What Is Content Diversification?
IT marketing today often pursues an outreach strategy which includes diversification techniques. Essentially, content is spread across the largest possible variety of online platforms. Social media that’s established and burgeoning, content disseminated across guest blogs, videos on YouTube and more all have varying levels of effectiveness.
There’s value in diversification, but there’s also a large number of associated misconceptions. Here, we’ll cover several to help you most effectively inform your diversification strategy:
Just Because It’s Out There Doesn’t Mean It Will Work: Be Strategic
Your IT marketing team needs to incorporate common content ingestion habits of target markets into diversification strategy. Just because your MSP produces the most authoritative podcast on cloud migration in your locality doesn’t mean those you’re trying to reach will ever hear it.
Maybe they don’t listen to podcasts. Maybe they do, but not the way you need them to in order to justify your marketing investment. What you need to do is to figure out which channels the customers you’re trying to convert interact with the most, then concentrate diversification in those relevant areas.
It Turns Out You Don’t Have to Go “All In”
It’s certainly wonderful when a podcast has levels of quality that match A-list productions in the medium. When you’ve got video content that has only been shot on HD cameras by professional film crews, that’s excellent as well. Even better, when you’ve got content produced by tech professionals relevant to the products and services you provide, that’s very valuable. However, you don’t have to have exceptional quality in any of these productions.
Production value doesn’t compare to content quality. Style over substance doesn’t produce good marketing results. One might argue this is the problem with the Hollywood blockbuster: it’s a thing made of style, and there’s nothing for the mind to feed on in a second of the footage. However, a cheap, independent film can provide meaningful entertainment for generations, even if the budget is threadbare. Your content needs to be diversified in a qualitative way. Yes, but you don’t have to spend so much on production value. Instead, focus your resources on the quality of the content involved.
Not All Content Works On All Channels
It’s also considerable that what’s great in one medium may fall on deaf ears in another. If you’ve got a video, transcribing it isn’t likely to communicate to the same level as the video itself. Likewise, infographics, blogs, white papers, and discount promotions will have more or less effectiveness depending on the channel through which they’re disseminated. Consultation is best to help you avoid reinventing the wheel here.
Successful Content Diversification
In your IT marketing, you will benefit most from diversification, but there’s a right way to approach this outreach tactic. When content is calibrated to fit the right channel, quality of content is focused on over production value, and you focus on channels with which your target demographic is most likely to engage, you’re more likely to see results.