Using multiple content marketing formats to diversify your traffic

Different publications, writers, and audiences do not all respond to the same type of content.

Want to get in the New York Times? You probably shouldn’t send them an infographic. Approach them with unique, topical data, however, and you might have a way in. Looking to be featured on Buzzfeed? Lengthy lists are the way to go. LinkedI

n? You need to write long-form articles.

The fact is that if you want to diversify your traffic – that is, if you want to get your brand featured in a variety of publications and want to attract a varied audience to your site — you need to mix up your content strategy.

Sourced through from:

Different people have different needs when it comes to consume content. For isntance, I don’t drive to work so I mostly read text. But a lot of people who drive to work love podcasts to make their commute useful.

Now the key point in this post by Sujan Patel: to optimize your reach, you need to use multiple formats. Not just when you have multiple audiences to reach but also because your same targeted audience is comprised of diverse people receptive to different formats.

On our end, we’ve been focusing a lot on text historically but we’ve been pleasantly surprised by how well SlideShare did for us and more recently webinars.

The next question for the lean content marketer convinced of using multiple formats is: how can you create these multiple pieces under different formats with the minimum effort?

This makes me want to do a follow-up on how to use repurposing for this as I believe it’s a great way to think about solving that problem: creating under one format and repurposing to another is a great way to increase the shelf life of your content and diversify your traffic.

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