Social media is a multi-faceted, uber-engaging medium for communication among the masses. Several businesses are already using it, but not all are leveraging it in the best possible way. Merely typing out a status update daily will not garner any interest or requisite engagement. A truly effective social media strategy will have content that is highly diversified, riveting, and has the right mix of images, text, videos & articles.
Marketers need to understand that they are on social media to sell stuff. But consumers are not; they need value. Therefore, the question that brands and marketers need to ask themselves is “What value are we offering to our followers/consumers besides attempting to upsell something to them?”. There needs to be some value addition through the content being shared across various social media platforms so that when the requirement arises, people come back to the particular brand for its product/service.
This is why marketers should feature a variety of content across various social media channels. Content diversification helps in reaching out to and tapping those markets which the marketers didn’t know existed. By diversifying content, marketers have the scope to connect with their customers using a wide array which keeps the latter hooked on to the offerings of the former.
Importance of Content Diversification
Search engines like Google and Bing utilize a ‘blended search’ approach in which their search results do not just show websites, but even the videos, images, maps, news stories and tweets from Twitter. The diverse and engaging content used will enable brands to easily come within the purview of their desired customers when they search for the particular business on a specific search engine. Also, people easily tend to get bored. Amidst all that volume of information thrown at them every day, anything repetitive or monotonous easily is passed over and immediately forgotten about. By posting content that offers a good mix and is extremely interesting to look at, brands are more likely to get more people to stop and engage with their official pages online.
Reasons for Diversifying Content
Here are the primary reasons why it makes sense to create a wide variety of content:
1. Leveraging the Power of Different Social Media Channels
Different marketing channels have different benefits to offer and help drive better outcomes. When it comes to marketing online, one-size-fits-all approach doesn’t yield results. In fact, having various marketing channels such as website, pay-per-click ads, video marketing, email marketing, display ads, blog posts and social media enables marketers to cross-pollinate as well. This way different channels can be combined for a positive ROI.
2. Optimize as Per Target Audience
Consumers today aren’t mute spectators; rather they engage and interact in real-time conversations with their favourite brands across different digital platforms. Different customers require different writing styles, content types and publishing mediums. Diversifying content can help find new markets and optimize the marketing message as per the intended audience. A comparison can also be drawn to know which platforms are giving the best results and the strategy can then be further optimized accordingly.
3. More Data to Analyse
It’s important to have a unified view of one’s customers and their preferences for successfully delivering on the digital marketing strategy. As content consumption patterns undergo drastic changes with passing time, the right insights provide marketers with an in-depth understanding of their audience. More channels mean more amount of data. A deep analysis of the same will help brands deliver better on the customer expectations. For instance, rich insights about audience’s interests, likes and dislikes, and attitudes from different channels will help create a more relevant, highly effective and targeted content, customized to each platform.
Content diversification is integral to achieving favourable marketing outcomes. Consumers trust companies that can provide them authentic, relevant and invaluable information via content and social media marketing. By creating a variety of content, marketers can not only provide crucial insights in multiple formats but also reach out to new markets.
Although this column deals with social media being used to sell a commercial product, its guiding principles would apply to political messaging as well. It should be credible, trus... Read More