Strategic Implications of Content Marketing in the Era of a Health-Crisis: Case of the Covid-19 Pandemic

Abstract

During the COVID-19 pandemic, companies adopted a multitude of content marketing strategies to communicate with their customers. There are also companies that choose not to communicate at all or stick to their original content marketing strategies for one reason or another. This paper presents a succinct overview of the content marketing strategy businesses followed during the pandemic in order to stay in touch with their audiences. Furthermore, the paper provides crucial insights into which aspects companies should focus on in order to be able to remain relevant and earn the trust of their community, especially during uncertain, chaotic and unprecedented circumstances, according to the literature presented in this paper.