Marketing Tips: Content is king for businesses during COVID-19

At Yachting Pages Media Group we are passionate about marketing – we love to help businesses flourish and fulfil their potential. It’s what we do.

We understand the predicament businesses currently find themselves in. The world is in the midst of a global pandemic and economies are grinding to a halt. It’s a difficult time and careful decisions are being made by business owners to ensure they can begin operations again as quickly as possible.

Man working on laptop

In these uncertain times one thing remains sure, however: marketing is key – even in a crisis. With this in mind, we’ve decided to share some key marketing tips and advice in a new series of articles, specifically designed to help you help your business during these challenging times.

In the third article of the series, we discuss the advantages of content writing and how it can help your business during COVID-19.

Content is always king

For a lot of businesses, just having a landing page online is ‘enough’. They figure it’s enough to inform people about what they do and enough to convince them to convert. Easy as that, job done. Unfortunately, that’s not the way it works. Competition is fierce and you need to be proactive in standing out from the crowd. You can’t gain an advantage by doing the bare minimum; you have to be innovative and continue to give people more.

Your website needs to offer more than just a few basic pages of information. It needs to ooze personality and entice users to covert.

What can help you achieve this? Content. Lots of content.

Why should I write content for my website?

Content is a fantastic tool for a number of reasons. Not only can it help you to rank for the keywords relevant to your business (the products or services you want to be found for on Search Engine Results Pages [SERPs]), which gives you with much greater visibility, but it also informs users that you are an authority on a subject.

Lightbulb moemnt whilst writing

These are big wins for businesses and can give you an edge on your competitors.

As we established in our third tip last week, however, it isn’t just informative content that can will serve you well. Personable content can be equally successful for businesses, but in a slightly different way. Where this form of content comes into its own is on social media – it’s easy to promote, gives your brand some personality and can be adapted across all social platforms with relative ease.

The end result is the same as any content article, though: Getting users on to your site.

Content to rank on SERPs

The prospect of writing content may seem daunting to you, but it needn’t be. You know what your business does – and what it’s good at – and that’s the basis of any article. All you have to do is communicate your knowledge and expertise to readers.

The key is to have an idea of the keywords you want your business to rank for, and think up ideas for the type of article you could write for each of them.

For example, if you’re a masseuse you could write about massage techniques for back pain, or if you’re a provisioning company you could write about the best local ingredients. Essentially, you write about what you know.

Content written on laptop

Of course, there has to be a degree of realism when you publish content. You are competing with businesses around the world who are trying to achieve exactly the same feat as you, so the chances of ranking first on Google is highly unlikely (but not impossible!). But that’s not to say there’s no value in doing it.

You might just have to be creative with how you word/phrase your article – in line with the search phrases that users type into Google. There are a number of online tools that can help you to establish this information, and most of them offer a free trial.

And it’s worth remembering: Even if an article doesn’t make it on to the first page on Google (or any other search engine) it can still be used on social media. Following the same premise as personable content, you can use these articles on Facebook, Twitter and LinkedIn to draw your followers on to your website. That’s exactly where you want them to be.

Engaging with users regularly is an important part of social media and content marketing, so the larger your library of articles, the better. You never know when a follower may be in need of a product, so popping up on their timeline can be the gentle, subliminal nudge they need to come on to your website and convert.

How much content should I write?

There’s no hard and fast rule for the number of content articles you should have on your website. It’s up to you and depends on a number of factors, including how much free time you and your team have and what topics you could realistically cover.

Time isn’t an issue right now, which is why it’s the perfect time to invest in content writing if you haven’t already. It may seem like hard work, but it has a range of benefits for your business that you would be missing out on otherwise.

Person typing on laptop

Personable content for social media

As we touched on last week, personable content is the perfect way to engage your social media followers at a time like this. It’s not the sort of article that is likely to rank on Google or other search engines, but it will do your business favours in other ways.

For a start it gives your brand some personality, which is what immediately appeals to customers, and it helps you to remain relevant. If you’re seen to be active on social media, providing welcome distractions and escapism from the endless coronavirus coverage appearing on people’s timelines, they will remember that when they come to purchase again. Customers love to be made to feel good by businesses, and by writing personable content your business can impart this feeling on them.

The topic of the content can be anything, regardless of whether it’s specific to your business or industry. The key is that it’s about a subject that people are interested in or entertained by – that’s what is going to encourage them to click through to your website.

You could go for ‘the best shows on Netflix’, ‘the homemade meals everyone must try’ or ‘hobbies to master during lockdown’. Any of these – or a variation of them – is exactly the type of personable content that social media users are instantly drawn too. If you notice any of your competitors have written an article, make sure you don’t opt for the same topic; if their followers follow you, they’re less likely to click on your article if they’ve seen it promoted by a different brand already.

Personable content represents the perfect Employee Generated Content (EGC). If you have staff that are itching to be productive but have little to do, this could be the perfect task for them to undertake. They’re likely to have lots of opinions on Netflix shows, food and hobbies, so they’re the perfect authors for this kind of article!

Update existing content to give it a refresh

If you already have content on your website, we would strongly recommend that you update this regularly.

Obviously things can change quickly and information can soon become out of date, so updating articles allows you to keep on top of anything that may no longer be accurate.

It can also help to improve the ranking and SEO performance of an article. Giving the text a tidy up, updating the images and adding new elements (be it video or links) can be enough for Google to index your article favourably and place it higher in its rankings than it was originally. On the flip side, if you do a poor job in updating the article and copy text from another source, Google certainly won’t give you a boost; in fact, it could even penalise you. Make sure you undertake this task when you have enough time to commit to it properly.

For more marketing tips and insight, explore our Marketing During COVID-19 library of articles and guides.

Find out about marketing with Yachting Pages on, the Yachting Pages App, Yachting Pages Print and Yachting Pages Marketing Services.

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