INBOUND | PART 2 OF 5
People consume information differently. While some prefer reading detailed guides, others might gravitate toward quick video tutorials or eye-catching infographics. For small businesses, varying your content packages is essential to engaging a diverse audience and maximizing your reach.
By presenting your message in multiple formats, you can cater to different learning styles, preferences, and attention spans—all while reinforcing your core value proposition. Here’s how to diversify your content and make a greater impact.
Why Variety Matters
- Increases Accessibility: Different formats appeal to different segments of your audience, ensuring your content resonates with as many people as possible.
- Maximizes Engagement: A video might catch someone’s attention on social media, while a detailed blog post appeals to those seeking in-depth information.
- Reinforces Your Message: Presenting the same message across multiple formats strengthens brand recall and understanding.
In a world where content consumption habits are constantly evolving, variety ensures your business stays relevant and accessible.
Types of Content to Include
1. Written Content:
Perfect for audiences who enjoy reading and need detailed information. Examples include:
- Blog Posts: Address specific pain points or answer common questions.
- Ebooks: Offer in-depth insights on industry trends or best practices.
- Guides: Provide step-by-step instructions on solving problems.
2. Visual Content:
Appeals to audiences who prefer quick, digestible formats. Examples include:
- Infographics: Use visuals to break down data or processes.
- Social Media Graphics: Create shareable tips or mini-guides.
- Slideshows: Present concise summaries of more complex ideas.
3. Video Content:
Highly engaging and versatile, videos are ideal for capturing attention and demonstrating concepts. Examples include:
- Tutorials: Show how to use your product or solve a problem.
- Customer Testimonials: Build trust by showcasing real success stories.
- Live Streams: Interact with your audience in real-time on platforms like Instagram or Facebook.
4. Audio Content:
For audiences who prefer to listen on-the-go. Examples include:
- Podcasts: Share industry insights or interviews with experts.
- Audiobooks: Convert longer written pieces into audio format.
How to Repurpose Content Across Formats
Step 1: Start With a Core Idea
Identify a topic that resonates with your audience, such as “How to Save Time on Payroll.”
Step 2: Create the First Format
Write a blog post that dives into the topic in detail. Include actionable tips, statistics, and real-world examples.
Step 3: Adapt to Other Formats
Repurpose the blog post into:
- A short video summarizing the main points.
- An infographic highlighting key stats.
- A podcast episode discussing the topic with an industry expert.
- Social media posts with quick tips from the blog.
Repurposing ensures you get maximum mileage out of your content while catering to different preferences.
Where to Share Your Content
Once your content is ready, distribute it across relevant channels:
- Website: Host long-form content like blogs and ebooks.
- Social Media: Share videos, infographics, and bite-sized posts.
- Email Newsletters: Provide a curated mix of content for your subscribers.
- YouTube and Podcasts: Use these platforms for video and audio content.
Real-Life Example
A small marketing agency created a blog post titled “10 Ways to Boost Social Media Engagement.” They repurposed it into:
- A short YouTube video covering three top tips.
- An infographic summarizing all 10 strategies.
- A downloadable ebook with case studies for deeper insights.
This approach tripled their engagement across platforms, attracting a broader audience and generating new leads.
Common Pitfalls to Avoid
- Overloading One Format: Don’t rely solely on one type of content; balance is key.
- Ignoring Analytics: Track which formats perform best and adjust your strategy accordingly.
- Rushing Quality: Ensure every format is polished and professional, even when repurposed.