As you know and are experiencing, many people are stuck inside these next few weeks, and their lives are undergoing massive disruption in many other ways. Schools have been shut down, people are being told to work from home, people are losing their jobs, regular activities and events are being canceled or postponed. Most people have been impacted one way or another by the coronavirus pandemic and are struggling with what steps to take next.
We are all just navigating this the best that we can. Knowing that there is an increasing desire to help others in a myriad of ways, if you have any helpful tips and recommendations, we believe it’s in everyone’s best interest to share!
AdThrive COVID-19 coverage
Click here to browse all of our posts about the effects of the coronavirus pandemic on the digital media industry.
Important things to keep in mind if you’re writing about COVID-19
Consider content needs
There are many different issues that people are facing, from how to prepare for quarantines to how to work from home and occupy children who are no longer in school.
Recommendation: Check out some of the below topics. Think about how you are uniquely able to provide ideas and support to your readers.
Understand advertiser blocklists
Advertisers are adding “Coronavirus” and “COVID-19” to brand safety blocklists as some don’t want their ads next to pandemic content. Even if you don’t use those keywords in your URL or in your post, automated flagging systems can include your comments section. We’re seeing significantly-reduced advertiser spending on posts with these keywords.
Recommendation: Using the words “Coronavirus” and “COVID-19” can impact your RPM for that post by 30% or more. If you’re concerned about that, avoid using those phrases directly. On the other hand, including coronavirus-related keywords can increase your traffic as everyone is spending more time online looking for helpful content.
One compromise is to avoid keywords inside your post but use them to promote the content in your newsletters and on social media. We leave it up to you to decide the best path forward for your site and for your readers!
Focus on serving
In a time of crisis, many look for ways to exploit the situation. This is your opportunity to truly serve and help readers!
Recommendation: Avoid fear-mongering. Additionally, if providing any sort of health and wellness guidance, make sure you are referencing reputable sources and studies so as to avoid sharing misinformation and/or being penalized in searches.
Your owned-audience is invaluable
There’s A LOT of coronavirus-related content flooding search engines and social media right now, making it difficult to stand out. In Google search, keywords are dominated by news outlets and medical organizations. Due to Pinterest’s Health Misinformation policy, coronavirus-related search results are redirected to a static results page featuring advice from the World Health Organization.
Recommendation: SEO is likely to be challenging right now, so focus on a direct/social strategy to reach your readers. It’s why building your email list is so crucial — you can reach them at any time with the right message.
Coronavirus content insights and trends
Housebound people with massive shifts to their daily routine are spending a lot more time online right now, seeking out recommendations and tips. If you have helpful suggestions and tips for your readers, do share! Write articles, share tips on your social feeds, and do what you can to help your readers through this difficult time.
Table of contents
- Information about the virus & helpful resources
- How to prepare
- Cleaning and disinfecting
- Cancellations and closing impacts
- Activities for the quarantine
- Working from home
- Health and self-care
- Finances and jobs
- Humor and positive news
1. Information about the virus & helpful resources
People want to understand what COVID-19 means for them and their families, how it impacts them, and how to reduce the likelihood of contracting it.
According to Google Trends, the most popular search queries include:
- How to get tested for coronavirus
- How to treat coronavirus
- How to prevent coronavirus
- How to prepare for coronavirus
Remember, the top search results are held by news and medical organizations, so your content is unlikely to challenge them. But understanding what’s top of mind for people across the world right now can help you create content that addresses their biggest needs.
Leave the medical advice to the professionals. Focus on unique stories or helpful ways to add to what’s being discussed about the virus that you think could be valuable to your readers. You’ll reach more people if sent via direct newsletters and social feeds, so craft your content hooks with those platforms in mind.
2. How to prepare
With many quarantining at home right now, people are trying to prepare their households ahead of time. Share shopping list ideas, product recommendations, or suggestions for where to shop!
- Prepping tips for quarantines
- Shopping lists
- Supplies & alternatives should they run out (for example, toilet paper alternatives)
3. Cleaning and disinfecting
As with all infectious diseases, proper sanitization is important to prevent the spread of germs.
Some of the top search queries according to Google Trends:
- Hand washing
- Face masks
- Social distancing
- How to make hand sanitizer
- Homemade recipes for cleaning products and sanitizers
- How to go about cleaning your house
- How to wash your hands (and get kids to do so too)
- Suggestions for social distancing
- How to make face masks
4. Cancellations and closing impacts
Travel plans, concerts, sporting events are all being canceled. People want to know what’s going on, what to do, and how to get a refund.
- Store closings and/or modified hours
- Restaurants and cafe closings, modified hours, or new drive-through, delivery, or take out options
- Travel updates and bans
- Sports updates (NBA, NHL, March Madness, etc.)
