Picture this: As a content marketer, things are going well for you – you feel confident about your upcoming campaign, your ROI on your last couple is very good, and your forecast for a new campaign looks just as good if if not better one, more than ever.
Then something happens and you need to adjust your content.
Maybe a sudden trend or global event diverted the audience’s attention. Or maybe a competitor’s campaign has everyone talking and you’re not sure your current content strategy is good enough to outperform theirs.
In any case, this shift directly affects your company, which means that your entire activity is directly affected.
Having said that, now you have to decide if you need to quickly adjust your content plan. But how do you respond to such an event?
We asked HubSpot managers for their insights on how to navigate the big changes that are changing content planning. The HubSpot Blog also surveyed 1,000 marketers to learn more about their content planning practices.
In this article, we’ll find out what they have to say. We’ll discuss how to determine when you need to adjust quickly, and strategies you can take to make the transition as smooth as possible.
How to adjust your content plan
When a major event occurs that changes your content strategy, consider how it will affect your business goals. After all, the content you create reflects your business goals.
“HubSpot creates content designed to help businesses around the world grow better by meeting their current needs. When we have to quickly adjust our content plans, it’s because those needs have changed rapidly,” said HubSpot’s VP of Procurement Emmy Jonassen said.
Let’s take a look at Jonassen’s advice, as well as those of Marketing Area Managers – including Senior Social Media Manager Kelly Hendrickson, Global Brand Marketing Manager Alicia Collins, and Content Growth Strategy Manager Karla Hesterberg.
1. Know when to adjust.
knowing when Changing your content strategy is never an easy decision. When you find yourself needing to reinvent your content strategy, there are a few things you should consider, but the first is knowing when is the right time to do so.
“The hardest part of adjusting your strategy is knowing when,” Hendrickson said. “As a social media manager, I ask myself, “Now, can we provide value to the audience?” “Can we deliver content that is useful and popular in social spaces?”“
46% of marketers surveyed by the HubSpot Blog said they knew it was time to transform because of low engagement with their previous content strategy.
If you realize that changing your strategy will help you deliver more valuable, useful, and timely content to your audience, now is a great time to transition.
Ultimately, a content plan should serve your business goals while also delivering valuable content to your customers in a timely manner. If your content isn’t providing customers with a timely perspective, it may be time for you to adjust your strategy.
A content moderation can be a good way to determine if you need a shift. According to a HubSpot blog survey, 36% of marketers conduct content audits to identify gaps in their content strategy.
Take a look at your content plan. It’s great if your message aligns with your business goals, but is it up to date?
For example, instead of dedicating all of your content schedule to new product launches, change the frequency of your releases to include more content that can satisfy your customers’ needs, based on what’s happening in your industry or in the world.
2. Put your audience first.
So, you’ve decided that now is a good time to transform. However, how do you cater to the new shift in your audience’s life?
Check your audience’s online behavior – you’ll find information relevant to what your audience is thinking. For example, if a keyword search report indicates that a keyword is changing from “local marketing tips” to “online marketing tips,” it can be considered a clue that demand has changed.
However, this transition doesn’t quite match your plan — in fact, what you plan to do is laid out, ready, and ultimately different from what you’ve discovered from studying network behavior.
Hendrickson’s team is in the same boat. “In our case, we found that we could provide useful information to our audience,” she said. “But this information is not what we previously produced and ordered.”
So what would you do?
“We paused all publications and immediately adjusted to the needs of our audience,” Hendrickson said. Seeing that they needed to redesign how they could meet audience needs with different content, she and her team did some web behavior analysis. After that, they found the answer. “At the time, our audience was desperate for tips on working remotely and leading with empathy.”
She continued, “We made this decision by watching our audience, as we always do, figuring out the challenges they face and prioritizing our changes there.”
According to a survey conducted by the HubSpot blog, 46% of marketers have adjusted content to reflect issues that are happening in their customers’ lives.
When in doubt, start with your audience and put yourself in their shoes. What would you like to see from your favorite brands during certain or changing times of the year?
If you have a large audience, it’s important to make sure your content meets the needs of the different groups you want to serve. Thirty-eight percent of marketers surveyed by the HubSpot Blog said their biggest mistake when adjusting their content plans is focusing too much on one part of their target audience.
