Content is the king during covid 19


The COVID-19 pandemic has put many brands in a very difficult position.

With large numbers of their customers under lockdowns and/or facing uncertain financial circumstances, engaging effectively with consumers demands new approaches.

To maintain and build relationships with consumers while many are sidelined, lots of brands are upping their content marketing investments.

Here are four examples of brands using the COVID-19 crisis as an opportunity to bolster their content marketing.


DoubleTree, owned by Hilton, is famous for the chocolate chip cookies it serves guests at check-in. The recipe had been a corporate secret, with lovers of the cookies forced to try to replicate them using unofficial copycat recipes.