Whether it’s for B2B or B2C, content marketing is one of the best ways of growing a brand — but it shouldn’t stop at blog posts. A strong content strategy should be much broader than that, making it possible to reach many more prospective customers.
Content marketing allows a huge scope of creativity and formats, so make the most of it! Here’s how you can diversify your content strategy.
What is content marketing?
Digital content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract a specific target audience. Not only is content marketing great for your organic SEO, but it can also help increase your brand awareness and sales — in fact, content marketing costs 62% less than outbound marketing while generating 3X as many leads!
Why is it important to diversify your content strategy?
The type of content you create may take various forms. Although most people think of blogs, the best strategy should include a wide range of content (social posts, infographics, etc.) as people like to consume content in different ways. Plus, by tailoring the type of content you post to each platform, you can maximise your performance!
Here’s why your content marketing should go beyond blogs:
- Improved SEO and discoverability: a varied content strategy enhances SEO efforts because search engines value diverse content, resulting in better organic rankings and increased online visibility.
- Better platform optimisation: tailoring content to target platforms optimises performance; long-form blogs suit websites, for instance, while eye-catching videos fit social media channels, so being open to varied formats is vital for maximizing impact.
- Competitive advantage: offering diverse content sets a brand apart from its competitors and demonstrates a commitment to meeting audience needs in multiple ways.
What types of content marketing should I include in my strategy?
As noted, while blogs can certainly take a leading role in content marketing, your strategy shouldn’t end there. Why not repurpose your blogs in different formats? With your business goals in mind, mixing up the kind of content you post will help you attract people on all platforms who enjoy all different types of content.
Blogs
Blogs and other pieces of written content tend to be at the forefront of most people’s content strategy, and for good reason. Having an active blog page is great for answering the queries that your target audience is searching for, helping your pages to rank well. How-to guides, case studies, listicles, and more are all great types of content for your blog.
But how can you make your posts stand out? Going beyond blogging doesn’t mean abandoning your blog, after all. Instead, adding SEO video content and images can help engage your audience and encourage more backlinks!
High-quality blog posts will have a major impact on your site. Let content marketers help!
Social media posts
Most brands are already creating social content as part of their strategies, but not necessarily in the most effective ways. If you’re building an ecommerce content strategy, for instance, posting one product image on your Instagram page once a work just won’t cut it.
There are around 4.48 billion social media users worldwide, which means your target audience is ready and waiting to discover your business. Social platforms offer a great avenue for brand discovery, so get creative by making product demonstrations on reels, informative TikToks, behind-the-scenes stories, and more. Having a poor social media plan today is almost criminal!
You can learn more about the power of SEO video content in our recent blog!
Ebooks
Writing ebooks allows you to delve deep into specific topics or problems, showcasing your expertise in your targeted subject matters (something that’s particularly important in the B2B world). And who doesn’t appreciate a free ebook? Providing valuable and in-depth insights can position you — and your brand by extension — as a credible authority in your industry.
If your goal is to generate more leads, ebooks can help with this too! Offering free downloadable ebooks in exchange for users’ email addresses, you can build a targeted email list, enabling you to nurture potential leads and convert them into loyal customers over time.
Infographics
Do you have new and interesting industry stats? Don’t keep them to yourself! Sharing them in a blog post is great, but if you really want to make an impact then infographics are the way to go. Not only are they easy to digest, but they’re also super shareable.
Adding them to blogs can make your content easier to engage with, but they can also work as standalone pieces of content. Just be sure to make it as easy as possible for someone to link to your website when they share one of your infographics; if you don’t, you’ll waste some golden linking opportunities.
Podcast
The humble podcast is one of the most popular forms of content right now, so if you have something new, interesting, and engaging to share, now is the time to voice it. Podcasting offers a fantastic platform to invite industry experts, influencers, and thought leaders as guests, with each guest bringing a unique community of followers that you can attract and target through the collaboration.
Another major benefit of making podcasts is they can be consumed while people are multitasking, commuting, or working out, meaning you can reach people at times when they’re closed-off to other forms of content. And since you can easily rework a blog transcript to create an accompanying blog post or film some video clips for social promotion, there’s a lot of potential for adaptation.
Need help from content experts? Get in touch with Seeker today and find out how we can transform your content and boost your organic SEO.
