Right now, businesses all over the world are adapting to the new quarantine conditions. Work-at-home is the new status quo and home offices are being constructed in homes that never thought to house them. More importantly, people are working at home, recreating at home, exercising, and even socialising from home. Many people isolating now never thought they would be so physically cut off from their work and routine.
The Rising At-Home Demand for Digital Content
This has inspired the now-overwhelming push into e-commerce for goods that can be purchased online and delivered without contact. But if your brand doesn't sell physical goods, you can still catch the wave and do your part for the millions working from home.
You don't have to sell online products to connect with the massive work-at-home and isolating audience. Instead, you can develop digital content. Just as products that can be ordered remotely are in high demand, so too is content that can be enjoyed from the safety of home. Those who can't attend training in person are seeking classes online. Those who can't join their usual group activities are finding groups to video-share their home activities instead.
You can build your brand and help the at-home population at the same time by developing digital content for those working from home and sheltering in place.
Consider What You Have to Offer
The first step is to assess what your brand and your team have to offer. Every brand is an expert in something and most teams have more than a few insights to contribute some excellent online content. Let's say you're a massage therapist who cannot currently work in no-contact conditions. You can still pour your expertise into some incredible tips and advice for people at home who need to relax without the ability to come out for a massage.
If your business provides financial services, you can still provide consultations online and create some amazing content featuring financial tips during lockdown conditions. Right now, relevant information on how to deal with the lockdown in every aspect of life is in high demand. Individuals, professionals, and businesses alike can benefit from your knowledge if you figure out the right way to share it. Not to mention, you can parley introductory content into paid lessons and resources to keep your business afloat.
How to Create Digital Content for Your At-Home Clients
1. Write Expert Educational Content
Start with the simple ways to share educational content, through the written word. Even if you're not a skilled writer, that's alright. Work with a writer or just take your time to frame your thoughts and insights. Write as if you were in a conversation with a friend who isn't in your field. Lay it out practically and your audience will understand what you mean. There are three primary types of business educational content you can easily break into; blogs, your own help section, and educational content like e-books and classes.
2. Stock the Blog with Insightful Articles
The best place to start is your own blog. Your blog is not only a great place to practice your writing, but the content you write there will serve as high-quality inbound marketing. Blogs written with your expertise behind them will draw readers looking for real answers, not just the usual filler content. Write long articles if it comes to you or just jot down the points in the clear, precise way you would explain them to a customer.
3. Fill Out Your Website Help Section
The next thing you can do is flesh out your website help resources. Some brands have no more than a few facts on the homepage or about page, some have extensive categorised informational resources. You can quickly take your brand from one to the other with a collection of thoughtfully written articles.
One of the best things you can do is create a coronavirus related section of your help resources, informing potential customers and anyone else about smart decisions and options during the lockdown.
4. Write New E-Books and Educational Series
Once you have created inbound content that sells your expertise and provides applicable tips, create content you can sell. E-books and educational series content that is well put-together and copy-edited can be sold to professionals and businesses in need of your insights. Where normally they might seek in-office consultations, your content is now in high demand. As an expert in your field, whatever that field is, new educational content and content that fills current gaps is worth paying for.
5. Host Classes and Video Lessons
What about professionals who teach, present, or guide in a hands-on way? Writing sometimes can't convey everything and you may provide a far better online resource through video instead. From appliance repair to physical fitness, you can turn your professional skills into online content almost as easily as applying them in your normal work routine. A technician might make videos about how to fix common at-home problems for professionals working from home. You can lead live classes, record structured lessons, or even just make helpful short video clips for micro-learning and social media purposes.
6. Live Stream Hosted Classes
One of the best things you can do for the suddenly-at-home community is to host shared online experiences. Fitness and martial arts instructors can lead their classes, regular students and new attendees, by hosting a live-streamed video class. Chefs can host cooking classes, artists can host workshops, and teachers can host tutoring sessions.
Bring people together and help ease the sense of isolation. By doing the same thing at the same time, people can regain that sense of camaraderie and community they used to enjoy by attending classes in person.
7. Film and Share Video Lessons
You can also create static video lessons. If you are more comfortable filming a video then editing and releasing it for the public, you can create whole collections of video lessons that will become invaluable. Video lessons help people learn skills and ideas visually. Those who are natural visual learners rely on video lessons to understand new concepts and videos are the only way to remotely teach some hands-on skills to any type of learner.
8. Micro-Learning Video Clips
Micro-learning is a fairly recent style of workplace training and online teaching. A micro-learning unit is a mini-lesson that only teaches one aspect of one subject. They are often made available in-line to show how to do one task or sub-task on the job. Micro-learning is incredibly effective for delivering training that sticks because lessons are accessed (and can be used as a reminder) during the actual workflow when the information is most relevant.
Interestingly, micro-learning videos are not just for in-line training. They also make great social media clips and teasers.
9. Share Uplifting Content
During this globally difficult time, everyone has been getting their fill of serious warnings and business updates. If your brand has an upbeat personality and usually creates uplifting content, keep doing that. Your audience will be turning to you now more than ever to help them enjoy doing the needful during the pandemic. Share funny stories and fun facts. Continue writing with a positive tone and encourage your community to stay positive and share their uplifting thoughts as well.
10. Host a Friendly Vlog Series
Many brands and individuals who have never broadcast before are finding the time to make a vlog (video blog) during quarantine. Vlogging is easy and you can do it from home with any device capable of video calls. More importantly, people alone (and relaxing at home after essential work) are turning to vlogs to create a sense of company and camaraderie. In addition to online chats and shared classes, friendly vlogs from familiar brands are helping many people get through the pandemic.
12. Write Funny and Uplifting Blogs
When you write content, keep it uplifting. Many brands are veering away from directly talking about the pandemic and focusing on other relevant positive things ranging from home cooking to wildlife documentaries. Others are going at the COVID talk from a new angle, like sharing funny stories about rebuilding your team remotely, day-in-the-life of essential workers, and funny stories about quarantining at home.
13. Share Work-at-Home Advice
You can also create an entire in-demand blog series relating to at-home topics. You can talk directly about the pandemic or just write stand-alone blogs that could apply now and later when more balanced telecommuting standards resume. Don't just repeat the articles out there, find unique approaches to the at-home situation. Again, use your own industry insights and expertise to offer answers, tips, and solutions. Divorce lawyers, for example, are offering help dealing with custody during lockdown. Repair services are filling out their home-repairs content and, of course, software companies are all over helping teams find remote working solutions.
Your Content Can Help Rebuild the Industry
Adapting to the post-COVID economy is an adventure for every brand, especially if you don't have products to sell in the e-commerce boom. However, you're not out of the game yet. By creating unique, high-value digital content in the form of written work and videos, you can build your brand and even create in-demand digital products to sell.
As whole companies rebuild themselves through remote work, your online industry content, training materials, and resources could help to rebuild the industry. Whatever industry you are in. Contact us today for the website infrastructure you need to make your new digital content strategy into reality.
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