The Big Problem With Content Marketing and Tragedy

Posted by globalcopywrite under Online Marketing
From http://www.globalcopywriting.com 3556 days ago
Made Hot by: deanuk on August 1, 2014 12:47 pm

The MH17 airline tragedy highlighted a major problem with many content marketing programs, one I see every time a catastrophe unfolds. As Twitter inches closer to a mainstream news outlet, and brand journalism becomes more commonplace, it’s essential for content marketers to understand how to react in a crisis to avoid brand damage.

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Comments

Written by max-profits
3548 days ago

I think more people need to read this article. Not enough are aware of the representations they may be giving. How insensitive they can be portraying themselves. Possibly by not being aware of a certain event that has recently occurred.

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Written by globalcopywrite
3548 days ago

Yes, well that's always the danger, isn't it? I'm sure most of the people getting into trouble never intended to be insensitive but that doesn't mean they won't suffer brand damage. Thanks for your comment. I appreciate it.

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Written by lyceum
3552 days ago

Sarah: Good to hear that. I see that the mainstream media and regular journalists are in the danger zone to make mistake with chasing for the next scandal and big scoop.

A new media content creator and citizen journalist, could easily and quickly update a blog post with an addendum or correction, if something happens.

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Written by lyceum
3552 days ago

Sarah: The Boston Marathon bombing has a huge impact on the safety and how we are threaten by the terrorists on a daily basis.

I think that the Kenneth Cole could have used the situation in Cairo, by supporting the positive forces who want to move Egypt in a more freedom loving direction. He could have donated shoes to freedom fighters.

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Written by globalcopywrite
3552 days ago

Absolutely, Martin. I included some guidelines on positive things marketers can do in a tragedy and making donations was one of them.

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Written by lyceum
3552 days ago

Sarah: So how do you know what is "safe" and for how "long"? Isn't a risk to become political correct and follow the mainstream media of group-think?

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Written by globalcopywrite
3552 days ago

Hi Martin, As with any marketing, you have to know your audience. While I wasn't particularly effected by the Boston Marathon bombing, the people of Massachusetts and the global running community were incredibly upset by it. Likewise, the MH17 tragedy hit Australia hard because we had a number of casualties but a friend of mine in Slovenia questioned its impact on business. I'm not prescribing some blanket political correctness in this post. I'm saying brands that are not sensitive to their target audience run the risk of offending them. Realistically, how effective are marketing efforts during a time of tragedy? Do people want to hear from you? Probably not. But they often remember a company who behaved inappropriately. I used the example of Kenneth Cole and the Cairo uprising in my poster but every tragedy has a poster child for bad judgement.

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Written by lyceum
3553 days ago

Sarah: I don't see any big problem with creating content during tragedies. You have tragedies happening all the time, around the world. But it is good to have proper business intelligence sources in place, and act accordingly.

Personally, I have a problem to write something on September 11, except publishing material as a reminder for myself and my readers on what happened on September 11, 2001. And why it happened, and the solution to the situation. Please read Dr. Peikoff's article, End States Who Sponsor Terrorism. It appeared as an advertisement in The New York Times on October 02, 2001.

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Written by globalcopywrite
3553 days ago

It's interesting how strongly people feel about this issue. Some, like you, have no problem with creating and distributing marketing content while a tragedy unfolds. Others feel very strongly that brands should go into lockdown, at least for a little while. The big problem for brands, in my opinion, is that different tragedies affect different people in different ways. I think it's better to stay on the safe side and respect what many may feel a sensitive time.

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