Content Roundup | March 16, 2020

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The coronavirus. It’s now a part of our daily lives, and because it is an active and evolving issue, it’s just too soon to tell how it will affect us long-term. Many of us are taking a “wait and see” approach as every day brings more information.

Like many of you, my business has already been affected. Some of the projects I had on my desk just last week have been tabled until later while others have been pushed up. For those that have been pushed up, it’s because those clients understand the importance of content marketing in their business. With many trade shows being canceled due to COVID-19 concerns (see the first two articles on the topic), they have already reallocated those trade show budgets to content marketing.

Over the last few days, I’ve come across some well-written pieces about the impact of coronavirus that I thought you, too, may find useful. I plan to share more resources with you as I come across them in the coming weeks.

I hope you find this content round-up email beneficial. If I can help with your content marketing needs, please contact me.

All the best,


Brilliant Coronavirus Response from a Building Materials Company by Mark Mitchell, Whizard Strategy

This truly is brilliant! With so many trade shows being canceled because of the coronavirus, take a nod from Travis Industries and create a virtual trade show.

Mark writes, “Travis Industries is an example of a company that chose to proactively make the best of a bad situation. They were planning to exhibit at the Hearth, Patio and Barbeque Expo last week in New Orleans. Rather than wait to see if the show would be canceled, they proactively made the decision not to attend. And instead of accepting it as a financial loss, they made lemonade out of the lemons they had. They created a virtual tour of their booth with a series of videos.”

The Importance of Content Marketing During Coronavirus Pandemic by NewsCred

Big conferences and trade shows are being canceled every day due to COVID-19 concerns. The article writes, “On average, 30-40% of a marketing budget is allocated for trade show sponsorship, travel, expenses, attendance, and collateral. With the coronavirus blowing up trade show budget, marketers are challenged to redistribute that budget quickly.

“Amid the fear of attending and sponsoring large events, marketers are turning to content marketing delivered directly to subscribers online to stay engaged with their customers. Content marketing has evolved from being just blog posts and editorial strategies. It’s a holistic approach that relies on a broad range of digital marketing strategies tactics such as email, social media, SEO, and paid media to continue engagement with customers.”

How Coronavirus is Affecting Building Material Sales by Mark Mitchell, Whizard Strategy

Mark writes, “Even if we discover a vaccine that puts a stop to it soon, the epidemic has changed the world. It caused people to think about their health in new ways. We’re all thinking of the steps we should take to protect ourselves.

“A black swan event in business is an unpredictable or unforeseen situation that has big consequences for your industry. Most business owners hope and pray they’ll never encounter one because there’s just no way to plan ahead for them. Your response plan is always going to be reactive.

“The Coronavirus is one of those black swan events. If you haven’t already, it’s time to take steps to adapt to it.”

6 Ways the Coronavirus Outbreak will Affect Construction by Construction Dive

Experts predict COVID-19 will have long-term ramifications for many aspects of the U.S. construction industry. This includes employee health and safety, material delays, jittery clients and lenders, quarantines and travel bans, legal issues and global uncertainty.

COVID-19: Implications for Business by McKinsey & Company

McKinsey & Company is one of my go-to resources for any white paper or e-book project. They write:

“The coronavirus outbreak is first and foremost a human tragedy, affecting hundreds of thousands of people. It is also having a growing impact on the global economy. This article is intended to provide business leaders with a perspective on the evolving situation and implications for their companies. The outbreak is moving quickly, and some of the perspectives in this article may fall rapidly out of date. This article reflects our perspective as of March 16, 2020. We will update it regularly as the outbreak evolves.”

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