Know When and How to Pivot Your Content Strategy
Pivoting your content strategy from time to time is essential to keeping your target audience engaged and attracting new users (or prospective patients).
Here’s more about content pivots and implementing them into your SEO and content marketing strategies.
What Is a Content Pivot?
A “content pivot” is when you change the direction of your current content marketing strategy. A content pivot may be needed when your target audience suddenly changes or when your content isn’t performing as well as it used to.
Signs that indicate you may need to pivot your content strategy include:
- Lower engagement rates
- Fewer conversions
- A plateau or decline in organic traffic to your site
- Lower rankings in Google and other search engines
- Lower monthly search volume for top-performing keywords
How to Implement a Content Pivot
First, create a baseline so you can tell whether your new strategy is successful and producing positive results. To do this, take a look at all the performance indicators of your existing content, such as engagement and conversion rates.
Next, look at how the behavior of your target audience has changed. For example, identify new keywords that are bringing more traffic to the websites of your competitors. You could also consider sending a brief survey to your current audience to learn more about their interests and needs, then tailor your content accordingly.
Set a Goal
Establishing a goal for your content pivot can help you stay on top of metrics and keep you engaged with your new strategy. Set “SMART” (specific, measurable, achievable, realistic, and time-bound) goals that are in line with the interests of your new target audience. If you need help setting SMART goals, consider working with a healthcare marketing agency that can perform a content audit and set you on the right track.
Create the Pivot Plan
A pivot plan can help you stay focused on your SMART goals. Your pivot plan should include the following:
- A timeline that includes the start date and events like product launches and announcements
- Checkpoints, or the dates you plan on checking metrics and results
- A hypothesis on how you expect your audience to behave after making specific changes to your content strategy
- Descriptions of new target audiences
- Details surrounding how you plan on testing your content pivot
- Details on how you plan on implementing and tracking each part of your content strategy
Implement the Pivot Plan
If you are making small, minor changes to your content strategy (like adding a new blog category), you can likely easily integrate it into your existing strategy. If you are overhauling your entire strategy, consider working with a content marketing firm that can help you start from scratch or provide the ultimate content strategy example that aligns with your SEO goals.
Points Group can help you attract more patients to your healthcare practice! Contact us today and subscribe to our newsletter to learn more about how content strategy SEO can increase your patient reach.