By Samuel Thimothy, VP at OneIMS.com
Your content marketing strategy is important for attracting, nurturing and re-engaging customers at all stages of the buyer’s journey. However, when most entrepreneurs create their content strategy, they focus on a few types of content that are easiest to create or that they like best. They write dozens and dozens of blog posts, maybe create a video or two and call it a day.
Unfortunately, this rarely works to keep your audience engaged. Audience members want to see different kinds of content on the different mediums they consume them on. When you mix up your strategy, you can attract new audiences, keep current ones excited and take control of your different promotion and customer journey pathways.
Here are some ideas to help you create a more diverse content strategy.
1. Turn blog posts into videos.
Video is quickly taking over the content marketing scene. More and more audiences are choosing video content over reading blogs -- but this doesn’t necessarily mean you need to create entirely new content.
Instead, take some of your top-performing blogs and repurpose them into videos. Dig deeper into your points, give examples or tutorials or provide a new outlook to the content you’ve already written.
2. Start a podcast.
Podcasting is another form of content that more and more audiences are growing to love. A podcast is a great way to connect with those in your audience who are always on the go.
You can create a podcast in a few different ways. Use it to interview leaders in your industry, share tips and advice or even tell stories. Having guests on your podcast can also improve your reach and help you tap into new audiences.
3. Explore long-form content.
We often create content designed to be consumed quickly. While short articles or social media videos are a great way to grab attention, sometimes your audience wants to know more. In this instance, you want to provide them with long-form content that demonstrates your expertise and positions you as a subject matter expert.
E-books are one of the most popular forms of long-form content, but feel free to explore different options. Whitepapers, long-form blog posts or even lengthy podcasts can all allow you to dive deeper into an idea to provide a comprehensive overview of a topic. This type of content will set you apart from your competitors and elevate you and your brand as a thought leader in the space.
4. Expand your social media.
It’s never a good idea to be on a social media platform just for the purpose of being there. However, sometimes switching up your social media strategy and creating a new profile can help you diversify content and reach new audiences.
Take a look at what social media platforms your target audience is using. If there is a platform you’re not currently active on, create a new profile there. If you’ve already covered all your bases, consider how you might be able to expand your strategy to provide additional content.
5. Host a webinar.
A webinar allows target audiences to get engaged with a specific topic or idea. By hosting the webinar, you set yourself up as a leader in that space. You can share your tips and control the conversation.
To make your webinar stronger, consider partnering with another expert in that area. When you offer a two-for-one host, your audience may be more likely to want to sign up and participate. Co-hosting and co-promoting is a great way to expand your reach.
6. Do your own research.
While investing in research can be costly and time-consuming, it is usually well worth it. Holding your own surveys or conducting your own research gives you ample information with which to then create new, high-quality content.
It can also help you increase connections with other people in your industry. When they use your research in their own content, they’ll link back to you -- improving exposure and SEO value for your website.
When diversifying your content, you want to pay attention to what your target audience enjoys. If you’re just creating new content styles for the sake of it, you’re unlikely to make the impact you hoped for.
Instead, look at what kinds of content your target audience frequently engages with. Get creative, and don’t be afraid to try something new. Repurpose old, popular forms of content into new styles that will help draw attention.
As you begin to experiment with different content types, it’ll become easier and easier to know where to invest. With the right diverse mix of content, you’ll attract new audiences and keep your past customers coming back for more.
Samuel Thimothy is the VP at OneIMS.com, an inbound marketing agency, and co-founded Clickx.io, the digital marketing intelligence platform.