COVID-19 Content Created to Address Pandemic Problems
In March 2020, uncertainty ruled the lives of everyone, and brands had to conform to the changing environment to meet their customers. I led the content strategy to address problems our audience was facing during the pandemic. creating trust among customers and brand affinity among prospects.
With a tight turnaround of a few days for some posts, my team of three was able to publish more than twenty pieces of content from March to May, all focused on educating customers about how to pivot their businesses and strategies through the pandemic.
Of all pieces, I authored six blog posts, a longform guide, and an accompanying webinar, which I also presented.
You can view all the resources for the campaign here.
Posts I authored:
40+ Work From Home Tools, Resources, and Tips During COVID-19
This was a low-effort, SEO-focused post to draw people in that may be interested in some of the other content.
How 4 Brands Released a Product During COVID-19
Focused on highlighting product announcements via email, this post highlighted a few customers that were able to release a new product tactfully.
Best COVID-19 Email Examples to Guide Your Changing Business Plan
I knew that many people just wanted ideas for how to communicate during the crisis, so this post put together more than 20 examples to draw prospects in. This long list of COVID examples drew considerable attention throughout the first 6 months of the pandemic—at least a thousand views per week.
COVID-19 Emails: Key Considerations and Tips
As the cornerstone piece, this post got the most attention from March through May. Email marketers wondered, “What should I be saying? What should I stay away from? How do I stay away from public scathing for sending the wrong emails during the coronavirus?” This post answered those questions and created brand credibility.
Email Bounces: Must-Know Info for COVID-19
Campaign Monitor’s known for its support teams, which includes a team dedicated exclusively to deliverability. After interviewing one of our deliverability experts, I put together this comprehensive and technically-robust post on how deliverability trends are shifting during the pandemic as inbox providers respond to new spam scams and an influx of email.
Examples Of Pivoting Business During the Pandemic
The word of the year for the business world was “pivot.” If you operated any business outside of mask production, then your business plan likely changed. This post looked at how businesses across key industries for Campaign Monitor were able to shift their offer and make the most of a new world.
Premium pieces I authored:
Email Marketing Benchmarks: COVID-19 Edition
In this data-focused guide, I took an existing tradition of Campaign Monitor’s and centered it around COVID-19. Each year, we published a report that looked at email benchmarks by industry (I oversaw the publication of these reports, which you can view here). So I took the format of this piece and looked at email performance from our customers through February, March, April, and May of 2020 and 2019. This guide garnered some media attention and helped prospects see that Campaign Monitor was a source of truth and control during a season of turmoil.
In this piece, I also analyzed data from this time period, and created graphs and charts to illustrate the trends.
COVID-19 Benchmarks Deep Dive Webinar
Taking the COVID-19 email benchmarks report, I wrote a script that analyzed the trends and gave our audience inspiration and guidance to enhance their email programs during the pandemic. This webinar got over 1,000 registrants worldwide.