Crises can be caused by different factors but regardless of their nature, they have one aspects in common: their unpredictability.
2020 taught us difficult lessons in this regard. Overnight, companies had to change their routine, modify work processes and adapt quickly to survive the challenges triggered by a pandemic.
Business models were revised, physical events migrated to digital platforms and factories started to produce items that were not even part of their portfolio. As a brand, how to deal with these unexpected events, which bring significant disruptions like the ones we are experiencing right now? The answer involves planning that integrates different initiatives and different sectors of a company. But, of course, it also involves the production of strategic content to efficiently communicate the brand’s purpose and, above all, transform that purpose into actions that offer solutions to the problems of its audience. So how should the brand communicate in a crisis scenario? What’s the best content strategy to maintain relevance, build value and make a difference in your customers’ lives?
First step: adapt the speech
If brands are like people, their communication must be humanized. This can never be lost sight of. Therefore, in a context of crisis, it is essential to adapt the language in your channels. Forget the sales pitch, this is not the time. You need to follow changes quickly and demonstrate empathy in your tone of voice to truly connect with people.
Understand your audience’s needs and emergencies
That’s what consumers are waiting for: coherent, transparent communication that brings practical results to their lives. A survey carried out in March 2020, by the market intelligence company Kantar, pointed out what were the expectations of Brazilians in relation to brands at that moment of social isolation. The results are a guide to driving the content strategy:
78% of consumers want to know what brands are doing to help their employees;
75% want to be informed about initiatives to help communities;
71% want to be informed about what brands are doing for the benefit of their own audience;
82% believe companies must communicate their values at this time;
71% of consumers said that brands shouldn’t take the time to promote their business.
Content must be strategic to be efficient
Once you understand your audience’s needs, there is only one way to efficiently deliver this information: quality content. And it must be developed in the most appropriate formats and channels, through a well-planned strategy, with short, medium and long-term actions that offer people what they want: knowledge and educational tips to facilitate their routines and help with their business, according to the purpose of each brand, of course. This is how a brand gets even closer to its audience and becomes a reference. When everything passes and the crisis is over, consumers will continue to turn to your brand and, above all, trust it.