As you seek to transform, take a holistic approach to meet the needs of a wider audience.
3. Change your content perspective.
We’ve talked a lot about how thinking about customers will help guide your key decisions and content planning. When you understand the type of content you need to deliver to your audience, the next step is the delivery itself.
“We need content and activities that are helpful and understandable,” Collins said. So while your content is framed to help your audience, does the headline convey an understanding, empathetic point of view?
When you deliver content, you are reflecting your brand and brand purpose. If one of your brand goals is to connect with your customers, you must change your messaging to reflect an understanding of the situation.
In recent years, 43% of marketers have changed the tone of their content to be more compassionate and authentic, according to the HubSpot blog.
“Companies and customers operate differently — we can’t always assume the same types of marketing will resonate,” Collins points out.
For example, let’s say a major cybersecurity issue upends your industry and is visible everywhere, from LinkedIn posts to newspaper headlines. Rather than sidestep this question, consider how you can deliver content that focuses on IT security, or more generally, tips and tricks for a successful online marketing and sales strategy.
4. Connect with other colleagues.
“During major industry or global changes, it becomes even more important to understand the needs of our audience so that we can quickly create relevant and useful content,” comments Jonathan.
Recall that Hendrickson’s team had to recognize the new needs of its target audience and discover that remote work and how to lead in difficult times was becoming more and more popular. From there, they were able to conduct research and develop plans.
However, if you find that your team is struggling to gather insights, or you don’t know how, reach out to other colleagues to develop a game plan that will help you. While your customers need actionable, timely, and empathetic content, you also need to know how to identify their other needs.
“We start by analyzing user behavior, talking to our sales and customer service teams, and interviewing prospects and customers,” Jonathan said.
Similar to social media and branding, it’s important for team members working on customer acquisition to analyze how their customers will think about their lives differently so you can create offers that relate to their new lifestyle.
If you find yourself having a hard time inferring what your customers think because you don’t interact with them directly, think about the colleagues you have Do There is a customer-facing role.
Sales and customer service colleagues are a great place to start – they are in constant contact with customers, so they will be good at identifying common problem areas among customers.
What’s the best part about this strategy? It fits any business size. Even if your company is small but powerful, there is at least one person who constantly communicates with clients and leads the recruiting effort. They are your front line (usually, talking to them is free, and less time-consuming than performing multiple research tasks).
5. Don’t overestimate your pivot.
You don’t have to launch a whole new product or completely re-identify your brand when you realize you need to transform.Actually it’s yours should not Do.
“Don’t change everything all at once,” Hesterberg said. “The worst thing you can do in this situation is push too hard and too fast in your rush to meet short-term needs.”
If a company overhauls their entire strategy overnight (remember the “IHOb” fiasco?), it can surprise and confuse customers.
My grandmother always said, “If it ain’t broke, don’t fix it” and that should apply to your critical process plan. Changing what your brand stands for can be confusing, time-consuming and confusing for customers.
“Remember that content strategy is always a long game—your short-term strategy cannot compromise your ability to address ongoing, long-term needs for your content assets. Find key areas where you can be flexible to meet immediate needs, but know you can’t back down,” Hurstberg suggested.
Your pivot should be a balanced addition to the strategy you already have. Half of the marketers surveyed by the HubSpot Blog said their content plans had changed modestly when they last adjusted their content.
In every campaign you create, one of your goals is most likely to meet your customer’s needs. Remember these tips and stay calm throughout the storm.
6. Ready to experiment.
Digital marketing is constantly evolving, and new platforms and new features can often be the driving force behind content pivots. According to a HubSpot blog survey, 68% of marketers have shifted their content plans to take advantage of new social media platforms.We’re already seeing this play out in real time, with more and more brands looking to take advantage of Tik Tok Recent years.
In addition to emerging platforms, leveraging new capabilities of existing platforms can be a key part of content pivot.According to a HubSpot blog survey, 77% of marketers have shifted their content plans to try out new features on existing social media platforms, such as Instagram scroll.
Experimentation and flexibility are important for content hubs. When exploring new platforms and features, brands can take some time to understand what their audiences want to see in new media.