{"id":63337,"date":"2020-05-25T17:54:34","date_gmt":"2020-05-25T17:54:34","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/content-creation-in-times-of-crisis\/"},"modified":"2025-09-09T23:19:40","modified_gmt":"2025-09-10T02:19:40","slug":"content-creation-in-times-of-crisis","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/content-creation-in-times-of-crisis\/","title":{"rendered":"Content creation in times of crisis: what path you should take?"},"content":{"rendered":"<p>In the&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/what-is-digital-marketing\/\" rel=\"noreferrer noopener\" target=\"_blank\">Digital Marketing<\/a>&nbsp;universe, content production has always been an important tool in developing dissemination actions.&nbsp;<\/p>\n<p>Not only because it is the core of a digital strategy, but <a href=\"https:\/\/pingback.com\/en\/resources\/content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"content (opens in a new tab)\">content<\/a>, for me, has always meant an essential step in the&nbsp;<strong>construction of relationships and transparency between brands and consumers<\/strong>.<\/p>\n<p>When planning the content creation, we seek to answer the questions asked through several queries on the main search engines.&nbsp;<\/p>\n<p>However, in such a&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/value-of-content-marketing-in-uncertain-times\/\" rel=\"noreferrer noopener\" target=\"_blank\">complex and full of uncertainties scenario<\/a>, which is the most important answer your brand can provide, when facing so many questions?<\/p>\n<p>I have separated some of the learnings that I had during the past few months. Gathered in this post they will help you produce the right content for your audience.&nbsp;<\/p>\n<p>In this content, I will address:<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"#content\">Content creation: the moment asks for empathy<\/a><\/li>\n<li><a href=\"#customer\">Strengthening customer relationships through content<\/a><\/li>\n<li><a href=\"#how\">How to define the right content in the current scenario<\/a><\/li>\n<\/ul>\n<p>Keep reading!<\/p>\n<p><a id=\"content\">&nbsp;<\/a><\/p>\n<h2 class=\"wp-block-heading\">Content creation: the moment asks for empathy<\/h2>\n<p>Brands are made of people \u2014 they create, develop, and consume products every day.&nbsp;<\/p>\n<p>In the current crisis scenario we live in, the most important and necessary answers are still in the dark, leaving people and consumers distressed.<\/p>\n<p><strong>The moment asks of empathy, above all.<\/strong>&nbsp;It is necessary to understand questions, anxieties, and pains amid the crisis and the need for sudden adaptation.<\/p>\n<p>It is time to be vulnerable and show in a transparent way that your company, composed of so many people, is full of doubts and anxieties, just like the people you want to reach.<\/p>\n<p>Besides that, it is time to know your consumer and realize how to help soften pains, with the best you have to offer:&nbsp;<strong>your expertise, your team, your tools, and your solutions<\/strong>.<\/p>\n<p><a id=\"customer\">&nbsp;<\/a><\/p>\n<h2 class=\"wp-block-heading\">Strengthening customer relationships through content<\/h2>\n<p>According to Philip Kotler, in &#8220;Marketing 3.0&#8221;, and to Bryan Kramer, in &#8220;Human to Human&#8221;, the way you connect to your consumers is increasingly unique and important.&nbsp;<\/p>\n<p>And this connection happens at the moment that&nbsp;<strong>your actions are focused on the human being<\/strong>&nbsp;as the center of everything.<\/p>\n<p>Content creation in this crisis scenario is essential to reinforce your connection with the consumers, prioritizing humanization, and empathy.<\/p>\n<p>Well-produced content can help your brand to generate more value for the customer, maintain the audience&#8217;s engagement, and strengthen the relationship through your communication, which includes tips, reflections, and pain reliefs.