Content and coronavirus

Content and coronavirus

5 minutes
ferrier pearce creative group content marketing during a crisis

The coronavirus crisis has undoubtedly changed the way all of us are communicating, and brands are having to adapt to the new ‘norm’ we find ourselves in. 

With out of home advertising and event marketing put on hold, brands are investing more and more in digital content to connect, engage and entertain their audiences. 

But with so many platforms to choose from and so many ways to communicate, it can be overwhelming to plan all of this into a new marketing schedule. 

If you’re reassessing your marketing and communications and wondering where to divert your marketing spend, read on for some inspiration. 


Know your audience

First and foremost you need to understand your audience in order to create digital content that makes an impact. Understanding the platforms your audience uses and the content that works best on those platforms is vital, but the most important thing is to understand what content resonates with people.

We’re living in an age where people are bombarded with marketing messages and thousands of brands are vying for their attention on a daily basis. Personalisation doesn't really engage (after all, anyone can put your name in an automated email). What is more important than ever is ‘relevance’.  In order to get real cut-through and create an emotional connection with your audience you need to create messaging that is relevant to their lives. And that means you need to really get underneath the skin of your audience and find out what motivates them, what they need and want, and possible paint points or barriers. Read our blog on creating buyer personas for more info.



Digital marketing has been at the forefront of most brand strategies for a while, but it’s now at the forefront of every brand strategy. With more and more people working from home and practicing social distance, digital is the most effective way to reach and connect with people. But media consumption and consumer behaviour is constantly changing, so what content can get you the best cut-through? Here are just a few ways you can use content to connect with your audience while they #stayathome.


Video is still the most engaging form of content online and on a mobile device. But live video is evolving and a variety of brands are implementing live video streams into their content marketing strategy. It makes sense - with more people now relying on tech like Zoom and Houseparty to stay connected with friends and family, there’s undoubtedly been a spike in demand for video interaction. And brands are utilising this too, to engage their audiences and attract new ones. From Joe Wicks becoming the nation’s PE teacher and streaming real-time fitness workouts on YouTube to food bloggers doing live cookalongs on their Instagram stories, live video content is being utilised like never before. Consider your own marketing calendar - are there any events you could turn digital? Talks or discussions that you could host on social? Can any of your written content be adapted for video?



Last year saw a real rise in the popularity of podcasts and we’re predicting we’re going to see a further increase in popularity during lockdown. During this time many consumers will be searching for content that entertains and educates, and podcasts can be a great way to achieve this. Invite experts to speak about a particular topic, update your audience on company news and information, share tips from your sector or simply use the platform for storytelling. And even though we’re on lockdown, you can still record a podcast from the comfort of your own home and invite people to input via conference call platforms (while we’re on the subject, make sure you check out the FPCG podcast here).


Have you noticed the number of interactive polls and surveys currently circulating across Instagram and Twitter? With a captive audience looking for moments of downtime this is the perfect opportunity to engage with your audience through interactive content. You could also consider launching a survey to find out more about your audience and what they would like to see from your brand.


Long-form content

We’ve previously mentioned how effective long-form content can be as part of your content marketing strategy, and right now it could be incredibly powerful. Not only can long-form content on your website help you increase your brand’s visibility, but it could also be broken into bite-sized chunks for your other digital platforms.


Many brands are ramping up their email marketing efforts in order to keep their customers informed. But it’s crucial to avoid ‘information overload’. Consumers are bombarded with information all day every day, so before creating your content take a moment to really think about the purpose of your email campaign and how it’s adding value.

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Hayley Clark
Hayley Clark
Hayley has over a decade of experience, starting out as a journalist before moving into digital content and strategy. She has worked with clients across a variety of sectors (from property and finance to FMCG), specialising in content marketing and helping brands find their tone of voice.
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