How To Diversify Your Content Strategy
When it comes to content, people tend to pigeonhole themselves.
After all, how many times have you seen someone else in your industry do the exact same thing you are? Probably too many to count, right?
Even though we consider these strategies to be the best course of action based on traditional marketing, there’s no reason why you can’t do more captivating or fun work. It’s never a bad idea to breach your comfort zone a little bit, especially when it comes to progressing on expanding your audience. This will not only up your content views but potentially bring in a serious increase in revenue. Here’s how:
Know Where Your Audience Lives (and what they want to see)
One of the first steps you should take in diversifying your content is looking to see where your audience lives, and how you can expand upon them. This delves into looking at the current data of who’s viewing your content and why. For example, while according to AdWeek, 69% of Generation Z is on Instagram, that doesn’t necessarily mean your content is going to resonate there depending on your industry. However, that’s not to say you can’t start to breach into how you can grow your audience to the 700 million plus people on the platform.
The name of the game here is authenticity. Look at what your brand principles are, as well as the types of stories that those parameters allocate. Perhaps, for example, you’re a financial company that instead of taking the traditional blog post route wants to start producing videos of financial advice or commentary. Trends like this are quickly breaking the mold on how firms are trying to get an edge over one another, and for your company, it’s best you start thinking about how you can plan ahead.
Start Drafting Out Plans
After you’ve established the types of content you’re thinking about producing; it’s time to start drawing your plan out into actionable goals. According to Curata, 69% of companies use an editorial content calendar to plan out their content, which is a smart move. Not only does it give deadlines but additionally provides consistency across the board. Plus, it sets the limitations of the type of content you can produce given your resources.
To begin, let’s start out with your blog or the hub of where a lot of your content generation is going to come from. Over 53% of marketers believe that blog creation is a top priority, and rightfully so. This is where the majority of the materials you create are going to live, so it has to be a space worth the effort put into it. Next, take out a calendar and write down reasonable things you can accomplish. For example, if you’re able to produce 3-5 articles per week, but only 1 Instagram video, then spread out those deadlines to be reasonably met. Additionally, it’s never a bad idea to try experimenting with new strategies, such as a Q&A on Facebook live, or holding a contest with your Instagram Story. This is a time to let your creative juices get flowing, so don’t be afraid to try new things. However, be mindful that while it’s great to have fun, the goal here is to produce things that are going to bring in new customers, which is the top priority.
Keep It Consistent
According to a study by the Content Marketing Institute, 42% of marketers say they’re effective at content marketing. Why is that the case? While we could break this down to a few factors, the basic answer is this: they didn’t take the time to build up an audience.
I hate to break it to you, but you’re most likely not going to go viral with your blog post or video overnight. In fact, it’s going to take some time even to start acquiring more likes, views, and shares. This is the part where a lot of marketers lose interest and become frustrated because they feel as though the efforts aren’t worth it. Yet, that couldn’t be further from the truth.
To build up an audience, you’re going to have to invest a fair amount of time in your content or hire someone to do it for you. This involves a sense of consistency (hence, why we suggested the calendar above) as the more you post, the more likely you’ll expand. Even with the amount of groundwork required, I promise the payoff will be tremendous.
There’s a reason why people say that content marketing is reigning supreme, and that’s because it’s an excellent inbound strategy that doesn’t require cold calling or even traditional advertising. And with the rate of how things are going, it’d be best if you learned how to make your content killer across all channels.
With how popular content marketing has become, what’s some strategies you’ve used? Answer with your insights below!