In a matter of weeks, the content writing world––along with the rest of the world––has changed. In many ways, content has become more important than ever because businesses are connecting with their customers virtually. Stores are shuttered, and business is down, which is why retailers and other businesses are finding new ways to connect with potential customers and drive sales.
As a content writer, I’m already seeing the effects that the pandemic is having on work––both availability of work and content needs. The good news? Content orders are rolling in quickly because, for now, businesses know that a strong virtual presence is essential. Without it, there’s no effective way to connect with customers. The challenge? Content has to cater to the current circumstances, while keeping customers’ budgets in mind.
Here are a few content writing tips during this unprecedented time:
Tone matters. Strike a balance between being overly cheerful and downright pessimistic. Your content should be cautiously optimistic and encouraging, while still recognizing the challenges that we’re all currently facing. A “business as usual” attitude may turn customers off.
Skip the standard seasonal content. Summer is approaching, so we’re usually writing about how we’ll entertain the kids this summer or what fabulous vacations we’ll go on. This year, kids are already stuck at home and so are we––with no vacations in sight. Your content doesn’t specifically have to talk about the pandemic, but it should be written with it in mind.
Think outside your standard content needs. Perhaps you’re a retailer that usually sticks to the basics like category page content and product descriptions. Consider enhancing your content to connect with potential customers in new and engaging ways. A blog, for example, allows you to address the current situation, keep customers updated, and show how your products are still important during this time. Developing social media content is an effective way to communicate right now, too.
Let’s keep writing, keep connecting, and keep going. Feel free to reach out with any content writing questions or needs!