Diversifying your content marketing strategy is a core component of any effective online marketing campaign. The more voices you have, the more likely you are to be found in search and attract new followers.
However, there are factors to consider first before deciding whether to diversify and how. Content marketing is an essential component of every business’s marketing strategy. So, it continues to evolve to keep up with the ever-shifting demands of the digital landscape.
There are many ways to do content marketing. While some of those methods are incredibly effective, there are also many opportunities for companies to diversify their content marketing strategies. The question is: is it worth it?
Why You Should Diversify Your Content Marketing Strategy
1. Enhancing Customer Experience
The term ‘omnichannel marketing’ has become popular because of the increasing tendency of customers to be present on different channels at different stages of the conversion funnel.
Someone may learn about your product in a blog post, interact with your company on social media, and sign up for updates via email. Therefore, a diversified content marketing strategy would help you keep the user engaged throughout the customer journey.
2. Maximising Reach and Visibility
Diversifying your content marketing strategy helps you to 1) connect to your current audience in new ways and 2) reach new audiences. That is, you can multiply interest in your brand by expanding visibility to other platforms, especially newer platforms.
Being overly dependent on only one or two media exposes your marketing strategy to greater risks. However, diversification fixes this.
3. Gaining Richer Audience Insights
In this age of personalisation, every marketing executive seeks new ways to understand their customers better. By expanding your content marketing strategy, you get access to more data sources.
This gives you more data to analyse, especially the content consumption patterns of your audience, as you seek ways to improve their experience with your brand. These insights help you to make smarter business decisions.
4. Business Resilience
If you rely on one or two channels, you have to deal with many risks from market forces. And once one channel is disturbed, it’s a long process to make a comeback. Today we can make a point about the resurgence of social audio with Clubhouse and the likes.
But it has taken years for the recovery to occur after past popular social networks such as AOL Instant Messenger, Yahoo Messenger, and MSN Messenger ended their voice chat room features in the early 2010s. Diversification helps you to navigate such crises better.
Three Tips to Successfully Diversify Your Content Marketing Strategy
A. Know Your Audience
Content marketing must be audience-driven to be effective. Your decision to diversify your content marketing strategy should be informed by studying the behaviours and patterns among your audience.
There is no use adopting a content medium or format that your audience does not want to engage. Basically, in researching your audience, you are trying to answer the question, ‘what does my audience care about.’
If your core audience comprises boomers, adding TikTok to your content marketing strategy would be a huge waste of resources. In fact, older audiences are less in tune with social networks and prefer more traditional approaches such as email marketing.
Therefore, before content diversification, audit your current content formats and mediums, research your audience interests, and set realistic objectives. However, audience patterns are not static, so you must also learn to adapt to the changing needs of your audience. The following section elaborates upon this.
B. Watch the Trends
Content marketing is a creative endeavour.
As trends emerge, you should be prepared to study new ideas and leverage them to supercharge your content marketing strategy. Following trends does not mean copying every fad in the hopes that one works for you. Instead, it means paying attention to the new places and formats your customers spend their time engaging.
For instance, TikTok has become popular among marketers hoping to reach a Gen Z audience due to their influx to the video-sharing platform. Therefore, TikTok has snowballed over the past two years to become the 7th most popular social network globally.
Current trends are a great source of inspiration. Therefore, prepared to recognise and grab opportunities to expand your marketing efforts.
Some useful current trends that may inspire your expansion include the following:
- Live videos
- Social audio
- Community building
- ‘Story’ features. Even Google has joined the train.
C. Repurpose Content
If you working on a tight budget, repurposing existing content is a great way to diversify your content marketing strategy. Repurposing maximises your chances of expanding your reach.
One successful example of content repurposing is Moz’s Whiteboard Friday, a series of educational webinars on SEO and digital marketing. Besides putting up the videos, Moz also publishes the video transcriptions as long-form blog posts.
Some ideas for repurposing your content for other mediums include the following:
- Post tidbits of blog posts from social media
- Turn your blog posts into educational videos
- Transform your podcast and video transcriptions into blog posts
- Use user-generated content in your blog posts, videos, images, etc.
- Collect all your blog posts regarding a topic into an ebook
- Transform a video/podcast interview into a case study
- Break down your blog posts into an FAQ section
- Use takeaways from existing content in a newsletter
- Summarise blog posts into infographics. SEMrush has mastered this tactic.
The success of content repurposing is limited only by how much creativity you apply. So, you only have to keep your mind open that any content can be repurposed into another format for a different medium.
Should we create different types of content, like video, podcasts or images, to reach new audiences? After all, the more content formats you have in your marketing arsenal, the better!
But before you start creating a new video series or podcast just because your competitors are doing it, there’s a really good reason to take a step back to firm up your content marketing diversification.