Are you stuck in the same content marketing routine using the same content formats over and over again?
This guide will get you inspired! It’s all about why and how to diversify your content marketing strategy.
Diversifying your content strategy has multiple benefits, including:
- Content diversification spurs your (and more importantly your team’s) inspiration and creativity breathing new air into your marketing routine. You feel inspired to try new tools and create new assets.
- More formats broaden the list of channels you can use. With video content, for example, you can use video-only channels (Youtube and Vimeo) or video-only features (e.g. Instagram stories, which is by the way the only place on Instagram where you can put clickable links, apart from your bio)
- Many content formats can be turned into powerful lead magnets, i.e. fresh assets that can bring in new sign-ups and leads
- The more diverse content you produce, the more data you have to analyze. By expanding your content formats and channels, you’ll understand your audience better. The more you experiment, the more tricks you find on how you can stand out in the crowd of competitors.
- New content assets may help you come up with more content monetization ideas!
Diversify and Consolidate Your Content Formats
1. Create a Video Course
When I put together a video course, I was already well-known in the industry, so I was surprised to see so many people suddenly approach me saying “Hey, you have a video course, so you must be an expert!”
That’s when I realized having a video course makes you a big deal and broadens you reach outside of your immediate circles.
When putting my courses together, I didn’t start from scratch. Realistically, I had so many articles written on content marketing, reputation management and social media that I had enough information to turn into a course. That was my main goal behind the project: To use my old content in an effort to generate some new value.
So I created a simple spreadsheet outlining my course chapters, found all the articles I wrote on each chapter topic and re-packaged those into videos. To make the most of the effort I was also utilizing content re-packaging tactic to make sure I have more than a video course in the end:
So let’s say your video course consists of 10 chapters. So in the end, you’d have:
- Your actual video (either a full video or a short version that makes viewers want to join / buy your course). This video can be marketed on Youtube, Vimeo, Facebook brand page and Instagram
- The audio version which can be part of your new podcast. Naturally, you want to make sure you edit the audio so it makes sense without the visual component. You can market your Podcast on Soundcloud, iTunes and ultimately put all of the audio tracks together into an Audiobook to be downloaded from your site
- Text summary of whatever you were talking about the video. In most cases, I already had it (since I was using my old content) but I was still able to create downloadable PDF versions of each chapter for my students to be able to download them and use as worksheets to take home. I also put all those PDFs together to create an eBook
Now, the beauty of this approach is that you achieve many goals here:
- You create diverse content formats, and each one can be promoted through a separate channel (or a number of channels). Apart from reaching out to new audiences through those platforms, you get to build your reputation in search as all of those separate channels will rank for your brand name. Furthermore, all those diverse content assets can be used to promote one another.
- You create a more useful video course allowing your students to access ALL those assets from one place. For example, they can download each chapter in a PDF format and use it while watching a video. Additionally, they can listen to the audio version while commuting to work or doing house chores. And finally they can download the whole eBook with all the takeaways and screenshots includes to send their (remote) team members.
To put all of those assets together, you can use Kajabi, which is an all-in-one course platform for building, publishing, marketing and selling courses. It’s extremely powerful when it comes to how you want to brand and structure your course, while providing you with tools to host content, build high-performing landing pages, automate your sales nurture funnel, collect payments and create polls to better engage your students.
My favorite part is that Kajabi can also turn your video courses into a subscription membership community, allowing students to help each other and encouraging them to be regularly involved. You can also host live and pre-recorded webinars, create your own payment structure or package your content with freemium and/or premium site sections.
2. Create a Whitepaper
A whitepaper is an expert in-depth report on a specific topic or trend. A good whitepaper combines both of the below criteria:
- It’s informative and authoritative (providing verified, well-cited data)
- It’s concise (using graphs, charts, etc. to visualize and structure complicated information to make it easier to consume)
Another important aspect of a good whitepaper is original data. You can use your own client/customer base to collect data for your whitepaper. Or you can collect data from elsewhere. Here are a few ideas on getting responses to your survey for free.
A whitepaper is a perfect lead magnets, especially if they are done on a highly trending topic. Some ideas include:
- Publishing a whitepaper on surveyed traffic changes right after another Google update
- Publishing a case study on boosting Christmas sales a couple of months before Christmas
- Visualizing flu season based on the official stats, etc.
Whitepapers require some visualization tactics and tools. One of the tools I am using a lot is Venngage which offers powerful visualization features allowing you to beautifully put numbers into charts and graphs:
Adding video content into the mix is another great diversification tactic. Here’s a great Slideshow maker that can help you put useful slideshow videos and add add music and animated graphics without the need to buy or download software:
In addition to data visualizations and mini-infographics, it might be a good idea to use solid source of non-cheesy stock images to add some beautiful photos to your whitepaper. Free resources like Barnimages are extremely useful for these purposes.
You should always do your best with on-site promotion and monitoring of your whitepapers because this is where the most leads will be coming from.
I suggest setting up an event tracking through Finteza to monitor how your whitepaper doing. The best thing about this platform is that you will then be able to serve re-targeting ads to those who expressed interest into you whitepaper or downloaded it and lead them further your primary sales funnel:
[Create an individual event to monitor all your lead assets inside Finteza to be able to serve personalized offers to them based on the lead magnet they opted in for]
3. Set up an Email Course
Finally, another multi-purpose content marketing tactic that can help you achieve multiple goals is creating an automated email course. Using it, you can:
- Re-package old content (by putting your old articles together into lessons that can be emailed to your subscribers)
- Engage your newsletter subscribers by proving them with new guides on a regular basis
- Build some income by either including CTAs into your emails or providing a paid email list option
- Scale your marketing efforts by using email marketing.
Creating an email course involves the same type of planning as creating a video course:
- Browse through your own archives (as well as your old guest contributions) and select articles that seemed most useful and/or best received by your audience.
- Create a spreadsheet with the plan what else can be added to add some substance. Chances are your skills have improved since you wrote an article, so you may have lots of ideas now. Consider creating more visuals, checklists, and cheatsheets. Think whether there are more tools and data to add.
- Use your current email marketing platform to schedule your email course to go out to your audience on a regular basis (I suggest a monthly or a by-monthly newsletter is frequently enough). If you are new email marketing, here’s an easy guide on creating an email newsletter.
Here’s how my premium email course is set up through Mailchimp on-going campaigns feature:
Now, while it’s extremely easy to set, this content format has a few challenges:
- Emails get easily missed: There’s too much spam and everyone’s inbox is very cluttered. To overcome this challenge, focus on quality rather than quantity. Don’t send your lessons too often and use strong personal branding to get it recognized in the inbox (e.g. notice how I am branding my lesson names with my own name!)
- It is getting harder and harder to convince people to optin for your newsletter. Web users are growing weary of every other website providing them with an option to optin.
Overcoming this challenge takes time and experimentation. I’d look into newer and smarter ways to build up my list. For instance, Alter is a smart content recommendation engine that also integrates with major email marketing platforms to help you get readers opt in.
Alter is based on Artificial Intelligence: It watches and analyzes your audience to learn the best tactics on how to approach them. So you may have better engagement rate when using Alter (the platform also has free-forever plan, so you can test it out).
Takeaways: Creating Content Diversification Strategy
- By diversifying your content marketing you can discover new effective channels, broaden your reach ad even come up with more monetization methods
- Creating a video course can be an effective content diversification method allowing you to create dozens of multi-format content assets that can support one another
- Downloadable content (especially whitepapers) is still an effective way to generate more leads
- You can effectively re-use old content by creating an automated email course
And how are you diversifying your content formats and content marketing strategy? Please share your tips!