Different situations call for nuance- you wouldn’t want to be caught tone-deaf during a social and economic crisis. Multiple studies show that people place trust as the most important character trait in a person or brand. Here a couple of things I consider when creating content:
I focus on community
I know it’s hard with the topline down but when you take a look at who you are creating for, are they happy? Revenue is down for them too probably, can you get them to continue to champion you by championing them?
What people want the most right now is tangible helpful content. How you provide that sort of content can be determined by your brand style guide. For example, are you an escapism type brand that can provide a minute or two of reprieve? Or are you a thought leader who can speak in inspiring ways? Think about it.
I try to continue to add value
By always thinking of your audience first the relationship remains positive. Behind every email and social follower is a person. Being thoughtful and not just phoning it in can mean the difference.