The Importance of Content During a Crisis

As COVID-19 wreaks havoc on everything from our economy to our schools to our health and safety, it’s more important than ever for organizations to communicate with their audiences. Content — relevant, actionable, credible information will help your audience stay informed, calm, and reassured.

Over the past few weeks, several of our professional and trade association clients have made the difficult decision to cancel or postpone annual meetings, events, continuing education classes, and other in-person gatherings. Live events are popping up all over the place. In the midst of that chaos, GLC and its clients are working round-the-clock to create appropriate content for their audiences, via websites, e-newsletters, social media, podcasts and videos.

“We have a strong social media community,” says Karin Soyster Fitzgerald, COO of the United States Geospatial Intelligence Foundation, a long-time GLC client.  “We use several platforms, including Facebook, Twitter and LinkedIn. We have several different sites on each platform with targeted information and interest. Social media helps us all stay connected.”

Now isn’t the time to cut back on content and marketing. It’s time to invest in the future, strengthen your message, provide opportunities for connection, be creative with your content, and reimagine what those in-person events could look like in a digital space.

“There is an overload of information, especially during a crisis,” says Keith Tristano, CIO/CFO of the Residential Real Estate Council, as association that works with GLC on a comprehensive content program. “Our organization has a responsibility to keep our various audiences and membership informed by delivering important, relevant information, and by anticipating their needs and bringing new content, information and services to market as quickly as possible.”

Over the coming months GLC will provide relevant, actionable content on our blog — including a podcast with tips for content providers — to help organization’s navigate their marketing and communications during this critical time.

Let us know if we can help. We’re all in this together.