In response to the COVID-19 pandemic, we've seen numerous brands creating content about what they're doing from an operations perspective, and how their customers can stay safe.
Talking to your customers through content during a crisis isn't self-serving—it's necessary. However, for it to be effective, it has to provide value. That means listening to the needs of your customers.
To help you figure out how to craft your own content, we've collected high-quality content examples about COVID-19 from some of the world’s largest brands. Review them and use it to inform your own COVID-19 content strategy.
Johnson & Johnson
The Johnson and Johnson crisis management strategy focuses on relaying the latest news and information from within a dedicated content hub. Their piece, titled “What You Need to Know About the Latest on the Coronavirus—and a Potential Preventive Vaccine,” details the start of the pandemic, its evolution, and the steps Johnson & Johnson is taking to help discover a vaccine.
Consumers can also learn how Johnson & Johnson is supporting coronavirus relief efforts with their article, “By the Numbers: 6 Ways Johnson & Johnson Is Helping Support Coronavirus Relief Efforts.”
These pieces of content are high-quality content examples that establish Johnson & Johnson as a brand people can rely on during this crisis.
Walmart is also going to great lengths to provide consistent, reliable crisis communications. In an email to their employees, Walmart addressed the coronavirus concerns and issued their “Coronavirus Update and Travel Guidelines” memo, which they then posted online to their newsroom.
In another memo, Walmart outlined their stance on international travel and highlighted their benevolent efforts to help those impacted by COVID-19 in China. This information is also available in their newsroom. By keeping this repository of communications accessible to all, Walmart is building a content hub that will serve them throughout the duration of the crisis.
The Delta Airlines crisis management strategy centers around reassuring customers that they're taking every precaution to ensure safe travel. On their content hub, they shared on article called “5 things customers can do to stay healthy when flying” that provides actionable advice. They also shared a post explaining how they're waiving change fees and allowing for flexible fee waivers.
Delta’s Chief Customer Experience Officer, Bill Lentsch, released a letter and a video where he explains the measures the airline is taking, and describes their past commitments to safety during the Ebola crisis.
All of this content is reassuring to customers who have grown weary of travel during this uncertain time, while positioning Delta a trustworthy company that has their customer's best interests at heart.
Starbucks' crisis management strategy is rooted in brand storytelling. In their piece, titled “One global company’s steps to navigate COVID-19 in China – and the lessons learned,” they follow the journey of two Starbucks executives and the tough decisions they've had to make during the crisis—and how those decisions made the company stronger.
This is a unique and personal way of fostering a connection with your target audience, as it makes them feel like they're going "behind the scenes." In turn, they'll look at your brand as more authentic and trustworthy.
Starbucks has also created content around what they're calling the “Contactless Starbucks Experience,” in which customers place their orders digitally to avoid human contact. This initiative, and the content about it, is another great example of putting your customers first during a crisis.
This is a trying time for businesses. But people are looking for answers, and large companies are actually in a position to provide some. We'd submit that it's actually imperative your company provide reassurance and leadership during this time, as that will foster brand affinity during a time when consumers aren't necessarily thinking about buying anything.
And of course, the best way to do so is through content.
We hope these content examples we've shared have helped inspire you. Consider how your brand can provide help and comfort during this time. What do your customers want to hear from you? What element of this crisis pertains to your business?
If you find you have something to say, now's the best time to do it. If you can be a valuable resource during a difficult time, your customers will remember it. That could help your business bounce back faster once the crisis has passed.
If you are a nonprofit or brand issuing corporate communications about the coronavirus, you may be eligible for the Knotch platform donation program. Learn more.