For less than the second time in over 5 years, I didn’t publish a put up right here final week. Over the previous few weeks, I’ve discovered it more and more tough to create posts that I actually imagine are well timed, related, and helpful for my readers.

The explanation for my problem is COVID-19, the illness brought on by the novel coronavirus. A technique that I hold myself on a daily writing and publishing schedule is to all the time have a number of subjects lined up for future posts. So when February started, I had already recognized what I believed on the time have been a number of stable subjects.

However over the previous two months as we now have been bombarded with adverse COVID-19 information on a every day if not an hourly foundation, the subjects I used to be writing about started to really feel, effectively, nearly trivial in mild of unfolding occasions.

After I work with purchasers to develop advertising content material, I stress that a very powerful attributes of good content material are relevance and usefulness. The core concept is that your content material must be useful to your prospects and prospects.

My objective for this weblog has all the time been to supply helpful data and thought-provoking concepts, however the enterprise and financial repercussions of COVID-19 have essentially modified what constitutes “helpful” and “thought-provoking,” at the least within the brief time period. Subsequently, the content material of this weblog goes to be completely different for the subsequent a number of weeks.

Because the COVID-19 pandemic continues to unfold, entrepreneurs might want to quickly adapt their methods and ways to satisfy altering enterprise circumstances. Time will develop into a treasured commodity, and lots of entrepreneurs will discover it tough to maintain up with all the knowledge that might be important for making sound enterprise and advertising choices.

Half of my work has all the time concerned discovering data and insights from sources that almost all entrepreneurs wouldn’t routinely encounter and making that data extra accessible to the advertising group. This kind of data will play a bigger function in my posts for the subsequent a number of weeks.

Some of my posts will handle subjects that do not instantly relate to the day-to-day follow of advertising. However throughout this era, it is vital for advertising leaders to play a central function in formulating their firm’s strategic response to COVID-19. Subsequently, one of my aims might be to determine and talk data that may assist advertising leaders fulfill this essential function.

On this put up, I need to present a number of fundamental commonsense pointers for speaking with prospects and prospects throughout the COVID-19 outbreak. These pointers usually are not earth shattering, and they’re removed from exhaustive. However they do present a superb place to begin.

Present Related, Helpful, Well timed, and Concise Info

I’ve already alluded thus far, however its significance can’t be overstated. Each communication you ship, and each content material useful resource you publish must be measured by these important attributes. Throughout a tough interval, the simplest method to method content material growth and communications is to continuously ask:  “What data do our prospects want proper now?” Relevance and usefulness are all the time important for good content material, however they’ve a shorter shelf life throughout a disaster interval.

When stress and uncertainty are excessive and time and a spotlight are restricted, it is also vital to make use of clear and exact language and to make communications as concise as potential. Make your content material straightforward to scan through the use of bullet factors and headers to focus on probably the most essential data.

Keep away from Promotional Content material

For the subsequent few weeks, prospects and prospects might be particularly delicate to something that smacks of model opportunism. Subsequently, keep away from utilizing any messages or content material that’s self-serving or promotional in tone or substance. After all, there might be exceptions to this guideline. For instance, I’ve already obtained at the least a dozen emails from SaaS software program firms providing free use of their apps for pretty vital intervals of time. If your organization has determined to supply prospects and prospects with one thing that has substantial, out-of-the-ordinary worth, it is each mandatory and applicable to speak that supply.

Keep Linked to Prospects

The extent and contours of the COVID-19 epidemic are altering each day, and that may doubtless proceed for the subsequent a number of weeks. Because the scenario evolves, buyer wants and attitudes can even change. So it is vitally vital for firm leaders to pay attention carefully to prospects all through this occasion. For many firms, the listening will essentially be casual. Now isn’t the time to run a big survey, and in-person focus teams are an apparent no-no. However by persevering with to speak with and take heed to prospects and prospects commonly, enterprise and advertising leaders can get helpful insights on tips on how to talk successfully.

Illustration courtesy of William Allen through Flickr CC.


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