How to Pivot in Your Content Marketing

So you’ve fully embraced content marketing, posted new blog posts every week, and taken the time to evaluate your traffic and SEO rankings. But here’s the problem: Your content isn’t performing. Google Analytics shows minimal traffic, a high bounce rate, and your keyword rankings are slipping further every month. 

Naturally, you panic a little. You grab a chocolate bar, stress eat for a few minutes and try to figure out the next steps. But have no fear! Content marketing is as much of an art as a science, and it requires constant vigilance and evaluation to stay ahead of the game, especially since Google changes its ranking algorithm a whopping 500-600 times per year. Some trial-and-error efforts are to be expected, so here are some simple steps to pivot your content marketing strategy:

Determine what is working

As you dive into your Google Analytics reporting, you may notice that one or two pieces of content stand apart from the crowd. What sets them apart from the others? Is it a unique piece? Does it focus on a subject that is extremely popular with your audience? Did you use a different keyword strategy? 

Evaluating the success of your content may be tedious, but the end result is absolutely worth it. So settle down with a cup of coffee and start taking a hard look at every one of your content pieces. What truly resonates with your viewers…and why? This revelation will help guide you as you pivot your content marketing strategy. 

Think of the consumers

A successful content marketing strategy is constantly focused on the end user. What are the specific questions that your clients need to be answered? Some examples: People want to ensure that their retirement is funded, their family has enough to live comfortably, and that they are making the right financial decisions every step of the way. Confirm that each piece of content you produce touches on the questions that will allow you to present yourself as a thought leader in the aspects of financial services in which you are expert.

Present other options

If you notice your content pieces have a high bounce rate, you might have a problem. It means your clients are navigating to your page for specific answers and not finding what they need. There are a few ways to reduce your bounce rate and the negative impact it has on your SEO.

  • Avoid large chunks of text. Let’s face it…your clients are too busy to hunker down and read pages of text. Make their lives easy by simplifying your message as much as possible and breaking your paragraphs up with images or infographics.
  • Offer other options. Add two or three different links at the bottom of each blog post that keep the client engaged with your site. If you are adding a blog post titled “3 Unique Ways To Save For Retirement,” add links to your post popular retirement blogs and your “Services” page to encourage the viewer to keep digging through your site.
  • Proofread! This is an unexpected answer, but how can you expect to present yourself as a thought leader when your blog is filled with typos? Ask your coworkers to double check your content before posting (or hire a freelance proofreader).

Realizing that your content marketing strategy isn’t working can be a shock, but it’s certainly not the end of the road. Making a small pivot in your strategy can get you back on track with a more focused vision of your goals and ideal audience. 

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