After watching the news and reading the paper, you might assume that the world has turned upside down. While the COVID-19 pandemic has caused a massive economic strain and many challenges, it has also forced us to reevaluate our media habits. And as a result, we may discover copywriting opportunities that we never saw before.
Whether you’re a healthcare professional, an entrepreneur, or someone in between, you’ll likely encounter clients who need help with their PR plans due to the pandemic. As the industry shifted to digital communications, many businesses pivoted to blogging, podcasting, and video content to keep their audiences engaged. The rise of content creators during this time enabled niche players to thrive in the market and gain attention – even during a worldwide pandemic.
The Copyblogger rankings survey revealed that, after two years of steady growth, blogging as a PR tool reached its highest recorded levels in 2020. More journalists and PR professionals are turning to blogging than ever before, as it’s an effective, quick, and relatively inexpensive way to build a reputation as a writer and gain compelling content to promote a brand or product.
Blogging isn’t just about providing content; it’s also about building trust with your audience. By establishing yourself as a thought leader in your niche, you’ll gain credibility with your clients, potential employees, and the general public. Additionally, when you establish yourself as an expert in your industry, you’ll become a valued resource for new journalists, bloggers, and PR professionals who wish to cover your niche. This, in turn, can lead to more opportunities in no time.
Pivotal Role of Public Relations in the Trauma Market
Though it began as a method for large corporations to engage with the public, public relations (PR) has grown to encompass all types of organizations and industries. In the United States alone, there are more than 200,000 registered lobbyists whose sole purpose is to influence legislation and regulations for companies.
Because of this pivotal role in the American political system, many healthcare organizations turned to PR as a way to communicate with the general public about their work during the COVID-19 pandemic. As a result, public relations became a valuable tool in disseminating information about COVID-19, testing equipment, and potential treatments. Healthcare organizations like the Centers for Disease Control and Prevention (CDC) and the American Association for the Surgery of the Chest (AATS) issued press releases about the pandemic, and many health journalists and bloggers picked up on these stories and ran with them.
The trauma market is another industry that stood out in the wake of COVID-19. As hospitals closed their doors to nonessential personnel and medical experts scrambled to develop a treatment, the need for public relations became even more apparent. And because so many people in the trauma industry work within the healthcare system, they have a unique opportunity to take advantage of the infodemic that surrounded the COVID-19 pandemic.
The Trauma Market Is Experiencing a Content Surge
If you’re unfamiliar, infodemic is a term used when a large number of people in an industry are flooded with information. During the COVID-19 pandemic, people with a medical background found themselves working passionately to learn as much as they could about COVID-19. As a result, they produced an avalanche of content that has since sought to educate the general public about the disease.
With so much content being produced by so many, traditional media became less valuable – at least, not in the way we’re accustomed to. It’s no secret that journalists are taking a backseat to content creators, who in turn, are taking a backseat to message advertisers.
Since the beginning of the COVID-19 pandemic, the trauma market has seen an explosion of content, primarily on YouTube, Twitter, and Facebook. And it’s not just the volume of content that’s increasing; it’s the type of content, too. While journalists have historically focused on major news events, trauma video bloggers have shifted the focus to day-to-day life, chronicling the trials and tribulations of being a trauma surgeon.
This content creates compelling stories that can easily be packaged and branded as “sponsored content” for a business. So while the need for traditional media still exists, the preference among certain audiences is now centrally aligned towards video content.
Niche Players Can Thrive During a Pandemic
During the height of the coronavirus pandemic, people turned to YouTube to learn about COVID-19, visit our websites to find the latest news, and keep tabs on the latest social distancing guidelines.
Because the majority of people in the trauma industry work in healthcare, many companies and professionals saw an opportunity to cash in on this content – and they did so by creating case studies, whitepapers, and educating audiences about COVID-19 and its previous and potential future episodes.
If you’re a boutique healthcare PR agency, you can provide strategic guidance and manage media campaigns for healthcare professionals, companies, and foundations. Perhaps you’re a law firm that specializes in healthcare litigation, or an investor in healthcare technology companies. Regardless, you’re in a position to take advantage of the content craze that occurred during the COVID-19 pandemic. And if you do so strategically and with focus, you’ll be able to carve out a niche in the trauma industry that you can build on for years to come.
How to Find Copywriting Opportunities in the Trauma Market?
To identify opportunities in the trauma market, you must first determine the type of content that will be valuable to your target audience. Though this may vary, most people in the trauma industry find success with content that educates or inform the general public about COVID-19 and its precautions, treatments, and outcomes. This content can also serve as a guide for healthcare workers who are learning about COVID-19 for the first time or want to catch up on the most recent news stories and research studies. Finally, because many people in the trauma industry work in hospitals, patient advocacy groups, and healthcare foundations, your content may seek to influence decision-making and advocacy on behalf of those afflicted by trauma, illness, and disability.
Having a healthy fear of missing out on anything cool that comes along is a necessary part of being a modern human. It’s important to stay abreast of what’s happening around you, whether it’s in the world of sports, arts, or culture. But it’s also important to consider what’s important to you and your personal development. To that end, we want to remind you that the world of sports will always be there, waiting to be explored, adored, and invented on again.