You know what they say: content is king. This is also a great way to reach today’s consumers. Good content strategy Is diverse; today’s marketers usually ask Three audience segments At any given time.
Learn more about the diversification of content strategies here, including potential channels and inspiration for exploring great content.
1. Know your audience
Although you will understand your target audience, it is important to understand (regardless of the industry) that they absorb and respond to content in unique ways. For example, although written content is still very popular, 84% Of people are affected by the brand Video content. Multiple content types and channels are essential considerations.
In addition, content consumers have different goals; some may clearly know what they want to achieve through purchase, while others are still figuring out their needs. Your content needs to include all of these to be truly diverse.
2. Know your existing content
You should have a good understanding of what is useful for your business——What is driving traffic Or conversion, and Evergreen content. If you are successful with older content types, don’t feel that you need to abandon them.Blog post, like this Free email marketing provider, Is an excellent way to share information with people in a traditional and reliable format. They are very flexible, allow high word counts, and provide backlinks to old content.
The in-depth white paper is still valid.Although it is time-consuming and requires real expertise, it is a reliable way to show your authority, especially when you need it Enhancing awareness of start-ups.
3. Embrace new content types
Don’t be afraid to check out other content formats; because of its convenience and usability, podcasts have been steadily growing. In 2020, 37% Of Americans 12 years and older have heard a song. There are more than 100 million people in the United States alone.
You can create one yourself in a certain market segment, or you can use sponsorship to attract existing viewers of the podcast. However, podcasts need to provide real value to listeners; this means that your sales information can’t be too distracting.If you must prioritize certain content types, try Compare content approach Make wise choices.
Another option you can pursue is video content. For example, you may want to invite experts in your field to discuss video issues. This is another way to showcase your expertise while presenting it in a more accessible format.This is also a good way Build strong workplace bonds If you involve colleagues.
4. Master today’s platform
The company’s own website is still valuable for content, And having a major distribution channel is definitely a good idea. But other channels can help you make the most of various content types.
If you have extensive blogging experience, you may want to put your content on a platform like LinkedIn. This is very suitable for long-form written content and is popular with commercial audiences.Conversely, video content (depending on length and subject) may be better on YouTube or Instagram, partly because Young audience.
Remember to use current methods to produce content that fits the platform of your choice.Today’s blog uses images, numbered lists, and other strategies to make content more attractive; this article is about Manage remote teams Is a good example.
Although it is worth using multiple channels, each channel requires investment to be effective. Channels with little content are not so much a help as a barrier, so focus on the channels you can make the most of.
5. Reuse content
This is usually a good idea Reuse existing material content Instead of creating new content. This helps you save time and reach a wider group of people.
For example, you can convert a blog post on your website into a video, and then you can share the video on your YouTube channel. In turn, this can be broken down into smaller pieces for use on social media.Similarly, if you Host online events, You can use audio to create podcasts for wider distribution.
Of course, you need to consider how to present the information in each format. Suppose you want to turn a blog post into a video. What will the video look like? Is it a live-action version, or is an animation more suitable for the theme?You may also need to work with original content authors who Modern cloud communication platform Magically promoted.
Repurposing content is not a panacea for your content strategy. You need to clearly understand the purpose of the content (such as explaining the function of the product) and retain some value throughout the conversion process even if the specific value of your content has changed. You also need to apply analysis to your content to see if it brings you traffic or conversions.
6. Check the sales funnel
The sales funnel provides a roadmap for creating diverse content. People at different stages of the sales journey have different goals and therefore respond well to different content types. Consider which part of the sales funnel is your goal; this will guide you to find the most suitable content type.It’s also worth finding a way Increase the conversion rate at the top of the funnel In addition to traditional content production.
The people at the top of the sales funnel have a problem they need to solve. They are not combined with any specific products or services, so they establish themselves as possible solutions. How-to guides can attract these users, as can infographics, checklists, and video tutorials.This article is about Call in queue For example, it might target users at the top of the funnel.
People in the middle of the sales funnel are looking for specific solutions. Therefore, you need to show these people how you can provide it. There are many different content options; how-to guides are still ideal, but product overviews, case studies, and webinars are other good options.You may also want to compare different products, such as this guide to choose the right product Small business phone system.
When people reach the bottom of the sales funnel, they are seeking to buy. This is where you need to learn more about the advantages of the product. Product overviews, customer reviews, and success stories are the best choices for getting these conversions.
7. Don’t forget user-generated content
Just like Customer cultivation activities To provide customers with useful services, user-generated content (UGC) provides a valuable resource for your business. This is an excellent choice for a small budget; it has very low maintenance costs (if any), and it will inspire the trust of your audience.
Although price is the primary consideration for shoppers, Ratings and reviews Followed by. 89% Of consumers consider reviews as an essential resource when buying goods. This is why it is usually ideal to display reviews on your website and direct traffic to those reviews.
Of course, comments are not the only way you interact with customers. If you are using a picture-friendly platform such as Twitter or Instagram, please encourage people to share relevant pictures using brand tags. Competitions and gifts can also build brand loyalty and spread positive word of mouth among the audience.
At the same time, please keep in mind that user-generated content has warnings. By its very nature, UGC is unpredictable. Until you put it into action, you cannot be sure how people will evaluate your business. You must respond quickly to potential public criticism and attribute any content you use. It is also not suitable for certain industries, such as healthcare, which may cause compliance issues.
However, if you can balance user-generated content and its shortcomings, you can significantly improve your corporate reputation.
Embrace diversity
Regarding diversification, the key is to find the right balance. Walk less tightrope and ride a bike more. If you fail, you can always brush yourself and try again. By measuring and tracking each element of the diversification of your content strategy, you can rest assured that you are providing your content team and audience with the best content across multiple channels and in the most appropriate format.
As they said, although content is indeed king, diversity is the spice of life.
About the Author
Jessica Day (Jessica Day) is the senior director of marketing strategy for Dialpad, a modern business communication platform with Call center recording-Turn the dialogue into an opportunity. Jessica is an expert in working with multifunctional teams to execute and optimize marketing efforts for company and customer events.This is her LinkedIn.
