How to Rebrand as a Content Creator and Stay Relevant [Expert Tips]

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Years ago, I underwent a total rebrand. Before joining HubSpot, I was content creating for years as a local journalist in Florida. So, most of my social media handles and content were geared toward news and politics. However, I eventually left the news business and started creating content for myself. Soon, my content transitioned from news stories to videos, podcasts, and blog posts about anime, manga, and “nerdom.” As I’ve said in other blog posts, I’m a hobbyist regarding content creation outside of HubSpot, so I didn’t really think about how my audience would receive my rebrand. Though, I’m sure the change was a bit shocking and confusing.

That said, if you’re a professional who wants to rebrand, you may wonder how to rebrand as a creator and stay relevant. To get some insight, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who recently went through a rebrand herself. Here’s her story plus tips for creators looking to switch up their content without damaging their personal brand.

Why a rebrand?

The Challenge of Rebranding as a Creator

How to Stay Relevant Through a Rebrand

There are many reasons a content creator may choose to rebrand. In my case, I changed industries and wanted to create content that had nothing to do with news. In De La Cruz’s case, the COVID-19 pandemic was pivotal in her decision to change her content.

“I rebranded because, at the height of the pandemic, the content I was creating was very local,” she says, recalling her content that was geared toward her hometown of Reading, PA. “And due to regulations, I couldn’t continue interviewing people in person. It also wasn’t making me happy anymore.”

De La Cruz began shifting her focus toward the anime and manga industry to rediscover her spark and keep creating amid pandemic restrictions. She would interview voice actors, cosplayers, and anime enthusiasts for her podcast, The Wonder of Anime, and review anime and manga for her YouTube channel and blog of the same name.

“I had slowly started shifting my content in this new direction, and it was really making me happy,” she says. “I realized this is a topic where I can interview people from all over because I don’t have to see them in person. I can use Zoom.”

Of course, pivoting to a different niche as a creator isn’t easy, especially if your followers aren’t interested in your new direction. “There definitely was a change in my audience because, at the time, most of my audience was local, and they were not fans of anime,” De La Cruz says. “So I definitely had a drop in audience in the beginning.”

Fortunately, De La Cruz’s platform grew as she continued in her new niche. “If I know myself and know the heart of what I’m doing, then I know this is true to me and I just have to push forward that way,” she says.

How to Stay Relevant Through a Rebrand

So, how did De La Cruz grow her platform post-rebrand, and what can you do to make your rebrand a success? Here are some expert tips she says can make for a smooth transition.