I’ve been scratching my head about how much COVID-19 related content businesses should be creating as part of their content strategy and it’s an important thing to consider whilst we’re still seeing the impact of Coronavirus.
GrowTraffic is an SEO and content marketing agency and we’ve had a number of clients asking us similar questions.
The first thing to say is it’s got to be a good idea to include some content about COVID-19. After all, a lot of people are still searching for it. If you’re going to deliver the kind of content marketing strategy that will resonate with your audience you’ve got to answer the questions that are pertinent to their lives and give them some information that might help them make an informed decision.
I am torn though. I’ve always focused on creating a certain kind of content and by and large, the coronavirus-related content doesn’t fit well within the kinds of content I would normally recommend creating.
The thing is, the Coronavirus Crisis isn’t going to last forever. I still think we’ve got some distance to go yet, but before we know it, we’ll be saying goodbye to COVID-19. And when you create content about something that’s topical it doesn’t give you the long term benefits you can get from other types of content.
I generally advise creating evergreen content that sits somewhere within the consideration phase of the buyer journey. In my experience, this gives you the best chance for long term compounding traffic impact and givers you half a chance to actually convert someone into a customer. And it also gives you opportunities to do things with your readership. But I do like to mix in a bit of newsjacked content to the strategy in order to benefit from current interest. I find this stuff generates the best links and if you get up early enough in the morning you just might find yourself leading the story, which can lead to a tonne of relevant traffic.
I don’t think you want to stop creating evergreen content during this period. If anything it’s really important you continue to create the kind of content that people will always want to engage with. That’s an essential part of your strategy and just because we’re all talking Coronavirus it doesn’t mean you should completely pivot what you considered a sound approach before the world was shut down by the pandemic.
But you can get some content ranking about COVID-19 but you’re going to need to be careful how you go about it. Both in terms of the way your potential customers think about it and how Google treats your content.
Probably one of the most important things about the types of content you create is you can’t just add to the noise surrounding Coronavirus, you need to be creating content that provides value.
But for most businesses, you don’t want to try to target some of the biggest search queries such as: “How did COVID-19 start?” or “Is Coronavirus manmade?” (although I have just slipped them in there!). But you can target COVID-19 terms that target your specific niche or industry.
There’s also other types of content you should be creating about COVID-19. It’s not all just about blogs and videos. Think about updating your FAQ section to reflect the things that specifically pertain to your products and services during the Coronavirus Crisis and the months thereafter.
We’ve been keeping an eye on the SERPs related to COVID-19 and I can assure the results are tighter than they usually are for search phrases and we know Google has been keeping Coronavirus related exploitation out of paid search, so I think we can expect they’ve been doing something similar in organic.
And it’s not just Google who are controlling the types of content you’re allowed to share about COVID, check out the following announcements and information about the following platforms:
There are plenty of posts out there providing information about the types of content to create and I don’t want to spend too long thinking about the content you should and should not create. I think the point is you should be creating some content about the COVID-19 crisis and its impact on your business (as we did at the start of lockdown) and also the impact it’s having on your customers and their products.
We aren’t going to put a hard and fast rule about the amount of Coronavirus related content you should be putting out, but we’re reckoning you shouldn’t be putting out much more than 10%. The bulk of your content should continue to be really valuable content that helps your customers with their basic problems and helps signpost them to your products and services.
If you don’t know how to do this best be sure to get in touch with us and we’ll let you know what kind of content marketing strategy and SEO approach we think you should take for your sector, industry and niche.
Now, I’ve got a bit of a caveat here. There are some mediums and platforms where more COVID-19 related content might be beneficial. For example, you might want to create more COVID content for social media. It’s always important to get the balance right between engaging social media type content that can trigger someone to take an action when they aren’t actively and problem-solving content that people search out in Google. When in doubt create content for Google because you can reutilise the content you’ve created for social media time and time again.
You’re also going to need to create content about COVID-19 to go out on email and you need to think about this a bit differently as well. Your email audience isn’t just made up of potential customers but also all of your past customers and your existing customers. Your COVID-19 content that goes out on email has to factor this in mind and has to work within the loyalty and advocacy phase of the buyer journey. This is crucial and it’s so easy to get this wrong at the moment. So just be careful. And whilst I generally argue using all copy on your website’s blog, I think I’d be cautious about repurposing this for your blog.
And whatever you do, if you’re creating emails about he Coronavirus, make sure they don’t look anything like the phishing emails that have been going out to try to take advantage of people during these testing times.
Ultimately, don’t stop creating content until after the Coronavirus crisis comes to an end. Those businesses that can keep getting content out there whilst everyone else is struggling, are going to be in a better position in the post-COVID world. If you’re tempted to create a load of Coronavirus-related content then don’t overdo it because this will be over soon.
If you figure out the magic COVID-19 related content ratio then feel free to let us know. If you don’t know where to start please get in touch and we’ll help you get your content marketing going.