Until recently, I didn’t take the threat of coronavirus seriously enough.
Last week my husband lost 80% of his earnings, his sister developed a fever and my parents got stuck in Spain trying to return to the UK. As the cases mounted, a feeling of panic grew inside me.
A few nights ago an ambulance appeared outside our next door neighbours house. She’s a charming 85 year old lady, who survived WWII and has lived on the street her entire life.
By the end of last week I felt exhausted with fatigue and worry. I was reading the news constantly, scouring for any sign of hope. Finally I spoke to a GP friend who advised me (as an asthmatic) to stay away from people for the next 12 weeks.
At this point, I went into our spare room and cried. My 5 month old daughter was downstairs eating mushy carrots. I could hear her giggling. I kept thinking about the number of people whose lives would be turned upside down by this virus. People who were vulnerable that were at risk of losing their lives. I thought about my frail dad who survived a cardiac arrest last year.
We are living in odd, frightening times. I’m not ashamed to say that I was completely overwhelmed by it at first.
Now feels like a surreal time to be rebooting my business, but here we are. And it’s an interesting time for digital marketing. I’d like to share my thoughts on where I see content marketing going over the next few months. But overall, I want to say that the pandemic affecting us is a humanitarian crisis. It’s tearing people’s lives apart. So now is a time for togetherness. Whatever that means in a digital age.
Something I’ve always believed in is the power of honesty. Now feels like a weird time to be marketing anything. Perhaps instead, we should focus on sharing the challenges and speaking openly about what we’re going through. There’s power in that.
I was expecting happy faces when school finished today, instead there are loads of P7 pupils crying because all their end-of-school celebrations have been cancelled and they might not see each other again until high school, and now I’m crying too. Next few months will be tough.
— Aidan Moffat (@AidanJohnMoffat) March 20, 2020
Another key factor of the future of content has to be positivity. Much of the news we see now is negative. Frightening people is the last thing anyone wants to do. So let’s shine a light on the good stuff happening. Support our friends and their businesses. Share stories of hope. And do what we can to keep other businesses afloat.
Twitter, please help.
Like many small businesses, they could do with a boost – so if there’s anything you can do, please let him (or me) know.
— Ryan Wallman (@Dr_Draper) March 19, 2020
During the first week of lockdown, friends shared lots of funny videos with me. We were worrying about our sick relatives, bills to pay and the health of our daughter. I couldn’t get on board. But I’m starting to see the value in it now. Perhaps the most powerful tool we have is humour. This is needed everywhere (yes, even LinkedIn) to help people quiet the things that keep them up at night.
If I ever met Jurgen Klopp I’d say “omg if we have a baby we should call it Klipp” just so he’d raise an eyebrow at me and tell me I’m a moron and I’d be so naked by the time he’d finished doing that.
— Laura Lexx (@lauralexx) March 13, 2020
Laugh if you can. Connect with others. Don’t give up.
If you’re feeling at a loss for words, you’re not alone. But there is a place now for content like never before.
People are spending more time online, looking for answers and hope. Let’s bring back content as a force for good in marketing.