4 Ways to Pivot Content Strategy When Business Isn’t Growing

When creating content feels like a constant struggle and your identity is lost somewhere in the process, it's probably time to revisit your strategy. It doesn't need to be a complete rebrand or marketing overhaul - sometimes all you need is a slight adjustment to find a content creation strategy that works for you, works for your business, and resonates with your audience.

Here are a few ways to ever so slightly pivot your content strategy that may help you get more aligned with your business goals.

1. Try New Content Formats 

If you've stayed loyal to static images and graphics in recent years, it may be time to move into video. Reels are continuing to grow on Instagram, and video content is by nature more effective at grabbing your audience's attention than a static image that they can just scroll on by.

It doesn't have to be perfect, but I highly recommend considering video content when pivoting your strategy! You can even experiment with moving graphics or sharing a series of photos in video format rather than filming yourself (but people like to see real people, so you should work on that stage fright!)

PROS: You may discover a fresh audience or appeal to your current audience in a whole new way

CONS: If you're really comfortable with your current content format, trying a whole new format can be difficult to maintain. Only do this if you can stick with it for at least a month to see if it will work long term for you.

2. Explore a New Platform

Sometimes Facebook and Instagram can feel really oversaturated, and reaching people feels impossible. If you're feeling stuck at a dead end, it might be time to try a new platform! A lot of business owners have found success on Pinterest, and if your audience is younger (Gen Z and even Millennials) then Tiktok is the place to be.

PROS: Get your business in front of a totally new audience. You may discover your ideal audience is actually hanging out in a completely different corner of the internet!

CONS: It takes time to grow on any platform, and if you stop posting on your current platform of choice then you risk losing the engaged audience you already have. If you can, maintain your current platform(s) while simultaneously exploring new ones. 

3. Shift Your Messaging 

You may be overdue for a real rebrand, at least when it comes to your messaging. If you don't have much of an audience and feel like your current messaging isn't strong or authentically you, then it's worth taking the time to intentionally rework your brand's voice.

PROS: Great way to refresh your brand and discover your real vision if you've been struggling to connect with it.

CONS: Changing your brand too much can be really jarring or off-putting for your current loyal audience.

4. Change Your Posting Frequency 

Whether it's blogging or posting on social media, try shuffling around the times and days you post along with how often. Take your blog from twice a month to weekly, or post to Instagram 6 days per week instead of 4. If you're frequently failing to keep up with posting at your current frequency, try decreasing to only one blog per month or 3 Instagram posts per week.

When it comes to content strategy, consistency is key. So adjust your frequency and quantity to match what works for you!

PROS: Freshens who your content gets in front of and gives you a chance to explore how the algorithm boosts your content at different times.

CONS: If your audience is very familiar with your current schedule, they may start to miss your content for a while. It can also take the algorithm time to adjust to your new posting times.

Content Pivoting Takes Time

Don't be discouraged if pivoting your content doesn't bring instantaneous improvements. You may even see your analytics drop for a while after making a shift, since it will take your audience time to find you and algorithms time to categorize you. The most important part of any content shift is maintaining it for a long enough period of time to actually see results. Give it a month or several, and in time you'll see if the new strategy is right for you and your business.