Content marketing is an effective strategy for brands to talk to their audience and engage them outside of the purchase process. This is why more and more companies are polishing their content plans and coming up with more creative ideas to keep their users hooked. But some other companies are facing a stagnancy in their content strategies – they are unable to attract a new set of audience. And they don’t realise it’s time to pivot their content marketing approach.
When to pivot
- When your content is neither attracting new users nor inviting existing followers
- When your content is getting views but no interaction
- When users like your post but don’t feel compelled to share it
How to pivot
Put your audience at the core and not yourself
A majority of brands are still following the old-rule book when it comes to content marketing. They are putting themselves at the core and making their content salesy, not realising that the way the audience now consumes content has drastically changed.
If your content doesn’t solve your users’ pain-points or doesn’t entertain the readers/viewers, then people won’t engage with it. Top that with the immense content noise and your strategy is bound to fail if it doesn’t connect with your audience.
Tip: Create how-to posts, videos that offer meaningful information. Craft entertaining content that catches people off-guard. Experiment with different content types to stay on their radar without letting the monotony creep in.
Remember that it is not about using visuals, it is about the story
There is plenty of advice out there suggesting that brands go visual and that they adopt visual content into their marketing strategies. And that advice is useful, even though incomplete.
While it is crucial to rely on visuals to engage your audience, it is also necessary that your content tells a compelling story – that it leaves your users with an important takeaway.
Manage consistency and quality of content
The term “consistency” can be very vague when it comes to publishing content. The frequency of posts that work well on your site won’t work for your social profile. In fact, the right number of posts will vary from channel to channel even when it comes to social platforms.
So when you are pivoting to adopt better strategies, first define what consistency means to your brand. Find the best posting times and frequency for channels before you get down to planning your content calendar.
Pivoting your content plan can be challenging especially when you are considering a complete makeover. But it is manageable if you understand the “how” aspect of it. Be sure to keep the above points in your checklist to make that transition smooth.