April 21, 2016: “Pivot” is a word typically used in the literal sense, “The dancers pivoted on their toes and changed direction” or “The quarterback pivoted and threw the ball to the running back.”
So what does it have to do with B2B marketing strategy?
Nothing at all – and basically everything.
If you’re in the business of content marketing, you are, by necessity, comfortable with change. With Google changing its ranking algorithm a whopping 500 – 600 times a year, it’s critical to stay nimble to keep up with your customers – and the competition.
That’s where pivoting comes into play.
Let’s say you’ve got a content marketing strategy in place you’re absolutely sure will result in links, conversions, third-party exposure, etc.
How do you know this? Because you and your brilliant team of colleagues came up with it (duh)!
But then you take a deep dive into Analytics and realize your content assets aren’t performing as expected. Your organic traffic numbers are down month-over-month and year-over-year, your conversion numbers are low, your keywords are slipping in their ranking – and you wonder: Is anyone actually reading the stuff you’re putting out there?
In other words, your content strategy has crashed and burned.
Even the most lifeless content strategy can be resuscitated if you know how to pivot and get it back on track. Here’s a look at how to regroup, refocus, and refine strategy for the future: ... Read the full post