How Do You Pivot Content Quickly in Response to Market Changes?
ContentGap.io
How Do You Pivot Content Quickly in Response to Market Changes?
In the fast-paced world of content creation, the ability to pivot quickly in response to market shifts is crucial. We've gathered insights from four experts, including a Senior Marketing Manager and a CEO, on how they've successfully navigated these changes. From pivoting to new cybersecurity compliance content to adapting to emerging content consumption trends, these professionals share their experiences.
- Pivot to New Cybersecurity Compliance Content
- Shift to Virtual Event Strategies
- Overhaul for Remote Engagement Demand
- Adapt to Emerging Content Consumption Trends
Pivot to New Cybersecurity Compliance Content
One of our clients was targeting a range of industries, but with a large focus on companies working with and operating within government entities. The content we created for them focused on a specific cybersecurity compliance. A sudden introduction of a new framework for that cybersecurity regulation required us to swiftly create new content, including webinars, white papers, blogs, and email campaigns, as well as update outdated content across their website.
The new content provided in-depth analysis of the update, its implications for companies working with the government, and actionable steps for compliance. This agile response not only positioned our client as a thought leader in the cybersecurity space but also helped them maintain relevance and authority during a critical regulatory shift.
Shift to Virtual Event Strategies
When COVID-19 first hit, our company saw a drop in new clients as many schools were closed. We quickly shifted our strategy to target virtual ceremonies and digital experiences. We launched new templates and integrations for virtual graduation, awards ceremonies, and hall of fame inductions. Within a month, we had over 50 new clients sign on to use our platform for their virtual events. Our team worked around the clock to ensure these events were a success. Seeing our hard work and product excel in this new format gave us the confidence to double down on virtual and hybrid experiences. We restructured our marketing, content, and sales to focus on this new opportunity. It paid off, and virtual events now make up over 30% of our revenue.
Overhaul for Remote Engagement Demand
During the early days of the COVID-19 pandemic, we faced a sudden and drastic shift in market demands. As lockdowns were enforced globally, we observed a significant increase in businesses seeking ways to maintain customer engagement online. Recognizing this trend, we swiftly overhauled our content strategy to address the needs of these businesses.
We created a series of in-depth guides and webinars focused on social media automation and remote customer engagement strategies. This pivot involved repurposing existing content to highlight features that could help businesses maintain continuity, such as our social media scheduling tools and analytics.
This proactive approach resulted in a 35% increase in user engagement on our platform. By staying attuned to market changes and responding quickly, we were able to support our community effectively and grow our user base during a turbulent time.
Adapt to Emerging Content Consumption Trends
A few years ago, we were deep into a campaign focusing on traditional blog content for promoting books. Suddenly, a major shift in how entrepreneurs were consuming content became apparent—podcasts and video interviews were dominating the scene. We had to pivot swiftly, moving our strategy towards creating engaging video content and live webinars featuring our authors. This adjustment not only aligned with the emerging trends but also allowed us to leverage the personal stories of our authors in a more dynamic way. The result was a noticeable increase in both engagement and book sales, proving that staying adaptable and listening to market signals can turn a strategic shift into a significant advantage.
