How Can I Differentiate My Content During This Time? 

The situation regarding COVID-19 continues to evolve and continues to affect our day to day lives in more ways than we even realize. Plans have changed, major events have been postponed, businesses have had to completely alter their services to stay relevant during these times, and so on. While we’re all learning to navigate through these unprecedented times together, you may have noticed a very apparent shift in focus from all companies, no matter what the industry. The content that large businesses typically put out for the world to consume- promotional materials, sales tactics, branding campaigns, etc.-have all drastically changed to fit their content to the current climate. Being able to adapt and connect with people during this time is key. Here are a few strategies can you use to differentiate your content, while keeping your customers in mind and also preparing for the future.

Maintain a Regular Publishing Schedule

It’s always important to remember that posting with a purpose is the best strategy; In other words, don’t create content just to create content. Sticking to a regularly published schedule that you’ve established and worked well for you will help to keep users engaged, and avoid over-posting irrelevant content. Whether you choose to post 3 days per week, 5 days per week, or multiple times a day, just keep it consistent. That being said, make sure to review scheduled content and ensure it’s still relevant to the times. Since this particular situation seems to have new updates almost daily, it’s crucial to make sure your content still makes sense at the time it is published. It may be helpful to go week-by-week during this time to keep your content up to date.

Focus on Customer’s Needs

While your customers should always be your top priority, it’s especially crucial to listen to their needs now in order to provide them with content that they’ll be likely to engage with. Do your posts that include positive quotes gain the most likes? Or how about contests or giveaways? People are using social media as an outlet at this time, so now’s your chance to get creative! Provide them with content that distracts them for the situation, and maybe even shows them something new about your brand.

Be Compassionate

Most of all, being compassionate and showing the “humanized” side of your business is what will differentiate your content at this time. After all, this is one of the most important benefits of using social media! Be mindful that your content isn’t self-promoting of appearing as if your company is capitalizing on the pandemic. However, you should certainly show how your businesses or employees are making a positive impact on the community, whether it be through charitable work, donations, etc. This is the type of content that is receiving excellent engagement at this time!

These tactics are always useful for social media, and especially now given the current situation. If you need assistance creating content for your business, we can help! Contact Boston Web Marketing today to learn how we can work together to optimize your online presence. 

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