Since the coronavirus hit earlier this year, it’s hard to go anywhere without hearing about it. It’s all over your social newsfeeds, companies everywhere are releasing coronavirus support landing pages on their websites (yes, including us) and you’re always eagerly awaiting the next update about the loosening of lock-down restrictions.
Sure, we’re all talking about it, but how are you meant to go about writing about it? Whether you’re a copywriter, a content marketing professional, a blogger or an SEO, it’s important to adjust your copywriting techniques to the realities of the coronavirus pandemic.
From perfecting the ideal tone of voice to maintaining accuracy, here are some copywriting guidelines you can use during the coronavirus outbreak from the content marketing experts here at Passion Digital.
Adapt Your Strategy
During these times, it’s important to make sure that the content you’re producing is relevant, useful and sensitive. For example, if you’re a business trying to sell a product or service, now may not be the best time to produce scarcity-driven content that says things like Order now before it’s too late! or Limited spots are left, so book now! It’s likely that this approach won’t resonate with your customers, who will probably be worried enough already about their careers, health and family.
It’s also important that businesses modify their content strategies to fit the current climate – especially those in the travel industry. We helped one of our travel clients, Teletext Holidays, in this regard. While it wasn’t safe to encourage people to travel during the heights of the pandemic, we found lots of other ways to create relevant content that was responsible, useful and most of all: entertaining.