{"id":224710,"date":"2020-04-15T08:49:58","date_gmt":"2020-04-15T03:19:58","guid":{"rendered":"https:\/\/www.qcsglobal.com\/?p=224710"},"modified":"2020-04-18T17:10:17","modified_gmt":"2020-04-18T11:40:17","slug":"content-and-coronavirus-how-you-can-differentiate-from-the-masses","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/content-and-coronavirus-how-you-can-differentiate-from-the-masses\/","title":{"rendered":"Content and coronavirus: How you can differentiate from the masses"},"content":{"rendered":"\n
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All coronavirus all the time: that\u2019s what everyone\u2019s content looks like right now. It makes sense, because most digital marketers feel compelled to respond to the crisis.<\/p>\n

However, the proliferation of \u201cconronacontent\u201d also creates a dilemma and a practical problem. There are a ton of me-too listicles and volumes of \u201chow COVID-19 is impacting e-commerce\u201d data circulating. This creates a kind of content din and raises the fundamental question: what should you be creating and how do you differentiate your content when everyone is basically doing the exact same thing? We know content is foundational for SEO success<\/a>, but rising above the rest is easier said than done, particularly now.<\/p>\n

It\u2019s a challenging issue and there\u2019s no single, simple answer. I reached out to a range of digital marketers to help answer this question: Meghan Keaney Anderson<\/strong>, VP of marketing at Hubspot; Casie Gillette<\/strong>, senior director of digital marketing at KoMarketing; Todd W. Lebo<\/strong>, chief marketing officer at Ascend2 and Patrick Reinhart<\/strong>, VP of digital strategies at Conductor.<\/p>\n

I also asked them about non-coronavirus content and whether and how to prepare for the post-COVID future. At the end, I\u2019ve tried to distill their advice into a list of principles.<\/p>\n

Meghan Keaney Anderson, Hubspot<\/h2>\n

At its core, content marketing is about helping audiences solve problems. In recent weeks, we\u2019ve seen countless businesses, employees, and communities face new and unprecedented challenges for which there is no pre-existing playbook. High-quality, relevant content can be invaluable at a time like this.<\/p>\n

We have never witnessed such sudden and dramatic shifts in what audiences need, and we are continually adapting our content strategy in order to be as helpful as possible. Marketers across every industry should try to do likewise. In this rapidly changing environment, content that was hugely helpful to audiences last week may not be relevant to the challenges that next week holds.<\/p>\n

My three pieces of advice to content creators right now are to:<\/p>\n