People are stocking up on food, especially non-perishable items, in case they can’t get to the store.
Furthermore, with people buying out whole shelves of food at grocery stores, people need to be creative with their shopping lists or how to make do with what they already have.
- Pantry staples
- Recipes using ingredients found in your pantry
- Freezable foods and recipes
- Easy recipes
- Immune boosting recipes
- Food shopping and delivery services
6. Activities for the quarantine
People are seeking out entertainment and positive messages to help them get through the quarantine. With all the news updates, a lot of people are looking to their social feeds and favorite websites for distractions.
- Crafts & activities
- What to watch on TV or streaming services
- Video game suggestions (video games are seeing a huge surge lately!)
- At-home fitness
- Book recommendations
- Online experiences and virtual reality (for example, how to tour museums and cities digitally)
- Board games and puzzles
- Home improvement projects
- Organization and deep cleaning around the house
7. Working from home
Although the past few years have seen many jobs shift to working from home, there are still plenty of people who have never done so before and aren’t used to having to manage their time and workspace at home. How can you help them adapt?
- Tips for working from home
- How to stay productive
- How to focus
- Communication platform recommendations (Google Hangouts, Zoom, etc.)
- Daily schedule tips
- How to split spaces with significant others, roommates, kids, etc., when everyone is at home together
With schools canceling in-person classes, lots of parents are finding themselves at home with their kids. Many are trying to balance working from home for the first time as well!
Parents need tips for keeping their kids up-to-date with schooling as well as activities and things to keep everyone from going stir crazy.
- School suggestions, resources, and schedules for home-bound children
- Baby and infant essentials (what to buy, how to make things at home, etc.)
- Alternative graduation party plans
9. Health and self-care
Do you have suggestions for how to stay healthy right now? Natural remedies and ways to get vitamins and boost your immune system could be useful to share!
But it’s not just physical — mental health, anxiety, and self-care are equally important at a time like this.
With the sensitivity of health content, just make sure you have and include well-reputed scientific research to back your suggestions!
- Immune boosters
- Homemade remedies
- Mental health tips and how to stay sane when you’re cooped up
- Managing anxiety
10. Finances and jobs
The economic climate is scary right now. Many are losing their jobs and seeking out advice on how to make money in this difficult time. Additionally, with the extreme volatility in the market, others are unsure of how to manage their finances and investments.
- Advice for how to find a job if they’re laid off
- List of companies who are hiring
- How to make extra money
- Work from home jobs
- Retirement advice
Savings & investment recommendations:
- Savings and investment strategies
- How to be frugal and do more with less (cooking, DIY, etc)
- Government assistance programs and other support services
- Buying a home and refinancing in these uncertain times
- Projections for the rest of the year and how to plan for it
- What to do in a recession
- Extended tax deadlines / tax information
- The CARES Act
- Paycheck Protection Program (PPP)
- Economic Injury Disaster Loan (EIDL)
- Stimulus checks / Coronavirus relief
Travel has seen some of the largest impacts as a result of the coronavirus. Travel bans, cancellations, and closings have impacted people’s plans.
- Travel updates and bans (and what it means for your readers)
- How to navigate cancellations and refunds
Knowing how difficult it may be to travel in the foreseeable future, what sort of creative ideas can you come up with to help readers experience more of the world even when they’re stuck indoors?
- Since many people can’t even leave their homes, is there a way to curate a digital travel experience using what’s available online?
- Staycation ideas and vacation alternatives. Can you recreate a fun family experience from your home?
- Do you have book and movie recommendations they can watch to experience other cultures while cooped up?
Weddings are getting put on hold and plans are being rearranged for many couples across the country. Brides and grooms are dealing with the impact of the coronavirus on their weddings and having to postpone their special day. Can you help them navigate through this difficult situation?
- Should they put their wedding on hold?
- Reaching out to guests to postpone
- How to work with vendors if you need to pause the wedding or change the date
- Helping wedding guests adjust their travel plans
- Changing honeymoon plans
13. Humor and positive news
The one thing everyone could use in tough times is a laugh! Don’t be afraid to keep things lighthearted and bring a smile to their face. Distractions in the form of cute memes, funny jokes, uplifting stories, and weird things found around the internet are always appreciated, especially here at AdThrive!
These are just a few ways people around the world are dealing with the pandemic but others may pop up! Get a sense of what your followers are looking for and how you can be part of their plan to get through this.
How can we help you?
We’re trying to do everything we can to support you and your businesses! If there’s anything we can do to help you during this trying time, please don’t hesitate to reach out and let us know.