Shake It Up: Utilizing Different Types of Content



January 27, 2014 (Updated: November 8, 2023)

We successfully entered 2014 without crashing our servers or sending our clients running in the opposite direction screaming. We’re off to a good start. In fact, 2014 looks like a wide open road with an infinite amount of options. But here is where you’re going to be stopped: while the options might be infinite, your marketing content might be a little busted, especially if you’ve been using the same type of content from day one.

When it comes to marketing, you have to shake things up a bit. Not only is it boring to keep looking at the same thing, you’re also limiting yourself to one type of target audience. Yes, you want to reach your target demographic, and that’s all fine and good, but you might want to consider the different branches that demographic creates within its own ranks. Like your audience, you need to diversify your content. Let’s begin.

Don’t Get Stuck in a Viral Video Rut

Yes, there is YouTube. Yes, it can make just about anything go viral overnight. However, don’t limit yourself to quirky video clips to generate leads. Try webinars. If you have a team that’s willing to help make webinars the strongest and most professional aspect of your marketing strategy, then you need to utilize it. Most of your audience members will thank you.

While webinars are great for networking and getting to know the idols in your industry, they also show that you are a person, that you are personable, and that you know what you’re talking about.

Once you’ve finished your webinar, throw it up on YouTube and link out to it. This gives them a longer shelf life and is something you can regularly reference to in the future.

Tread Socially with Care

There are a plethora of different digital media platforms running rampant across the web. You have options, whether you want to stick to the classics or go more niche.

Here’s the thing about the digital media path: you need to be able to share it. It needs to be quick, witty, and to the point, you need to understand that it has a shelf life of maybe a few hours, and you need to refresh it constantly.

Your target audience will thank you if you don’t put up a meme with sixteen paragraphs as to why they should continue giving you their business. They should be seeing things that are hilarious as well as relevant, to get a better feel for what your company stands for.

Even You Can Try Ebooks

The rise of e-readers and tablets has paved the way for marketers to create E-books to share with their clients and peers. One of the main benefits of e-books is their flexibility. They don’t have to be the length of Moby Dick, in fact it’s probably better if they aren’t. Creating in-depth guides that would be way too long for blog posts are the way to start. Plus, they always say that you don’t know something until you can teach it to someone else. Now is your chance.

Who’s going to read these e-books you’ve created? Other than your loyal consumer base, your industry peers will reference it in blog articles and use it for their own projects. You can also send your e-books to leads and customers to familiarize them with the industry. The more they know – or think they know – about your services, the better they’ll feel about a purchase.

Test Out Whitepapers

Whitepapers are similar to eBooks, but tend to be more topical and data driven. “State of…” whitepapers that cover trends and issues from an industry are incredibly popular, along with whitepapers that share survey data.

Your blog shares the highlights and key findings in the data, and the whitepaper goes into more detail. It shows how the survey was conducted, discusses how your team came to the conclusions that they did, and provides an in-depth analysis of the significance of the data. A quality whitepaper has a shelf life of a year or more, depending on the topic.

The fact of the matter is, you need to diversify your marketing efforts if you plan to keep going. Social media changes. Viral videos change. Consumers and clients change. You need to adapt to keep yourself well within their viewing ranks and moving forward. Do not hold yourself back by just saying “well that’s good enough.”

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