How to Change Your Blog Direction after Rebranding
Do you ever get the itch to change things up in your business?
I do, pretty much all the time. I have the shiny object syndrome of creative biz owners. Every time I see a fellow solopreneur spruce up her website or redo her service offerings, I get stars in my eyes thinking about updating my own brand.
99% of the time I don't go chasing after all the shiny things I could change in my business. But last year, I knew it was time to finally take action. After more than six months of planning, I've finally rebranded my business and redesigned my website with help from the fantastic Rachel Green of Intentionally Designed.
I'm thrilled with the results! But this new space doesn't quite feel like home yet. I'm still learning my way around my new brand style guide and figuring out how to use Squarespace after being on Wordpress for years. It feels like I bought a brand-new house, fully furnished and gorgeously decorated . . . and now I'm tiptoeing around, reminding myself that this space is mine.
A rebrand is so much more than just new colors and a pretty logo. It's an overhaul of your entire business. It gives you a chance to start fresh, to think about what you want your business to look like and who you want to connect with.
For many of us, myself included, a rebrand means an updated blogging strategy to go along with that gorgeous new design.
Pivoting your blog content is easier said than done. Here's how to change your blog direction after rebranding.
5 Steps to Change Your Blog Direction
1. Redefine your audience
Did your core audience change when you rebranded your business? You may not think so, but if you dig a little deeper, I bet you'll discover that you're not writing to the exact same people you were before.
Maybe you narrowed in your service offerings to focus on a smaller segment of your ideal clients. Maybe your new brand direction markets you to more established businesses rather than newbies. Spend a few minutes redefining your target audience so you know which blog posts are going to resonate with them.
How this looks in my business: I narrowed my focus to intentional solopreneurs who want their business to support their lives---not the other way around. Whether they're running a side hustle or a full-time business, I want to serve people who need streamlined business blogs that still offer high value to their readers.
2. Overhaul your tags and categories
Your tags and categories are the framework of your blog. They provide the structure for what you're going to blog about. If your blog is going to shift direction, it only makes sense to start here.
Get rid of categories that don't fit with your new brand or business vision. Merge categories and tags that are similar, and add new categories that meet the specific needs of your redefined audience. (This post on how to organize blog posts can help if you're stuck.)
How this looks in my business: I deleted post categories that were too vague ("creative entrepreneur," "blogging") and replaced them with more specific categories ("intentional business," "blogging logistics.")
3. Delete old posts that don't fit anymore
I know it's painful to delete old posts. You worked hard on those! But your website needs to be focused on your current target audience from top to bottom. If a new visitor stumbles across an old post that doesn't mesh with your new brand, she'll probably be confused about if you can help her or not.
Deleting old posts doesn't have to be as permanent as it sounds. Some posts may just need a makeover. These can be saved as drafts and updated later. And you can always download the posts that really do need to go so you have that writing available if you ever need it again.
How this looks in my business: I had more than 200 archived posts since I started my blog in late 2012---and this wasn't the first time I'd cleaned them out! I deleted nearly everything written before Fall 2015, and I flagged a handful of more recent posts for refurbishing before I publish them again. I saved many of the deleted posts to be revised and added to my personal blog later this year.
4. Create a new editorial calendar
The best way to keep your new content on brand is to have a plan from the start. A rebrand is a great time to overhaul your editorial calendar and make sure every blog post aligns with your business goals for the coming months.
There are countless editorial calendars out there, but this post gives a rundown of my favorites.
How this looks in my business: I took some time away from the blog while my designer was redoing the site, which gave me the perfect chance to brainstorm new content ideas. I created a master list of ideas in Asana, and I'm strategically scheduling them into my editorial calendar in a way that best supports my business AND brings value to my readers.
Ready to overhaul your blog? Take the free Content Challenge!
Taking your blog in a new direction can be daunting. I created the free Content Challenge to walk you through your blog's goals step by step, with zero overwhelm. You'll receive eight actionable emails over the course of four weeks, leaving plenty of time for implementation. Plus you can always hit reply to pick my brain if you get stuck!