Adapting Your Content Approach During COVID-19

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Head of Copy, Jamie Roberts, outlines his five-step content action plan that you can implement for your onsite and offsite strategies to make sure your website is in the best place possible throughout the current pandemic.



1. Optimise your website’s content

The quickest way to get a boost in your search visibility rankings is through on-site optimisation.

With ‘business as usual’ changing across the UK, this type of transformation project is ideal to prioritise while a huge percentage of us are at home and spikes in web traffic are occurring.

Optimising your web pages correctly (both text and images) will provide a long-term boost in your website and business’ visibility and help you move up search engines’ rankings.

2. Update your website’s FAQ section

Does your site have an FAQ section? If so, is it up to date? If not, create one!

Use your FAQs to highlight any changes to business or trading conditions, and to offer reassurance around changes made since the impact of COVID-19.

You can also use tools such as Answer The Public to see what your users are searching for and provide valuable and trustworthy information.

3. Create insightful blogs

Blogs are a great way to enhance your reputation and authority, and to help you gain organic traffic.

With the current situation, people are searching for answers to the previously unknown. Use your blog to share important insights and advice with your audience.

People remember authoritative and helpful figures in times of crisis. You can make sure your name is at the forefront by pushing out informative and relevant posts.

4. Share your on-site content on social platforms

Ensure you utilise your social platforms during the pandemic.

Push your relevant blog posts and FAQs – as well as evergreen content – and become your target audience’s go-to source.

Social media is full of ‘misinformation’ during the pandemic, so be sure to push empathetic, trustworthy, and insightful content. This will help enhance your brand image and increase traffic directed through to your site.

5. Be cautious of your content and its tone

It goes without saying that this is a sensitive matter and your content approach should be treated with caution and empathy. You DO NOT want to look like you’re profiteering.

Always do the ‘right’ thing. If you think your content may lead to a fallout, avoid it because it probably will.

As with any content, make sure it’s informative, helpful, and the truth to avoid damaging your brand’s reputation.

If you need any further support or information then do not hesitate to contact the Mediaworks team.

Thank you. Stay safe.


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