How to Adjust Content Marketing Strategy Based On Unexpected Results
When was the last time you had to pivot your marketing strategy on a dime? In our latest blog post, we sit down with a Founder and Chief Marketing Officer and a Social Media Expert to uncover their most telling experiences with unexpected shifts in their target audience. The first insight explores how modifying content for audience preferences can make a significant impact. The final takeaway, from a total of seven insights, reveals the importance of producing bite-sized, visually appealing content.
- Modify Content for Audience Preferences
- Shift Strategy for Middle-Aged Professionals
- Pivot to Short-Form Video Content
- Tailor Content for Operations Managers
- Highlight Tools for Larger Companies
- Produce Bite-Sized, Visually Appealing Content
- Create Niche, Localized Content
Modify Content for Audience Preferences
We saw a sharp decline in interaction on long-form blog pieces, which were once our best-performing content, so I had to modify my content marketing approach. We found that our target audience was gravitating towards short-form and video content after examining audience behavior using tools like Google Analytics and social media insights. This movement was probably caused by time constraints and changing patterns in content consumption. We responded by turning our lengthy content into infographics, carousel articles, and short videos for social media sites like LinkedIn and Instagram. Engagement and shares increased dramatically as a result of the adjustment. I learned from this experience how crucial it is to maintain adaptability, pay attention to audience preferences, and continually try out different formats in order to maintain content that is effective and current.
Shift Strategy for Middle-Aged Professionals
One of the most memorable instances where I had to adjust a content marketing strategy was while working with a fitness brand in the UAE. Initially, the plan was to focus on high-quality video content showcasing gym workouts and transformations, targeting a younger demographic. However, early analytics showed that the primary audience engaging with the content was not young fitness enthusiasts but middle-aged professionals looking for practical wellness advice. This unexpected insight was a turning point. We shifted the strategy entirely, pivoting to written blogs, social media posts, and infographics centered around time-efficient workouts and nutrition tips for busy professionals. This adjustment not only boosted engagement but also doubled their sales inquiries within three months.
What made this a success was my ability to analyze the data objectively and apply my years of business coaching experience. Over the years, I've learned that listening to the audience and being adaptable are crucial. My training in finance and operations helped the client see the bigger picture, showing how targeting a niche could maximize ROI. This experience reinforced the importance of agility in marketing and the power of tailoring content to the actual needs of the audience rather than assumptions. It's a reminder to always let data guide your strategy.
Pivot to Short-Form Video Content
One memorable instance of adjusting our content marketing strategy came during a collaboration with an agency targeting a younger, tech-savvy audience. The initial strategy centered around detailed whitepapers and long-form interviews, with the idea that this audience would value in-depth, technical content. However, the analytics told a different story, engagement was low, and we saw a high drop-off rate. It became clear that the format wasn't resonating.
After reviewing the data and discussing insights with the agency, we decided to pivot. Instead of long-form materials, we led the way in creating highly targeted short-form video content, distilling key points from their whitepapers into bite-sized, visually engaging clips. We also developed animated assets that broke down complex ideas into digestible visuals, making the content more accessible and shareable. This new approach was tailored to the audience's preference for quick, dynamic content they could absorb on-the-go.
The shift resulted in a significant boost in engagement, with more views, shares, and meaningful interactions than the original approach. The experience underscored the importance of flexibility and collaboration, listening to what the data says and being willing to adapt can transform a campaign from underwhelming to impactful. By aligning format with audience needs, we helped the client achieve their goals and connect with their target audience in a way that truly resonated.
Tailor Content for Operations Managers
We once launched a LinkedIn ad campaign targeting IT decision-makers in the telecom industry, but halfway through, the data told us something unexpected—mid-level operations managers were the ones engaging the most. At first, we were surprised, but instead of sticking to our original plan, we leaned into it. We shifted gears and started creating content tailored to their needs—practical guides, case studies, and checklists that spoke to the challenges they face every day. And it worked. Content downloads jumped by 20%, and we saw a stronger pipeline from roles we hadn't initially focused on.
Highlight Tools for Larger Companies
When we first started, we aimed at small businesses. But over time, we noticed that larger companies were using our service too. They needed more advanced features, so we shifted our focus to better highlight tools for teams and bigger organizations.
This taught me the importance of being flexible. As customer needs change, you have to adjust quickly. Listening closely to your audience and adapting your strategy can open up new opportunities.
Produce Bite-Sized, Visually Appealing Content
One instance where we had to adjust our content marketing strategy was when we noticed a shift in our target audience's behavior. Initially, we focused on creating long-form blog posts and in-depth guides, assuming that our audience preferred detailed content. However, our analytics revealed a higher engagement rate with short, visually engaging content such as infographics and videos, especially on social media platforms.
We quickly pivoted by producing more bite-sized, visually appealing content that aligned with these preferences. This shift resulted in increased social media engagement and a broader reach. The experience taught us the importance of constant monitoring and being flexible enough to adapt to audience behavior changes, ensuring our content remains relevant and impactful.
Create Niche, Localized Content
Focusing on broad, general content isn't a bad strategy, but when traffic patterns reveal that users are looking for very specific, actionable insights related to their local markets, it's important to adapt. For example, we have pivoted to creating more niche, localized content and optimizing it for long-tail keywords. This leads to higher engagement, improved rankings, and better lead generation. At the end of the day, it's essential to closely monitor audience behavior and remain flexible in adapting content strategies.
