As the age-old content marketing saying goes: Content is king. According to the Content Marketing Institute, 88% of marketers include content in their overall marketing strategy. Whether it’s a blog post or an infographic, content sets your business apart from competitors, tags you as an expert, and builds new business opportunities.
In the early days of online marketing, text posts combined with sound search engine optimization (SEO) were enough to drive traffic. However, the scene is changing. People want different types of content, and diversification is the key to expanding your reach among your target audience.
Diversification and Why Your Content Marketing Strategy Needs it
Content diversification involves using different forms of content. Aside from blog posts, you also release podcasts, videos, and infographics.
By combining various forms of content, you can expand your target reach. By launching a podcast, you can cater to auditory learners who might not read your blog post. Summarizing your blog post into an infographic helps you capture prospective customers who prefer visual content.
Diverse content gives you a comprehensive understanding of your target audience. For example, insights about your prospective customers’ attitudes, interests, and needs help you create a more effective and relevant digital marketing strategy.
Content diversification also prevents you from being dependent on one form of content. By relying on one type of content to drive your marketing strategy, you risk having the whole approach blow up in your face when something goes wrong.
4 Steps to Diversify Your Content
Your content is already providing several benefits, but your business could gain more if you spend the time and effort diversifying your content. Here are a few steps to get started:
#1: Changing Your Format
It’s easy to get attached to a content format, primarily when it drives traffic and conversions. However, experimenting with other forms keeps your audience interested and coming back for more. Take advantage of your existing content and repurpose them in another format. For example, complement your blog post with an infographic. You can also create quizzes for more interaction with the readers.
#2: Make Sure Your Data is Unique
Although it’s easy to incorporate published statistics and research into your content, it’s worth it to add your own data. Doing so boosts your credibility among your target audience. They’re more likely to trust your claims if you did your research instead of relying on someone else’s.
#3: Choose the Right Forms of Content
Use your existing data to determine what content your target audience prefers. Identify what platform your potential customers use and what posts they engage with the most.
Another handy trick is to check your competitors’ websites. Identify their most popular types of content and find out how to improve it and make it your own.
#4: Explore long-form content
Short articles and social media posts are an excellent way to attract attention. However, long-form content like e-books, whitepapers, and case studies show your expertise and make you a subject matter expert to your audience.
You’re probably already creating valuable content. However, diversifying it turns you into an expert in the industry and extends your reach. You don’t have to overhaul your entire content strategy, but broadening the types of content you’re releasing pays off in the long run.