As we find ourselves in the midst of a global crisis, many companies are facing tough decisions about how to approach their content marketing during the COVID-19 pandemic.

You might be wondering whether it’s insensitive to be distributing content or promoting your products and services at all. However, your business shouldn’t become paralyzed due to this situation.

In a recent Ipsos report, the writers identify that “…while it is vital to avoid being perceived as a crisis profiteer, brands can play enhanced roles in people’s lives during a time where shifted context means people are having to change their behaviour to stay healthy.”

In this challenging time, here are a few tips and tactics to consider when approaching your content.

Don’t suspend media outreach

At the moment, most people are at home and self-isolating, which also means there will be a rise in media consumption. Comscore, an audience measurement company, reports that, in Canada, they “have seen an explosion on engagement with news and information sites.” Enhancing your presence through strategic outreach is a way to provide consumers and prospects with easy access to the information they need.

Regarding earned articles and radio, during the H1N1 pandemic in 2009, we here at Fifth Story saw a 30% increase in media usage of client content. Meaning, now is not the time to shrink back when it comes to your communications efforts.

Companies need to stay relevant and visible, and this is an opportunity to build trust and loyalty with Canadian consumers.

Adjust your messaging and tone

Compassion and understanding are key right now, and you want to be a resource for those who are looking for guidance.

Whether your customers and prospects are used to hearing from you regularly online through your organic social media channels, or via email, don’t let that relationship drop off.

Regardless of your industry, now is the time to ensure that your company provides value and is available to answer any questions about the current situation as it relates to your business.

During these uncertain times, your outreach needs to be informed by the changing communications landscape while using a positive, inspiring, and comforting tone.

Create helpful content for your audience

Use your expertise to create content that is genuinely helpful to your audience in the current climate (e.g. tips, advice, strategy).

Creating unique, original and valuable content helps people thrive during this challenging time, and you will be rewarded through search.

If your business can provide helpful content that can move your audience through the current crisis, then it is beneficial to get it out there and make a difference.

Providing solutions that your prospects are searching for will help you build the right relationships when business is back to normal.


Here at Fifth story, we understand this is a difficult time; reach out to us for advice on how to approach your own or your clients’ content marketing efforts by emailing us at

For more information on how COVID-19 is impacting Canadians, visit the Government of Canada’s site.