Even in the digital marketing industry, which prides itself on agility and adaptability, the escalating menace of the novel coronavirus pandemic was something very different.
Collectively, we’re pretty adept at devising new strategies and tactics when Google or Facebook rolls out a major algorithmic update. So, we were fairly well prepared to respond quickly and effectively to the coronavirus pandemic—as long as we recognized that COVID‐19 wasn’t an algorithm change.
In fact, it’s still having a bigger impact on our organizations today because post‐pandemic changes in consumer behavior are still changing content marketing strategies and plans more than the Google Panda and Facebook Apocalypse updates did put together.
This particular crisis represented a unique opportunity for content marketers to help craft their company or clients’ coronavirus response—if they were bold enough to seize it.
For example, they needed to have a more favorable attitude to change than most of their colleagues in digital marketing to propose that their small and underfunded content marketing team would create and optimize several new blog posts that tackled a new set of topics that weren’t in the editorial calendar that had been created in late 2019.
Why? Because it was safer to stick to the plan.
And they needed to overcome obstacles to get a seat at the table—especially at a time when many members of their organization’s digital marketing team were working remotely. Once content marketers had a seat at the table, they needed to come up with innovative plans.
Why? Because there was no off‐the‐shelf solution.
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