Why You Need to be Flexible With Your Content Marketing

 Know When to Change

Knowing when to change is by far the hardest part about changing your content strategy. It can be hard to look at your content strategy with an outsider’s perspective, so try to consider how it’s serving your business goals. If it isn’t, then it’s time to change something. Here are some of the questions you could ask yourself:

• Is your content strategy providing a timely lens to customers?
• Are you realizing that changing your strategy will help to deliver more valuable content to your audience?
• Does your content strategy align with your business and the current events?

The answers to these questions will give you a clear indication of when your content strategy should change.

Think of Your Audience

At this stage, you have decided to change your content strategy. But to what? Look to your audience! Check their web behavior to see what your audience is interested in. Check the current trends to see how you can fold timely information into your content strategy. If you are changing content because of a massive and disruptive global event, pivot towards the needs of your audience. Some of your audience segments might be facing different challenges than others. How can you address those challenges? How does your business fill a need? What product or service do you offer that can provide some relief? When you do make the decision to change your content strategy, do it based on what your audience needs most.

Adjusting Your Delivery

Once you know what your content changes are going to be, you need to look at how your audience is going to receive that content. Are you going to keep the same delivery process? Analyze the success of your previous delivery process to see what worked and what didn’t to make any necessary changes. It’s all about connecting to your customers at their preferred point of connection. Not everyone uses the same channel, so the likelihood of everyone seeing a Facebook post is really low. Spread out across your channels and make the changes that make sense for each channel, as well as each audience segment that prefers that channel.

Don’t Over Do It

One of the worst things a content marketer can do is jump the gun. A shift in your content strategy is not a brand overhaul of your company. Essentially, you only need to fix what isn’t working. Flexibility isn’t about changing everything about your company; in fact, it’s more about the subtle changes in approach that will give your content that competitive edge that you need. Changing your content strategy should be done with baby steps. Make small adjustments along the way before you commit to a massive change. Just because you are changing your content strategy doesn’t mean that your brand is having an identity crisis. Smaller changes are easier, more efficient, and less confusing to your audience.