Content marketing has never been as simple as writing a blog post and walking away.
This rings true whether you’re content marketing for leads, SEO or a combination of both.
A strong content strategy is a diverse one, plain and simple. Given how much content is changing in terms of how much is being shared, how we’re consuming information and the competitive nature of marketing in general, change is simply part of the game.
From your blog content to social media posts and everything in-between, consider the following four ways to diversify your content strategy to keep up with the times.
Incorporate More Video Content
The popularity of video marketing has been on the rise for years now and doesn’t look to slow down anytime soon.
While blog posts are incredibly valuable in their own right, so are videos which can work to educate and entertain your audience. Whether it’s an animated explainer video for your business, a detailed tutorial or something you recorded on your smartphone, the options are seemingly endless.
Simply put, you’re leaving a massive amount of traffic on the table if you aren’t incorporating video into your content strategy.
Experiment with Content Length
Conventional wisdom tells us that longer content ranks better and encourages people to spend longer on the page right?
But as noted by Moz’s Rand Fishkin, long content doesn’t equal “good” content.
It may sound cliché, but content marketers need to find their own balance between quality and quantity. Sure, a snappy piece that’s only a few hundred words might not be a game-changer for SEO rankings, but could get shared like crazy if it packs a punch. A mix of longer “pillar” articles and shorter pieces are totally fair game versus obsessing over the longest word count possible.
Consider More Conversational, Social-Friendly Content
If you look at LinkedIn and Facebook Groups right now, there’s a massive trend in terms of sharing content.
That is, less emphasis on links and more emphasis on storytelling.
Marketers are sharing their personal struggles or accomplishments to get people invested in their brands, and you should consider the same rather than blast link after link. This is especially true given what’s currently going on with Facebook’s algorithm.
These text-only posts represent an opportunity to be vulnerable and authentic, showing your human side versus worrying about keywords or a call-to-action. The good news about this content is that it can be written quickly and you don’t have to worry about keywords.
Make Time for Research-Based Content
The most valuable, share-worthy content out there is oftentimes based on original research.
That is, gathering statistics and noting industry trends, ultimately highlighting them in an awesome piece of content. Few content creators are willing to do the legwork to conduct firsthand research, but doing so really help you stand out from the crowd.
For example, consider how infographics are shared heavily and are three times more popular than a text post on Twitter. With tools like Canva and Piktochart, you can take your research and turn it into something with viral potential without having to hire a designer. Attaching your name to an infographic shows that you have a pulse on your industry and can likewise build your influence.
Don’t let your content strategy grow stale. Instead, take a proactive approach to the changing nature of marketing by diversifying your strategy: you’ll thank yourself for doing so down the road.