<\/p>\n<p>It\u2019s funny\u2014sometimes the most valuable content has little to do with pitching a product and everything to do with simply meeting people where they are. No one wants to hear yet another bland promise when they\u2019re stressed. They want signs you notice how hard things are and that you\u2019re actually listening. In 2025, that connection often comes from admitting that circumstances change, and so do people\u2019s needs. The brands that get this, at least from what I\u2019ve seen, are the ones audiences stick with long-term.<\/p>\n<p><a id=\"how\">&nbsp;<\/a><\/p>\n<h2 class=\"wp-block-heading\">How to define the right content in the current scenario<\/h2>\n<p>The content creation plan involves understanding the context of the company, its short and long term goals, who are your consumers, and what their main pains are.<\/p>\n<p>In a crisis situation, the focus still remains on the company-customer relation.&nbsp;<\/p>\n<p>But now it is also necessary to&nbsp;<strong>offer content that helps the reader adapt their routines and seek answers and solutions to new necessities<\/strong>.<\/p>\n<p>The right content will help customers&#8217; immediate needs, especially those related to their segment and expertise.&nbsp;<\/p>\n<p>In order for this to happen, it is very important to understand the factors below.<\/p>\n<h3 class=\"wp-block-heading\">Your brand positioning<\/h3>\n<p>The positioning of your brand in the current scenario is crucial for your content strategy.&nbsp;<\/p>\n<p>The crisis moment leads us to pay more attention to those who are willing to adapt, reinvent themselves, and make the difference, going beyond commercial benefits.&nbsp;<\/p>\n<p>Consumers are aware of the positive impact that your brand will generate.<\/p>\n<p>But let\u2019s be fair\u2014sometimes, even after all the planning and research, you still end up guessing a bit. Audience feedback isn\u2019t always straightforward; people can say one thing in surveys and do another entirely when it comes to what content they engage with. You wind up learning a lot from watching what actually resonates: which articles get shared, which posts spark comments, and which videos just flop. Don\u2019t ignore those moments. They\u2019re pure gold for figuring out what matters now, instead of what used to work last year or the year before.<\/p>\n<h3 class=\"wp-block-heading\">The relevance of the content<\/h3>\n<p>According to Think with Google, searches related to the term &#8220;at home&#8221;&nbsp;<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/pt-br\/tendencias-de-consumo\/o-que-sabemos-ate-agora-sobre-a-mudanca-de-comportamento-do-brasileiro-no-youtube-durante-o-isolamento\/\" rel=\"noreferrer noopener\" target=\"_blank\">have increased by 123%<\/a>&nbsp;since March.&nbsp;<\/p>\n<p>The article also explains the quarantine journey, which presents three growth fronts:<\/p>\n<ul class=\"wp-block-list\">\n<li>the search for a balance between mental health and information about the current scenario;<\/li>\n<li>ideas for adapting the new routine at home;<\/li>\n<li>understanding the impacts of the crisis on society.<\/li>\n<\/ul>\n<p>Therefore, seek to understand how your authority and your market expertise can&nbsp;<strong>provide relevant information and make the customer&#8217;s life easier<\/strong>&nbsp;at this moment.<\/p>\n<p>This can be done through educational content related to concepts, explanations of different impacts, and other suggestions suitable in the client&#8217;s routine.&nbsp;<\/p>\n<p>Think, for example:<\/p>\n<ul class=\"wp-block-list\">\n<li>What are the tips and ideas you can offer to help the user adapt to new routines?<\/li>\n<li>How can you answer questions?<\/li>\n<li>How about sharing what you have been doing to contribute during the current crisis?<\/li>\n<\/ul>\n<p>Here are some examples that may help understand the creation of relevant content:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>in the civil construction and architecture segment:<\/strong>&nbsp;offer content on decoration, organization, and cleaning of spaces, room renovations, and so on;<\/li>\n<li><strong>in the financial and loans segment:&nbsp;<\/strong>help the reader to analyze and adapt their budget, talk about new income opportunities, and approach other topics related to financial education;<\/li>\n<li><strong>in the tourism segment:<\/strong>&nbsp;give ideas of activities, movies, tips, recipes, among others.