Crisis Marketing 2020: Advice for Content Marketers
This news digest is brought to you by The Content Council Board of Directors
Be Flexible—As Flexible As You Can Be.
Andy Seibert, Managing Director, IMPRINT
Our advice to financial marketers now is to be as flexible as you can. Your clients will need increased communications from you about the virus and its implications for your business. Some of those elements may be continually unfolding, requiring an ongoing cadence of updates. At the same time, you and your colleagues may be contending with your own business contingency scenarios. Be ready to adapt even the best marketing strategy ever so you can provide the communications your clients need from you now. Read our six recommendations on crisis communications during this time of COVID-19.
Be a Light in the Darkness
Joe Stella, VP Business Development, GLC
Now is the time for brands and organizations to ramp up their content marketing efforts to their constituencies. For GLC’s clients—primarily professional/trade associations and healthcare organizations—it’s important that they help their audiences navigate the sea of information swelling up around them.
“We know that our members are being greatly impacted by this virus in so many ways,” says Tony Priore, CMO of the American Academy of Orthopaedic Surgeons (AAOS). “The regulatory world surrounding their practices and hospitals continues to shift and they face new stressors and demands from their colleagues and families. The Academy’s goal is to help guide them and advocate on their behalf during this trying and difficult time.”
Virtual events, blog posts, webinars and digital content hubs are all great ways to keep audiences informed, particularly when they are likely working from home.
“We’ve developed a web-based hub where AAOS members can easily access a wide range of relevant and credible COVID-19 resources and information,” says Priore. “This new resource contains information on COVID-19 topics that many of our members have identified as significant to their profession and well-being. We are monitoring the situation and updating the hub on a continuous basis as new and relevant information emerges.”
As new information is available, AAOS alerts members through email, member newsletters and social media. To find more resources, watch Lessons Learned from the Communications Front Lines and read The Importance of Content During a Crisis.