With so much upheaval during the COVID-19 pandemic, many brands and freelancers have been struggling to stay engaged with their audiences and grow their business as people spend more time online and less time out and about. With shifting consumer trends and priorities, content marketing is going to be key to reaching your customers post-COVID.

Here, we take a look at five freelance tools and tips you can create content that will connect with your audience.

Share regular updates

Everything at the moment is so unpredictable and it’s hard to know what’s going to happen next. So one of the most important parts of staying connected with your audience post-COVID is going to be by sharing regular updates with news and important information.

Many freelancers and small businesses have been sharing updates on their current situation throughout the pandemic. Clients and customers want to know how businesses are dealing with the situation, if and when they are open, what safety measures they’ve put in place, and what they are planning for the future.

With many independent businesses and freelancers struggling to adjust — and facing a long recovery from the impact of the pandemic — it’s important to maintain regular communication with your audience via email, social media, and your website content. If people can’t see any recent content on any of your channels then they might think that you’re not open, think you’ve gone bust, or just start to forget about you. 

You need to be creating regular content to prompt more engagement with your business and remind people that you’re open and available for work.

Highlight your unique value

To make your freelancer business stand out from the millions of other businesses and organisations, your content needs to be focused on what makes you unique. What is the cause or purpose behind your business? To connect with your audience post-COVID you need to be able to convey exactly what you’re about and why they should care. 

Post-COVID a lot of people are going to feel more disconnected and overwhelmed by everything that’s going on. By highlighting the real value that you can provide to your audience, you’re going to build a much stronger connection with them. The same goes for if you’re writing for clients and brands — make them stand out by highlighting their USPs. 

Personalise your content 

Another key part of connecting with your audience post-COVID is going to be targeting them with personalised content

To catch someone’s attention, you need to be sharing something personally relevant so that your content can stand out from the hundreds of other emails, blogs,  and social media posts that they see. And sharing the right content with someone at the right time is going to help you engage with them and convert them into a paying client.

You can use the data you collect from your existing clients, website visitors, mailing lists, and social media followers to plan out content that’s customised to their interests and requirements. And by targeting your audience with personalised content, you’ll be able to move them through the sales funnel and provide content that familiarises them with your business and the services you’re offering.

To start personalising your content, separate your existing clients and those that haven’t worked with you yet, but have signed up for more information. You can then send existing clients relevant content based on what you know about them. 

For clients that have just signed up to your mailing list, send them relevant blog content and useful information about your brand.

By sending them emails and content that’s tailored to their interests you’ll be able to connect with your audience and create long-term loyal customers.

For example, Crunch is a gym brand that focuses on flexibility and providing opportunities for anyone to improve their fitness. 

Image: @crunchgym

During the pandemic, their content has focused on how to work out outside of the gym, how they’re keeping their gyms safe and clean, and how to engage children with exercise when they’re stuck at home. This addresses the problems that their audience is facing and how they can overcome them.

Create useful content

Try to keep your content positive and provide useful and valuable insights. 

While it’s important to create content that acknowledges COVID-19, avoid focusing your content on the pandemic as a problem but instead provide solutions.

Talk to your audience and ask for feedback on the concerns or issues that they are facing and how you could help, and then create content that addresses this. And if your business operations have been impacted by the pandemic, you need to address the situation but also offer assurances and workarounds.

If you’d usually be offering in-person events or meetings as part of your freelancing business, you could promote virtual events, meetings and consultations instead. This is something that people can still engage with from the safety of their own home, but also gain value from. 

Use more video content

Video is going to be one of the best ways to connect with audiences post-COVID. It’s far more engaging and memorable than any other form of content, and 54% of consumers have already said that they want to see more videos from the brands or businesses they support.

With people spending more time at their computers, working remotely and shopping online, and less time out in the real world due to the pandemic, video content will be an important way of connecting with audiences. It will give them a better understanding of your freelancing business and your services, and help build trust with you.

These are five tips that will help you to create and share content that really connects with your audience. 

The most important thing to remember is that post-COVID you need to be focused on providing useful information and real value, that’s highly relevant to your audience and engaging them with your freelancer brand.