How has Covid-19 Changed Your Content Marketing?

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By: David Tile| @
Posted On: June 05, 2020

The COVID-19 pandemic has definitely made some changes to industries around the world and content marketing is no exception. This means that every business needs to sit down and have a long, hard look at their content marketing strategy and change accordingly. We spoke to many experts and business owners in the field to find out what changes they are making.

It is time to solve your customer’s problems

Maybe you’re already implementing this tactic, where you figure out your customer’s problems and you solve those problems through your content. If you’re not, now is the time.

“This is not the time to hard sell, it’s not the time to talk about you, it’s time to talk about me. Help me and I’ll never forget you—is content marketing at its best. The real impact of COVID19 on marketing is a fundamental shift in brand advertising toward authenticity, empathy, and being truly useful to the consumer. In many ways, the real future of brand advertising is content marketing that speaks to the real need of your consumers” – Peyman Nilforoush of inPowered.

“Content Marketing will now become highly focused on solving customer problems and making sure that all customer pain points are answered. Content Marketing will now focus on richer messaging and thus trying to reduce the turnaround time for customer conversion. At the same time, the messaging would increase in frequency so as not to lose recall in the customer’s mind amidst all the push by various other brands” – Saurabh Jindal of Talk Travel App.

Build their trust

Before you can really solve their problems, you need to build their trust that you know how to do so.

“Brands that want to build a foundation of trust and continue in their respective customer journeys need to measure, analyze, and understand common denominators and patterns – this will help level-set where their customers are. By measuring and drawing insights, brands will be able to implement well-informed decisions and actions that enable us to build that trust further” – Jae Lee of Acoustic

Get online if you aren’t already and strategize from there

With all of your customers now only online, isn’t it time you were? And once you’re there, do you know what to do?

“Physical brick and mortar shops will fight for survival and they have no choice but to venture into online commerce” – Mazen Aloul of Web Quest SEO

That means that SEO content and keywords are important. 

“Getting found in search results and publishing epic content is what is going to allow certain businesses to be found in online searches—especially because the competition for several keywords is going to increase as more and more businesses go online” – Leesa Klich.

Videos and other interactive content will rule

Going digital isn’t just about creating text content. Videos and live events are becoming mainstream ways to connect to customers.

“Video content will be even more popular than before. It’s not like videos weren’t popular before, it’s just that during the lockdown, people have started watching even more videos on TikTok, YouTube, and streaming services. Just recently, TikTok has become the most downloaded app on the Apple Store” – Anastasiia Khlystova of Help Crunch.

“The digital landscape is always changing, and the coronavirus pandemic is no exception. As companies are forced to cancel or pull out of in-person events, that budget is being reallocated to digital strategy. Companies are taking an integrated approach (incorporating content, SEO, PR, etc. into one strategy) to increase pipeline generation. After the coronavirus pandemic, the content marketing landscape may become even more competitive as companies polish these strategies and it becomes harder to rank for certain keywords and search terms” – Mark Whitlock of Golden Spiral Marketing.

“The most obvious effect of COVID in the marketing space is the shift to digital content. Virtual conferences and webinars have become the go-to tool for information dissemination and brand awareness, and what’s most interesting is so far, we’re seeing no content fatigue” – Sam Jacobs of Revenue Collective.

Understand what is important now 

Nails, hair, and beauty have pretty much gone out the window in the times of Covid. The Covid Cut is actually a thing. We now understand what is truly important in terms of what we each need, and your content needs to reflect this switchover. 

“The lasting change Covid-19 has brought is that many people finally understand that not all niches are made equal. Food, water, health, and safety are “essential” niches whose demands must be met no matter what. While travel and leisure activities are the first to go in times of global crisis. I think this crisis is going to be a wake-up call for many webmasters about the true evergreeness of their niches. And it’s going to have many changing their lanes, especially if the situation continues to get worse or gets prolonged till it really starts to hurt” – Nikola Roza.

“Content marketing will no more be a negligible part of the marketing strategy. As consumer behavior will shift towards online shopping businesses will have to put significant effort to get the limelight in online marketplaces. Competition will increase and just getting backlinks won’t be enough to stand out. More reader-centric content marketing is the key to achieve the goals after COVID-19 as competition will increase” – Damien Martin of ShuftiPro.

Brand awareness over promotions

People no longer want to be sold to. They want to learn about your brand (and how it can solve their problems… as mentioned above). 

“This has shifted the focus of content marketing to be more about providing helpful resources to clients (thereby increasing soft brand awareness), rather than nudging them through the sales funnel” – Daniella Bell of Scribly.

Get real

Authenticity is where it’s at these days. Be yourself and your customers will follow.

“Authentically position yourself as the authority in your niche by being real and vulnerable. Get on camera without the extra fluff, tech, or big spend. Your phone is now your production studio and broadcast network. Go where the people are – ONLINE. Use your cell phone, get on video, share your story, and share how you can help people now!” – Sharon Haver of Focus on Style.

“Covid-19 has shown us how connected we all truly are. As a result, I believe there will be an increase in marketing campaigns that are focused on compassion, empathy, and community involvement. With the increase in online engagement, it will be important in the coming months to create content that is relatable and has an authentic personality” – Kelsie Collins of Get Fit Digital Marketing.

Be impactful

With everyone getting online, you have to shine more than you ever have. Your content is going to help you do that. Now is not the time to skimp on cheap, keyword-stuffed content.

“As more people are working from home, more people are online and spending more time-consuming content. Nominally, this is a good thing. The problem is, though, it’s getting increasingly easy to get lost in the noise. The last effect of COVID on content marketing is creativity will be required in developing impactful content, not just something nice to ponder” – Kris Hughes of Gembah.

Be positive!

The world is so full of negativity right now, no one wants to hear it. If your brand can bring a smile to the face of your customers, you may just come out on top of the other brands.

“Probably one of the biggest effects we’re going to see in content marketing around the world is the positivity in messaging. No one will want to be reminded of the troubled period of the COVID-19 outbreak, and for that reason, brands will have to appeal to the emotions of their customers by delivering messages of hope and positivity” – Christian Antonoff of Excel Template.

“Covid-19 has created the need for more content based around people/companies/communities helping each other, providing more value to help readers and a human focus on kindness and empathy-based marketing. I think that this trend for kindness and empathy and truly helping people will certainly continue to be a trend in content marketing moving forward. The human element in content marketing was something that was missing before” – Lysa Miller of 3 Media Web.

Want to be real, impactful, and positive in your messaging, but just don’t know how? Let the experts at help you create content that makes people notice your brand.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Thought Leadership Package? 

At, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.