How to Diversify Your Content to Reach Millions More

When businesses start thinking about creating content, most are told to create a buyer persona and write everything for the ideal person.

In fact, your business may even have a Director of Audience on your Content Marketing Team, someone whose sole job is to create and understand your target audience.

But the problem with writing content to reach one person…it gets boring. Plus, consistently offering the same content could start to come off as spammy. And no one wants that.

While you still want to hone in on your target audience, diversifying your content can help you reach a much broader audience. Here are four ways to diversify your content to reach millions more of your ideal person.
4 Ways to Diversify Your Content

    Write different types of blog posts

Long-form informative posts are great for educating your audience, but there are many other types of blogs that can be used to attract new readers to your site. Even if you write about the same topics, new formats can get attention from people who may not necessarily like long-form posts.

For example, start experimenting with:

    Shorter posts. While Google does love longer posts, vary your lengths to test which word count does the best with readers.
    List posts. Consider creating top 10 or top 20 posts that list valuable resources or round up the best articles from around the web. These posts are pure value and can help many readers in your industry.
    Part image and part text, infographics mesh the best parts of both types of content to deliver data in a way everyone can appreciate.
    Case studies. Case studies offer real numbers and stats. They are a great way to give potential customers value information about what your products or services can do for them.

    Guest post on other industry sites

Writing posts for other blogs is one of the best ways to introduce your business to a whole new audience.

In fact, writing guest posts will help bring awareness to your brand and traffic to your website through other influencers and Google. And guest posting is something that can be done over and over again. Simply continue pitching ideas to new influencers and websites to continually increase your exposure.

    Create videos

With the popularity of apps like YouTube, Facebook Live, and Periscope, the audience for video has also increased dramatically.

Vast networks like YouTube give your video the power to reach billions of people across the world. In fact, video tends to get shared more than any other type of content. According to studies, 92% of mobile video consumers will share videos with their own networks.

Create videos, either live or prerecorded, and share them where your target audience is most likely to see them. Videos can be:

    Show them how to use your products.
    Informative. Think of video as an informative blog post with speaking instead or writing.
    Behind the scenes. People love a “backstage tour” of their favorite businesses.
    Question and answer. Take questions ahead of time or respond to them live. Either way, Q and A videos are great for helping people while showing your expertise.

    Start a podcast

Like video, podcasting is another outlet for building a new audience. And it’s a popular one. According to research, 21 percent of Americans aged 12 and up have listened to a podcast in the past month. Podcasts are a great blend of valuable content and entertainment that consumers can listen to while on the go.

Writing great, useful blog content is a great way to get traffic and show your expertise. But if you really want to reach a wider audience, it’s important to diversify your content. Experiment with different types of blog posts, write for other websites, and create both video and audio. Keep a variety of marketing outlets covered, and you can reach millions.