How to quickly adapt your marketing in a Coronavirus world (and overcome this crisis)

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Rock Content, in its entirety, has begun a mandatory home office policy since March 16th. We are more than 550 professionals — so you can imagine the complexity of that.

Our sales team sends us frequent emails about how we can avoid a possible decrease in new businesses. They ask insistently for new content and actions to help them in this critical time.


Covid-19 will affect everyone. From a professional standpoint, your habits will change, your company will be put to the test and, a few months from now, it will all be different.

With few exceptions, we will all go through a period of decreased sales and contract cancellations, with clientes insecure about economic scenarios and financial restrictions. And how does marketing stand in the middle of this?

It keeps being extremely important, but it is time to albania cell phone number list adapt quickly. In this crisis, doing more of the same doesn’t work anymore.

Right now, we need to think about it as two distinct fronts: what I need to do to mitigate current challenges, and how I can act today to avoid future losses.

A decisive test for your brand begins now
There is a natural tendency to talk about Content Marketing with a big focus on its predictability and metrics.

At calmer times, it makes total sense, but there is not much tranquility about the moment we are living.

Sure, monitoring sessions, conversions, CAC, and others are still essential. But this is the time to broaden our horizons and target what will have a huge impact on your business’ future: how your brand is dealing with the situation right now.

Your brand will be tested way beyond marketing. The way you treat your employees, your rights and wrongs in communication and your actions to help society are being watched.

In this scenario, what does a marketing team can and should do?

• Switch the focus of content production to something that tackles people’s immediate necessities and calms them. For sure, there is some knowledge in your area that is useful right now. Here at Rock, we are investing in content about home office, and pieces like this one you are reading right now.

• Be close to the company’s leadership when they share positive actions to fight the virus, and avoid any message published by the company to be misread as opportunistic.

• Closely monitor the evolution in local and global scenarios.

• Assess all ways in which the company can help right now, suggest them to the directors, and spread the word. Here, we are making our home office guide available for anyone to copy, adapt, and use it. We are also giving NGOs and public schools in Brazil free access to Rock University’s content.

These are only a few examples, but they are essential for your brand to navigate through turbulent times and have a positive reputation in the future.