I know what you’re thinking. Diversify my content? How many pairs of hands does this woman think I have? I know, you’re already up to your eyeballs and when you’re not it feels as if your business will never come to anything. However, if you want to diversify your content it could be easier than you think.
Let’s start with why it’s a good idea…
Why you should diversify your content
Now, I know that every piece of marketing advice you’ve ever read tells you to work out who your customer is. Who is your marketing aimed at? Where do they hang out, in real life and on social media? The truth is that your audience could be found in lots of different places. Even if they all use Facebook they might engage with different types of content.
I know people who love video more than anything else. I generally prefer things I can read and others love memes and inspirational quotes. There’s room for overlap but sometimes the people who watch a video won’t read a blog. I prefer reading but will watch a video if it has captions. Having to watch something with sound usually guarantees that my children will climb all over me wanting to know what I’m watching. The thing is, if you can send out the same message using a different medium you’ll be heard by more people
You don’t have to come up with new stuff
This might sound really daunting. I used to think that if I was going to do a blog post, a quote and a video I had to have something different to say every time. Then I realised that different people will engage with different things so I could say the same thing in a different way.
Learning to repurpose and diversify your content means that you can create one piece of content then reuse it. That could be by changing the format and using it in the same place, or by putting it on different platforms. If you’ve created a video and posted it on Facebook there’s no reason why it shouldn’t go on YouTube or Instagram as well, as long as it suits the audience.
How you can repurpose your content
What I’m about to tell you might sound like a lot of work. However, it’s less work than crafting a completely new message every time you create a piece of marketing content. A blog is the ideal piece of content for repurposing. When you write a blog you put a reasonable amount of time and effort into it. It means that you end up with a relatively long piece of content. If some of your customers won’t read all that, make a video talking about the main points. It could just be a couple of sentences summing up each point. You can even invite them to read more by posting a link in the comments.
You can also highlight bits of your blog to use on Twitter or in Facebook posts. Twitter is so fast moving you could post several entertaining phrases from your blog along with a link through the course of a day. Of course, every good blog post has a good image as well. You might even have more than one if you’ve included images in your post. If your blog talks your audience through a process an infographic can be a great way to communicate it visually and you can use it on any visual platform.
That doesn’t sound too hard does it? If you have your own methods for diversifying your content, let me know in the comments!
