
When I tell people that I work in marketing it's almost always followed up with "what kind of marketing?" There are, of course, many different facets to marketing, but it essentially breaks down into the data/analytics side and the creative side. And a big part of being on the creative side is being able to constantly iterate new content ideas.
A content strategy is essentially a set of parameters for you to follow as you're brainstorming and creating new content to market your brand. And while a content strategy is useful when you're trying to build a business, it also should be something that evolves over time as your goals change.
What worked well for your brand last year—or even last month—might not be as effective today. But how do you know when it’s time to pivot your content strategy, and more importantly, how do you do it in a way that drives results without losing momentum?
Signs It’s Time to Pivot Your Content Strategy
There are some clear warning signs that arise when it's time to make adjustments to your content strategy. All is not lost, however, when you start to see any of the below happen to your business. You can overhaul your approach to content marketing without compromising your brand.
Declining engagement. If your website traffic, social media interactions, or email open rates have taken a dip, it’s a clear indicator that your audience isn’t connecting with your content anymore. This could mean your messaging needs updating, your audience has changed, or you should re-think the channels you're using to amplify your message.
Changing business goals. As businesses grow, priorities shift. And if your current strategy was built around goals that you've already achieved or that are no longer relevant, it’s time to rethink your strategy.
Negative or confusing audience feedback. Are you getting comments, emails, or surveys indicating your content isn’t hitting the mark? Listening to your audience is crucial. They’ll often tell you exactly what they want if you're willing to listen.
Shifts in industry trends. Content marketing is influenced by external factors, including trends and technological advancements. For example, if your favorite platform of choice was suddenly banned by the government or conspiracy advertisements are running alongside your content, it is time to rethink your approach to content marketing.
Lack of inspiration. Feeling stuck in a creative rut? If you’re struggling to generate fresh ideas, it might be because your current strategy has run its course. A pivot can reignite you and your team’s creativity and enthusiasm.
How to Successfully Pivot Your Content Strategy
No matter the reason, if your content isn’t aligned with your current business goals, it's definitely time for you to pivot.
Start With Goal Setting
Whether you are readjusting an existing strategy or crafting a new strategy from scratch, you should always start by revisiting your business goals. By starting with your business objectives, you can ensure that all of the content you spend time, money, and resources on creating will be in alignment with what you want to achieve with the big picture in mind.
Hot tip: If you're having trouble figuring out what your goals are, start by thinking about the answers to these questions: Are you focused on building brand awareness? Are you looking to generate more leads? Are you in need of nurturing customer loyalty?
Reassess Your Audience
Next, you should take a look at any changes that can be made to your audience profiles. It's not uncommon to have to make some assumptions when you're getting started and, as you collect more data, continue to round out your profiles as you gain a deeper understanding of your audience's needs.
Hot tip: Conduct fresh research through surveys, polls, and analytics to uncover what your target market currently needs and wants. Understanding their pain points and consuming habits will help you create content that resonates.
Audit Existing Content
Before you start creating all new content, see where you can reoptimize your existing content once you have a new direction. Not only will it serve you in terms of time and resources, it can also help improve your SEO efforts if some of that content is on your website.
Hot tip: Identify high-performing content that can be repurposed and areas where you’re missing opportunities. Do some keyword research to see if you can work new keywords and phrases into this reoptimized content.
Don't Be Afraid to Experiment
Any good strategy will incorporate experimentation, so don’t be afraid to try something new! The more you expand beyond your marketing comfort zone, the more likely you are to hit the jackpot in terms of figuring out what resonates most with your target audience.
Hot tip: Once you’ve implemented changes, keep a close eye on performance metrics. Regularly evaluate your new strategy and remain flexible. Content marketing isn’t static, and continuous improvement is key.
Stop Procrastinating, Start Getting Strategic
Pivoting your content strategy isn’t a sign of failure—it’s a smart, strategic move that shows you’re in tune with your audience, and your brand. By being nimble enough to know when you need a new content strategy and then actually implement it, you can ensure your content continues to deliver value for your audience and drive results for your business.
The key is to marketing success is embracing change as an opportunity for growth rather than a setback. So, when was the last time you evaluated your content strategy? It might be time for a refresh.
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