Imagine wasting all your efforts to rank on Google… only for an algorithm change to ruin it.
Not good.
But if you’ve built a following on a social platform or two, you won’t be that affected. That, fellow marketer, is what we call diversification – and it’s a crucial part of any marketing strategy.
Diversifying your marketing helps you:
- Reach the widest parts of your audience pool.
- Boost engagement.
- Test and find the best places to share and promote content.
- Identify the style and type of content that resonates with your audience.
Here are some tips and examples for spicing up your promotional channels with different content.
Here are a few of the best ones:
#1 – Don’t rely on the blog only
Repurpose your long form content to increase exposure to your branded content, build a following, and boost brand awareness. For example:
- Repurpose existing content into different formats. The most time efficient way to reach a wide audience? Turn that blog post into a video or a Twitter thread.
- Create video content. Videos are engaging, stick in people’s memories longer, and are generally the most popular content format.
- Create infographics and insightful images. These can help you explain complex topics, trigger curiosity, and more. They are also quite shareable.
- Launch a podcast and interview series. If successful, you can establish your brand as an authority on the subject, promote it, and entertain and educate your audience.
These are just a few suggestions. Be creative when diversifying – it works.
#2 – Get other people to contribute
Collaborating with experts helps you demonstrate authority on your website, and Google loves that.
It can also get more eyeballs on your content. Experts can promote the content on their own social media channels, record videos about your product or services, and so on.
#3 – Maintain your presence on important channels
By presence, we mean brand persona: sharing behind the scenes, company insights, client interactions, and more.
The only thing remaining is finding the right distribution channels for diversification. And you can only do that by observing, analyzing, testing, and making informed decisions.
Just remember to avoid putting all your eggs into one B2B basket. That’s how you’ll stay antifragile.
