Is it okay to post this? How to be a good marketer in 2026
If you run a business, a personal brand, or do any kind of content marketing, you probably need this guide.
I know, I know. I’m biased.
But it matters that you understand how to market appropriately and sensitively in news cycles… News cycles that genuinely seem to be getting worse by the day.
The world feels like it’s on fire. And yet as marketers, we still have jobs to do. We still have businesses to run. And navigating that tension is hard.
When something awful happens, you don’t want to appear insensitive or look like you’re jumping on a crisis for clout. But you also don’t necessarily want to stay silent, or let your audience think you stand for nothing at all. And you definitely don’t want your lovely, light-hearted brand messaging landing next to something violent, devastating, or upsetting.
I know you’ve been there. You plan your content, you line everything up, and then the news hits. Whether it’s footage of ICE agents, Palestine, environmental catastrophes, geopolitical conflict, social justice issues, there are horros everywhere.
More and more often, we are asking ourselves the same questions. Should I still be promoting my sale right now? Should I openly talk about politics? Is staying silent worse than getting it wrong? Should I stop posting altogether until things calm down?
The frustrating part is that there is no universal right answer. And most of the advice out there doesn’t really help. It either pushes you to react to everything immediately, or tells you to go quiet and wait it out. Neither of those options feel particularly human when used as a blanket, one-size-fits-all solution.
I wrote this guide because this is a problem I deal with constantly in my own work. I’ve planned, written, and managed content through some genuinely grim news cycles, for my own brand and for clients who are trying to be thoughtful without being performative. It originally came around as a direct result of the pandemic, but five years and several tweaks later, it feels more relevant than ever.
The guide is not about telling you what to think or what to post. It’s about giving you a calm way to decide what actually makes sense for you, your audience, and the moment you are in.
Inside, I cover:
When it makes sense to speak up and when it does not
How to tell when a post becomes insensitive in light of the news
The questions I ask myself before anything goes live
This is for small business owners, freelancers, consultants, creators, and anyone doing content marketing who wants to do the right thing, but also still needs to show up and run a business.
Get your copy here…