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For less than the second time in over 5 years, I didn’t publish a put up right here final week. Over the previous few weeks, I’ve discovered it more and more troublesome to create posts that I really consider are well timed, related, and helpful for my readers.

The explanation for my problem is COVID-19, the illness attributable to the novel coronavirus. A method that I hold myself on an everyday writing and publishing schedule is to all the time have a number of subjects lined up for future posts. So when February started, I had already recognized what I assumed on the time had been a number of stable subjects.

However over the previous two months as we’ve got been bombarded with destructive COVID-19 information on a each day if not an hourly foundation, the subjects I used to be writing about started to really feel, properly, nearly trivial in mild of unfolding occasions.

After I work with shoppers to develop advertising and marketing content material, I stress that a very powerful attributes of fine content material are relevance and usefulness. The core concept is that your content material must be useful to your prospects and prospects.

My objective for this weblog has all the time been to supply helpful info and thought-provoking concepts, however the enterprise and financial repercussions of COVID-19 have basically modified what constitutes “helpful” and “thought-provoking,” at the very least within the brief time period. Due to this fact, the content material of this weblog goes to be completely different for the subsequent a number of weeks.

Because the COVID-19 pandemic continues to unfold, entrepreneurs might want to quickly adapt their methods and techniques to satisfy altering enterprise situations. Time will turn out to be a treasured commodity, and plenty of entrepreneurs will discover it troublesome to maintain up with all the data that may very well be important for making sound enterprise and advertising and marketing selections.

A part of my work has all the time concerned discovering info and insights from sources that the majority entrepreneurs wouldn’t routinely encounter and making that info extra accessible to the advertising and marketing group. One of these info will play a bigger position in my posts for the subsequent a number of weeks.

A few of my posts will tackle subjects that do not straight relate to the day-to-day follow of selling. However throughout this era, it is essential for advertising and marketing leaders to play a central position in formulating their firm’s strategic response to COVID-19. Due to this fact, one among my goals can be to determine and talk info that can assist advertising and marketing leaders fulfill this important position.

On this put up, I need to present just a few fundamental common sense tips for speaking with prospects and prospects in the course of the COVID-19 outbreak. These tips usually are not earth shattering, and they’re removed from exhaustive. However they do present an excellent start line.

Present Related, Helpful, Well timed, and Concise Data


I’ve already alluded so far, however its significance can’t be overstated. Each communication you ship, and each content material useful resource you publish must be measured by these important attributes. Throughout a troublesome interval, the best method to strategy content material improvement and communications is to consistently ask:  “What info do our prospects want proper now?” Relevance and usefulness are all the time important for good content material, however they’ve a shorter shelf life throughout a disaster interval.

When stress and uncertainty are excessive and time and a spotlight are restricted, it is also essential to make use of clear and exact language and to make communications as concise as potential. Make your content material straightforward to scan through the use of bullet factors and headers to focus on essentially the most important info.

Keep away from Promotional Content material


For the subsequent few weeks, prospects and prospects can be particularly delicate to something that smacks of name opportunism. Due to this fact, keep away from utilizing any messages or content material that’s self-serving or promotional in tone or substance. After all, there will be exceptions to this guideline. For instance, I’ve already obtained at the very least a dozen emails from SaaS software program corporations providing free use of their apps for pretty important durations of time. If your organization has determined to supply prospects and prospects with one thing that has substantial, out-of-the-ordinary worth, it is each mandatory and applicable to speak that supply.

Keep Linked to Clients


The extent and contours of the COVID-19 epidemic are altering every single day, and that can probably proceed for the subsequent a number of weeks. Because the scenario evolves, buyer wants and attitudes may even change. So it is vitally essential for firm leaders to hear intently to prospects all through this occasion. For many corporations, the listening will essentially be casual. Now will not be the time to run a big survey, and in-person focus teams are an apparent no-no. However by persevering with to speak with and take heed to prospects and prospects usually, enterprise and advertising and marketing leaders can get worthwhile insights on the way to talk successfully.

Illustration courtesy of William Allen through Flickr CC.

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