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#ContentCircus 1-19-21 Recap: How Do You Create Content When Your Business Is Closed Due to Covid

We had another fantabulous #ContentCircus on Twitter last night on the topic of How Do You Create Content When Your Business Is Closed Due to Covid. I wanted to share some of the takeaways. For further reading, check out yesterday’s prep post:

 

So the problem that a lot of content creators are having now that their business is closed or limited to the public, is that they aren’t sure how to adjust the content they create. My advice is to focus on content that goes ‘behind the scenes’ or ‘backstage’.  Content that gets into how your business is run, why it is run the way it is. We talked more about this last night:

 

 

Focusing on such content does two things: It appeals to our love of nostalgia, but it also helps educate customers on how long your business has been around. And even if your business isn’t that old, creating content from the owner’s point of view is still helpful, It helps the customer understand who the owner is and why the business is so important to them.

 

This type of ‘under the hood’ content is great for educating the customer on the product creation and packaging process, and for helping them appreciate its value. Obviously, you don’t want to give away any proprietary secrets or anything of the sort, but you can give customers a better sense of how your business is run. That helps establish your expertise as well as create trust with your customers.

 

When creating content that focuses on your employees, you just want to give your customers a better sense of who these people are.  You can talk about what they like about working for you, which products they enjoy making. Or even give them a chance to talk about themselves, their hobbies, how they are adjusting to covid, etc.

 

And finally, just as you created content that highlights your employees, you can create content that showcases your customers. Focus on your most loyal customers, give them a chance to share their story. And that’s another point worth mentioning:  If you’ll notice all four of these areas of content are really dealing with storytelling. Telling the story of the history of your business. Or the story of how your products are made, or the stories of the people who make them, the people that buy them. So don’t think of this as new types of content that you will ditch once your business fully reopens, storytelling is a wonderful art to learn and it leads to amazing content!

 

So that was our #ContentCircus for last night. You can check out the entire conversation here.  Hope you can join us next Tuesday at 7pm on Twitter for the next #ContentCircus!

About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.