Shifting Your Brand’s Content Strategy During COVID-19

Content strategy during COVID-19 is no longer just about promotion—it’s about connection, compassion, and clarity. As the global pandemic reshaped lives, economies, and consumer behavior, brands had to reimagine how they communicate with their audiences.

In this article, you’ll learn how to evolve your brand content strategy with empathy, actionable insights, and long-term value. Whether you’re a small business owner, digital marketer, or brand strategist, these proven steps will help you connect meaningfully during uncertain times.

Why Your COVID-19 Marketing Strategy Needs to Evolve

COVID-19 disrupted every industry. From canceled events and supply chain hiccups to remote work and reduced spending, brands had no choice but to pivot. A traditional sales-heavy approach no longer resonates. Instead, consumers expect transparency, empathy, and utility in the content they consume.

According to a 2020 Edelman Trust Barometer, 71% of consumers said they would lose trust in brands that put profits before people during the pandemic.

1. Reevaluate Your Brand Messaging for Sensitivity

Now more than ever, your tone matters. Review every piece of content—scheduled or live—for potentially insensitive language or outdated assumptions. For example, talking about “Easter brunch with friends” might seem harmless, but can appear tone-deaf during lockdowns.

• Pause or edit automated campaigns.
• Replace salesy copy with supportive messaging.
• Include human, empathetic language.

Tip: Run all content through a “human filter”—would it feel helpful or intrusive to someone dealing with personal loss, illness, or job insecurity?

2. Double Down on Community Engagement

Your audience is spending more time online—and often feeling more isolated. Now is the ideal time to build or strengthen your community through online interactions.

Ideas to Foster Online Engagement:

• Host live Q&A sessions or webinars.
• Create online events in place of canceled in-person ones.
• Use Instagram Stories or polls to engage followers.

Encourage user-generated content (UGC) to empower your audience to be part of your brand’s narrative.

3. Shift Toward Helpful, Evergreen Content

Instead of short-term promotions, invest in long-term value through evergreen content. Topics that remain useful over time not only serve your audience but also enhance your search engine rankings.

Examples of Useful Evergreen Content:

• “How to Work Productively from Home” guides
• DIY and tutorial videos
• Wellness and mental health tips for remote workers

This not only aligns with the user intent during a pandemic but also improves your site’s overall E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) as emphasized in Google’s Search Quality Evaluator Guidelines:contentReference[oaicite:0]{index=0}.

4. Emphasize Transparency in All Communications

During uncertain times, clarity and honesty are critical. Be upfront about delays, product availability, or service limitations due to COVID-19. If your hours have changed or your team is operating remotely, say so. Transparency builds trust—and trust builds brand loyalty.

5. Leverage Empathy in Digital Marketing During the Pandemic

Empathy must underpin every touchpoint in your COVID-19 marketing strategy. Focus on being helpful, not opportunistic. Offer support and resources, even if they don’t directly lead to conversions.

Consider offering:

• Free trials or extended subscriptions
• COVID-19 related discounts or relief pricing
• Resources for mental health and wellbeing

6. Reframe KPIs for the COVID-19 Era

Instead of focusing solely on revenue, brands should start measuring engagement, retention, and sentiment. Look at:

• Email open and click-through rates
• Social shares and comments
• Survey feedback and NPS (Net Promoter Score)

Brand goodwill during crisis moments can yield long-term benefits, even if short-term gains are minimal.

7. Examples of COVID-19 Brand Content Strategy Success

Several companies have set excellent examples of adjusting their marketing strategies during COVID-19:

• LinkedIn: Offered free learning resources and courses related to remote work and productivity.
• Zoom: Made video conferencing free for schools globally.
• Lush: Encouraged hygiene by allowing walk-ins to wash hands at stores, even before local mandates.

These are not just PR wins—they reflect a deeper alignment with audience values.

8. Continue Evolving Post-COVID

As the world transitions through phases of recovery, your brand’s content strategy should continue evolving. The pandemic highlighted a truth that will outlast it: People want brands to be human.

Carry forward the lessons learned. Keep empathy, value, and community at the core of your digital marketing.

Conclusion: Why Your Content Strategy During COVID-19 Matters

**Content strategy during COVID-19** has proven that connection trumps conversion. Audiences want to know that brands are listening, adapting, and caring. By embracing empathy, promoting community, and prioritizing helpful content, you can foster long-term loyalty.

Now is the time to humanize your brand and stand out—not just with words, but with values and actions.

Need help aligning your content strategy for uncertain times? Reach out to us today for a content audit and strategy session.