How to write relevant content during this pandemic

Social responsibility is paramount to business communications in this current environment. Customers will be watching what you say with more scrutiny than ever. They want you back, but only if they feel you’re making appropriate allowances during this pandemic and struggling economy. Media Relations Agency is working with many clients who are in your shoes. Here is some of the content advice we’re sharing with them. 

  1. If your business falls into the non-essential category, acknowledge it. Then explain how you are mitigating any risks. Accepting responsibility for the welfare of your employees and customers will reassure your audience that you care about them. 
  2.  Build bonds with your customers and community. Look for ways to connect with people, fill needs and demonstrate that you are listening to what’s most important to them right now. As you write content about these efforts, report truthfully but avoid the urge to brag. Content that is too self-serving may cause fans to turn away from you. 
  3. Stay visible. If you disappear from social media and your blog goes silent, people might suspect you’re out of business. As we follow Step 4 of the Strategically Aimed Marketing process, we are filling our clients’ content calendars with a blend of topics that currently resonate with their audiences. Our content clients get the benefit of our daily interactions with the media and social influencers. Determining the best content angles is often a group effort involving our clients, front-line publicists, marketing strategists, digital marketing managers and content writers. And clients are thrilled by the results. 
  4. Give people a reason to feel positive. News stories about COVID-19 and the economy are weighing us down. Look for ways to report good news in your content while remaining respectful of the situation.
  5. Be relevant. Our Media Grade Content is written to satisfy the demand for what audiences currently want to read. People’s lives have changed. Consider how your product or service can help them in ways that may not have been needed three or four months ago.

Now more than ever, your content should reflect a fully integrated marketing strategy that keeps you in the forefront of your industry, and helps you maintain your relevance among your customers. 

Media Relations Agency’s content writers are marketing specialists. We understand this marketing environment and how to prepare content that appeals to individual audiences. We also understand how to find the stories within your business that are worth writing about. When you hire us, it’s like hiring seasoned reporters to share your stories with your customers. 

With more than 35 years of business writing experience, creating Media Grade Content is second nature to our team. Unless you already have someone on your team with a similar background, and the time to devote to the tasks, it makes sense to hire us. Use this contact form or call us at 952-697-5269. We offer you the flexibility of either setting up a pay-per-post content schedule, or simply being on call whenever you need our services.

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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