How To Pivot Your Content.

- Thread.

Throughout the lockdown we’ve seen the need for content marketing rise, it only makes sense because it’s remained the only way for brands to engage their audience outside of their purchase process and right now there isn’t much purchasing happening. Some brands have cut.

their marketing budgets first and others will be looking for new ways to reach their current and new audience through YOU. The biggest thing for creators right now is being able to pivot their content and differentiate themselves.

Pivoting your content relies on three things:

• When your engagement has slowed down / died.
• When your content has a high reach / views but people aren’t engaging or interacting.
• When your accounts aren’t growing or attracting new users. [stagnant]

Key Guidelines:

1. AUDIENCE: You know how businesses say “the customer is always right?” Same goes for content creators, it’s about your audience and not you. Audience consumption behavior has changed and putting too much of yourself at the core of what you do will lose your audience.

Your content needs to solve your users pain points and feed their cravings or answer their questions. Id it’s not engaging, entertaining and or insightful it they won’t engage. The trick is finding balance between you and the content your audience wants to see.

2. CONSISTENCY: I think consistency is always mentioned and people tend to think it’s only about posting regularly. Consistency varies depending on what platform you use, the right number of content will be different depending on where you’re putting it out.

So before pivoting and shifting your strategy, vet your social platforms and define what consistency means to you based on the data and insight you get from your social media channels.

QUALITY: Quality matters, many of your users follow and engage with our creators and brands who put great content as well. You’re already doing something right if you’re building and growing your audience and is able to get people to follow and connect with you. So it comes down

to: [a] Maintaining that quality.

[b] Improving that quality. This can be done by improving the gear you use, your content output and when you put that content out. Users eye to detail is being improved based on the other content they consume and if your quality isn’t up to par

you’ll slowly start loosing engagement and your audience which will hurt your brand in the long run.

RESEARCH: Pivoting won’t only be influenced by the points mentioned above but will also be influenced by new mediums and platforms e.g TikTok. A few creators have moved to the platforms based on its tools and the audience that’s on there. Part of your job will be doing having

Enough information on new mediums and platforms where your audience might exist or not. But you’ll only know after substantial research. Hope this helps in your efforts to create better and valuable content.

End.