Hey there, fellow marketers!
If you are into marketing as much as I am, then you might have experienced this kind of situation. It is that moment when you keep repeating certain lines and they cease to make any sense. The remedy for my situation was what we call content diversification.
Why Diversify?
To begin with, let’s discuss why it’s all essential to have diverse content. Imagine being at an all-pizza buffet; as much as one would wish the situation were, otherwise, it is highly likely that you would soon grow tired of the food. The same case applies to your audience; they appreciate what you share but would like something different sometimes. By having various forms of writing, you ensure that nothing remains the same thereby capturing their attention even more and enabling you to advertise your products better.
My Journey to Diversification
A few years ago, I was solely focused on blog posts. I thought, "Hey, if it isn't broke, don't fix it." But then I noticed my engagement rates were dropping. People weren't as excited about my posts anymore. That's when I decided to mix things up.
I started experimenting with different features. My collection now contains videos, infographics as well as podcasts. Initially, it was quite overwhelming. I was clueless about making a video or discussing anything in a podcast. However, I tackled it slowly, and guess what? It’s very productive.
The Benefits
1. Make a Broader Audience: Not all the people prefer reading lengthy publications. For example, some enjoy reviewing videos while others may love listening to podcasts on their way to work. As such, diversifying the content helps one meet the different preferences and consequently increases the scope of reach.
2. Improve SEO: Fresh content is a darling of search engines which should be an encouragement for various formats. You therefore improve your search engine rankings since these are new materials you keep bringing onto your site. Additionally, other platforms can target different keywords giving one a wider SEO footprint.
3. Be Relevant: The trends in consumption of content always change. In this regard, keeping flexible and trying new formats will ensure that you do not lag behind and that your followers remain enthusiastic about your work.
Tips for Getting Started
1. Start small: You don’t have to do everything at once. Choose another format and see how it goes. For me it was the video. I started with simple details and slowly worked my way up to complex images.
2. Use analytics: Focus on what works and what doesn’t. Use analytics to track engagement and adjust your strategy accordingly. If your audience loves infographics, do more!
3. Be authentic: Whatever style you choose, make sure it matches your brand and feels authentic. Your audience can actually see when you’re doing it, and they’ll appreciate it.