You know what they say: content is king. But great content strategies are also diverse, which is often overlooked and underestimated in marketing. So what does it mean to diversify? Let me explain.

Investing in a diversified portfolio is good, right? Perhaps a few tech stocks, bonds, ETFs, REITs, and maybe some crypto? It’s called diversified investing. 

In marketing, you should also think about diversifying your investments. You are investing every time you create content. Investing in great content requires time and money, and getting a return on investment is the ultimate goal.

Content diversity means using a wide range of topics, different types of posts, and different social media channels for publication and syndication. Diversifying your marketing campaigns will increase your chances of keeping your audience engaged, and you’ll reach a wider audience.

The key to marketing success is content diversification. With diversified content, you can reach new markets and provide insights in multiple formats. Here are a few different content types:

You can diversify your content formats by creating blog posts, ebooks, or white papers. You can diversify your content topics by creating guides or thought leadership posts. And your marketing channels by utilizing platforms like Twitter, LinkedIn, or Reddit. There are endless possibilities. 

Audience members need to see different types of content on different platforms. Mixing up your strategy allows you to attract new audiences, keep current ones engaged, and take control of your customer journeys. I want to share my 3 key strategies to ensure your diversification strategy is executed effectively.

1. Know your audience 

By understanding your audience, you can dig deeper into their characteristics and then write content that will make them tick. Knowing who they are will help you better understand what they need and how to tailor what you’re selling to meet their needs.

To create relevant content for your audience, consider the following:

Who will be reading your content?