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\">What the customer really wants<\/h3>\n<p>Try to evaluate your main communication channels with the user and talk to the commercial team to&nbsp;<strong>understand the needs of the public<\/strong>.<\/p>\n<p>Ask, through social networks and surveys, the great doubts and pains of the public and try to find out if your content is being useful. Thus, you will be able to understand if the created material is really relevant, which will allow you to adapt the strategy over time.<\/p>\n<h3 class=\"wp-block-heading\">Where is your audience<\/h3>\n<p>Social distancing has forced communication almost exclusively through&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/digital-marketing-channels\/\" rel=\"noreferrer noopener\" target=\"_blank\">digital channels<\/a>.&nbsp;<\/p>\n<p>According to an analysis by the New York Times, content consumption increased by&nbsp;<a href=\"https:\/\/www.nytimes.com\/interactive\/2020\/04\/07\/technology\/coronavirus-internet-use.html\" rel=\"noreferrer noopener\" target=\"_blank\">27% on Facebook 15.3% on YouTube<\/a>&nbsp;during the quarantine.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img data-opt-id=1530851916  data-opt-src=\"https:\/\/s3.amazonaws.com\/scribblelive-com-prod\/wp-content\/uploads\/sites\/4\/2020\/05\/dados-facebook-e-youtube.png\"  decoding=\"async\" src=\"data:image/svg+xml,%3Csvg%20viewBox%3D%220%200%20100%%20100%%22%20width%3D%22100%%22%20height%3D%22100%%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%3E%3Crect%20width%3D%22100%%22%20height%3D%22100%%22%20fill%3D%22transparent%22%2F%3E%3C%2Fsvg%3E\" alt=\"facebook data over quarantine\" class=\"wp-image-12970\"\/><\/figure>\n<\/div>\n<p>Therefore, it is important to review your&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/strategy-models-for-marketers\/\" rel=\"noreferrer noopener\" target=\"_blank\">marketing strategy<\/a>&nbsp;and social networks and adapt them to&nbsp;<strong>allow content consumption in several channels<\/strong>.&nbsp;<\/p>\n<p>Try to stay close to the consumer exactly where they are, not only offering content but also looking for ways to engage and understand them.<\/p>\n<p>Want to know more about the role of Content Marketing in times of crisis? Then take the opportunity to check out&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/pingback.com\/en\/resources\/value-of-content-marketing-in-uncertain-times\/\" target=\"_blank\">the value of content marketing in uncertain times<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/resources.rockcontent.com\/past-present-future\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-opt-id=506745812  data-opt-src=\"https:\/\/s3.amazonaws.com\/scribblelive-com-prod\/wp-content\/uploads\/2020\/07\/Ebook-Past-present-and-future.png\"  decoding=\"async\" src=\"data:image/svg+xml,%3Csvg%20viewBox%3D%220%200%20100%%20100%%22%20width%3D%22100%%22%20height%3D%22100%%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%3E%3Crect%20width%3D%22100%%22%20height%3D%22100%%22%20fill%3D%22transparent%22%2F%3E%3C%2Fsvg%3E\" alt=\"Past, present and Future - Promotional Banner\" class=\"wp-image-13563\"><\/a><\/figure>\n<\/div>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the&nbsp;Digital Marketing&nbsp;universe, content production has always been an important tool in developing dissemination actions.&nbsp; Not only because it is the core of a digital strategy, but content, for me, has always meant an essential step in the&nbsp;construction of relationships and transparency between brands and consumers. When planning the content creation, we seek to answer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":55299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-63337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content creation in times of crisis: 3 tips to consider in your plan<\/title>\n<meta name=\"description\" content=\"Content creation is always a good strategy, but how to adapt it to times of crisis?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pingback.com\/en\/resources\/content-creation-in-times-of-crisis\/\" \/>\n<meta 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