement already planned content. 
Even in a crisis, we recommend that our clients continue to produce blogs and videos about their core services, industries and niches. This is so they optimize their SEO strategy and do not lose ground by putting these efforts on the back burner. However, how this content gets distributed in a crisis situation is what changes significantly. 
In a recent blog post, we discussed creating a content strategy that keeps giving. During a time when it’s “business as usual,” we might promote this through a social post this way:
Not all your content needs to be new or original. Some real gems can be found in your older content and as a result, save you time. With a fresh update and some relevant examples, the old can be polished up and become new again. Read about this and other ways to repurpose your content.
When you are in the midst of a crisis, how you position your messaging may need to be put under a new lens, especially when it comes to your social media. The same blog post can still be used while simply changing the social media post and explaining the relevance to the situation. Here’s how we would write a social post during a crisis situation about the same blog post:
In the midst of a crisis, you’re likely scrambling to get urgent messages out to your clients, prospects and employees. You don’t have time to create new content but know that your SEO strategy still needs to be implemented. To keep moving forward, look no further than older, still relevant content to save time. 
Here are some tips to keep in mind for your social media messaging and content distribution during a crisis:
  1. Be intentional about your messaging. Always make social media posts relevant to your audience. This is even more critical during a crisis. How does the information you are providing pertain to the current situation and help them solve their problems?
  2. Don’t promote your services, industries and niches in an obvious way. Always look for how it helps your clients and prospects and approach your social posts with a proactive message. How does what you offer help them? 
  3. Use a personal, human touch. Relate to your audience and personalize your messages so they feel like they connect to your brand. Show that you truly care about them as an individual.
  4. Be sensitive to how your message can be perceived. Run your social media posts by a few people that you can trust to provide you with honest feedback. 
  5. It’s best to err on the side of caution, even if that means you are posting less frequently. This is not the time to move forward and ask for forgiveness later. There are plenty of examples of social media mishaps that have affected brands negatively. Coming back from a brand messaging snafu isn’t easy. 
  6. Create a plan for the next time you need to respond urgently or adjust your message. Many organizations were caught off-guard and didn’t postpone scheduled social media posts or were slow to adjust their messaging. Crisis comes in many forms so evaluate the lessons learned and prepare for how you will respond in different scenarios in the future.
You may be developing lots of content right now in order to maintain your SEO strategy and may not be able to promote it as much, or at all. Take heart, once things start to level off, you’ll have a gold mine of content to promote on social media and it will still be new to your audience. 
Don’t have enough time to keep up with all your communications and content right now? Find out how ghostwriters can help with timely communication and maintaining your SEO strategy during a crisis.