COVID-19 has completely altered the way brands are engaging with their customers. Many have pivoted to offering guidance and comfort during this uncertain time.
COVID-19 underscores the importance of good crisis communications. With the right content strategy in place, brands can offer relevant and effective content to those who need it most. Research from a 4A’s survey revealed that 56% of consumers said they're interested in how brands are helping communities in response to the coronavirus pandemic.
But to make sure you're hitting the mark with your COVID-19 comms, you need to be measuring the effectiveness of your content. Here are five examples of brands measuring the effectiveness of their COVID-19 content, and how their efforts are paying off.
Mastercard, Wellcome, and the Bill & Melinda Gates Foundation are teaming up to fund COVID-19 research, Together they're committing $125 million to the COVID-19 Therapeutics Accelerator.
This is an example of brands using their resources for a greater cause, which can build brand loyalty. To find out if that's the case, Mastercard is evaluating how readers are engaging with their press release via the Knotch Content Intelligence platform.
As part of their global response to the pandemic, Walmart pledged $25 million to the COVID-19 relief effort. Their dollars will go toward supporting the prevention, protection, and management efforts of COVID-19.
They're measuring the effectiveness of the content by asking readers how likely they would be to recommend Walmart to a friend.
Many of us are leaning on our pets for comfort during this crisis. Petco’s COVID-19 resource center provides helpful information on how to protect your pets. Measuring the helpfulness of their resource center is important for PetCo so they can be certain they're answering their audience's most pressing questions.
Ally is offering expert insight into how COVID-19 is impacting financial markets. Their content piece, “Our Perspective on the Coronavirus Correction” serves as a showcase of their authority and trustworthiness. Measuring this content helps Ally understand what consumers really need right now, and how Ally can continue to service them.
TriNet offers resources for small business owners on unemployment, paid sick leave, the federal stimulus plan, and more. Their tailored approach shows they are tuned in to what their customers need most. Others can learn from their approach, which prioritizes utility and sympathy over sales.
The way brands communicate during crises can have lasting effects on their brand perception. As marketers utilize content to help and support their brand's customers, it’s more important than ever that they measuring content effectiveness to understand just how consumers are responding to their content. These 5 brands measuring content effectiveness are gaining quality feedback that is imperative for informing their future strategy.