Marketing | May 23, 2016

4 Easy Ways to Diversify your Content
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Content marketing is an important staple in the digital marketing arsenal, but even the most trusted strategies can become stale over time. As the popularity of content marketing grows, consumers are flooded with guides, top ten lists, news articles, and blog posts, to a point where all but the most click-worthy posts are ignored.

In a world crowded with content, you have to go beyond the traditional text medium and present unique pieces that your consumers will find interesting and engaging. Here are some of the most effective ways to diversify your content marketing.

1. Use Infographics

They say a picture is worth a thousand words, and nothing proves that better than an infographic. Consumers want bite sized pieces of information they can consume quickly, which is exactly how good infographics work.

Infographics separate the highlights of your content posts to deliver information at a glance. Visual reinforcement helps readers remember the information better than text alone, helping you diversify your content marketing for consumers on the go.

2. Add Video

Video streaming services, like Netflix, Hulu, and YouTube, make up more than half of all internet traffic, and the number grows every year. Take a second to check your personal Facebook or Twitter feed and you’ll immediately notice dozens of video posts.

Nothing is more sharable than a video. It’s straightforward, doesn’t require much investment from the viewer in terms of time or energy, and delivers your visual and audio message to consumers. A video allows your company to be fun, energetic, and even funny, all characteristics that make your company and products seem relatable.

Take a look at our video portfolio of brand stories and client testimonials.

3. Make Podcasts

Podcasts are ideal for consumers who want something to listen to while they do other things. A runner might take a podcast on a morning jog, or a student may play one while cleaning their dorm room.

Unlike the first two content types, podcasts are meant to be long and thorough. People who download a podcast launch the content knowing it will take half an hour or more to finish, and the people who searched for terms that led them to your podcasts are likely to be your target demographic. During that time, you have the chance to engage deeply with a consumer. You can tell your story or use real testimonials to show the effectiveness of your product.

4. Host Webinars

Service providers and companies whose primary focus is B2B sales see webinars as an important part of their marketing strategy. Through a webinar they convey a sense of what they can do for the consumer, but only just enough information that the consumer wants to come back for more.

There are a lot of ways to do a webinar. You may opt for an interactive session, where consumers can watch your content stream, then ask questions in a live chat box or via social media. Your real-time answers show consumers that you care about their needs and you’re actively engaged in meeting them. Other webinars may appear more like a college lecture, ideal for explaining complex concepts, like financial services, steps in taking out a mortgage or how to evaluate a couple’s needs for retirement.

It doesn’t take much to diversify your content marketing, once you understand your target market, and the type of content they are most likely to consume. Do your research, speak with a trusted advisor, and you begin to diversify your content marketing and reach new consumers.

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